Behavioral Advertising / Publicité Comportementale

Dapper Insights Study: How Combining Real-Time Bidding with Dynamic Ads Drives Efficiency

Share — Wed, 21 Jul 2010 22:12:55 +0000

Dynamic Advertising allows granular products to match granular user intent
Real-time bidding allows each intent/product match to dictate a unique bid based on the likelihood of a conversion
Maximum efficiency is achieved when bidding is a function of each product’s unique conversion rate, made possible through real-time bidding and dynamic ads
Efficiency is compounded as the complexity of an advertisers product catalog increases

Real-Time Bidding and the RTB Ecosystem

Share — Wed, 21 Jul 2010 20:40:58 +0000

Online advertising in a real-time bidding enabled world will drastically change the contextually adjacent sponsorship model that we’ve lived in for decades. Most important to the publishers in the above explanation of this ecosystem is the data exchange, agency buying desk and the RTB enabler. With these three entities, we can tap into our own infrastructure to start delivering highly valuable ad campaigns and more effectively monetize inventory that may otherwise go unsold.

Cadreon, Visible World in Ad Targeting Pact

Share — Wed, 21 Jul 2010 18:49:01 +0000

Interpublic Group’s Cadreon is bringing its demand-side Internet ad platform approach to cable via an agreement with tech company Visible World. That firm’s targeted television platform now reaches 100 million households across the U.S.

The Bifurcating Display Advertising Industry

Share — Wed, 21 Jul 2010 18:46:55 +0000

In recent weeks we have on-boarded US Windows Live inventory – including Hotmail and Messenger – into our exchange, providing a highly liquid pool of high quality inventory to demand partners on an RTB basis. We have integrated with each of the major DSP’s to ensure that our customers can work with the partner of their choice in accessing inventory.

How to Be Cool Like an Apple iAd

Share — Wed, 21 Jul 2010 18:31:02 +0000

Ad networks and demand-side platforms can be cool by:

Making it easy for advertisers to create these apps. (Apple has an established app-development infrastructure, and these ads are just apps.)

Making it easy for publishers to integrate these ads.

Giving publishers some tools to « sell » the ads to their audience.

Making it easy for the reader to get back to where they were. (This may be the most significant advantage of the iAd ecosystem.)

IBM Working On Analytics Suite For Advertisers

Share — Tue, 20 Jul 2010 22:10:30 +0000

Using statistical methods and measures, IBM continues to build a practice supporting advertisers and marketers. The company has a small group of people called a « practice » to support statistical analysis for large databases filled with 50 to 100 million clients.

Ad Exchanges: Disrupting the Digital Agency

Share — Tue, 20 Jul 2010 20:46:25 +0000

The display-advertising marketplace is being rapidly transformed by the emergence of advertising exchanges. With exchanges, advertisers buy the specific audience member – based on the profile of the person visiting a particular Web page – as opposed to a general advertising buy on a media property. The transaction occurs through a system of real-time bidding that’s more similar to Google AdWords than a traditional display ad sale.

Compass Labs Secures $5 Million in Venture Funding to Continue Growth

Share — Tue, 20 Jul 2010 18:53:36 +0000

Compass Labs enables consumers to obtain highly relevant and timely information about products and services that they are interested in. By interpreting natural language and extracting meaning from public social content, Compass Labs is able to accurately identify which user is interested in purchasing a specific product or service. Compass Labs provides merchants and brands with the ability to connect with and deliver highly relevant information to consumers while they are actively engaged in conversations about the products.

MediaMath Innovates Industry’s First Enterprise-Class Media Buying Platform

Share — Tue, 20 Jul 2010 18:34:30 +0000

Inventor of the Demand-Side Platform segment and DSP innovator MediaMath has raised the technology bar again, unveiling a more powerful, intuitive and easy-to-use version of its heavyweight TerminalOne™

MediaMind Leverages IP Intelligence from Digital Element to Deliver and Measure Audience-Aware Campaigns

Share — Tue, 20 Jul 2010 18:27:32 +0000

Unlike traditional ad platforms that are built around publisher processes, the MediaMind platform was designed from an agency perspective to simplify campaign management and ad delivery, and to provide actionable analytics to increase campaign performance. With Digital Element’s industry leading geographic targeting data, MediaMind will deliver the right audience at the right time with specific location based data at ad server level. This targeted approach will achieve messaging across multiple publishers in a single campaign.