Tony Fagan, Director of Research at Google, answers the six quant questions every CMO should be asking in order to maximise their return on search advertising.
Click Here: http://thinkquarterly.co.uk/01-data/ad-value/
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: Behavioural Targeting, Cookie
I came across BlueKai’s Registry which brings transparency to consumers by allowing them to see what preferences are being logged via the cookies on their computer.
Furthermore, consumers can also control their anonymous profile by managing their topics of interest.
Your preferences may be used anonymously to influence which types of marketing messages you receive across partner sites that we work with. Or you can choose to not participate at all via an opt‐out.
As an added incentive, you will receive a benefit for participating in the BlueKai Registry.
Go check it out: http://tags.bluekai.com/registry
Filed under: #mktgcloud, Ad Exchange, Behavioural Targeting, Datarati | Tags: Behavioural Targeting
George Stewart, former Executive Vice President of Media Sales at Demand Media and previously SVP of Advertising Sales at Next New Networks, will work directly with Resonate clients to build brands online by leveraging the fledgling company’s “Attitudinal Targeting” technology.
Launched in 2009, Resonate claims to have pioneered an entirely new method for reaching consumers based on their values, beliefs, and attitudes, independent of cookie-based behavioral data. The company has stamped a fancy label on said solution and refers to it as ‘attitudinal targeting’ (more about how it works here).
Want to really understand what’s going on at your media agency?
Google is blowing the doors off with its display advertising business, which is doing so well that the company bragged about that it is on a $2.5 billion annualized revenue run-rate just in display.
A big part of that growth is coming from YouTube and Google’s own sites. But another big driver of display advertising growth both for Google and across the industry is coming from a less well-understood source: the big advertising agencies themselves and their so-called trading desks and demand side platforms (DSPs).
By one estimate, these DSPs already account for 10 percent of online ad spending, and could grow to as much as 50 percent over the next few years.
Filed under: #mktgcloud, Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: Advertisers, Publishers
I am convinced the answer here is No.
The advertising industry needs to step up and create more transparency around where ads will be placed on Web sites by providing exact URLs and other identifying data. That’s according to Xuhui Shao, CTO at Turn, who estimates up to 40% of publisher Web sites do not reveal the exact URL to brands.
Evidently, some publishers selling low-quality spaces choose to bundle in ads with other sites, so advertisers can’t distinguish the difference.
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: Exclate
eXelate, a New York-based provider of data management tools for online publishers and operator of an open marketplace for audience targeting data, has raised $15 million in Series B funding in a round ledby Silicon Valley’s Menlo Ventures with participation of Israeli VC firm Carmel Ventures.
The latter led the company’s initial $4 million financing round back in October 2007.
Menlo Ventures partner Mark Siegel will join Carmel’s Shlomo Dovrat on eXelate’s board, which was recently expanded to include New York Times Company SVP Digital Operations Martin Nisenholtz and IPG’s Mediabrands Ventures CEO Matt Freeman.
Since eXelate’s U.S. launch of the eXelate eXchange in May 2008, the company has expanded both its footprint of accessible audience data (to 150 million U.S. unique visitors presently) as well as its suite of solutions to enable efficient interactions between buyers and sellers of data.
The startup says it will use the funding to enhance its data marketplace footprint, as well as expand the functionality of its data management toolset.
Filed under: #mktgcloud, Ad Exchange, Ad Network, Behavioural Targeting, Data, Datarati, Visualisation, Web Analytics | Tags: Data Visualisation, Infographic
Click here to enlarge: http://graphicsweb.wsj.com/documents/divSlider/ecosystems100730.html
Filed under: #mktgcloud, Ad Exchange, Ad Network, Datarati | Tags: Ad Exchanges, Ad Networks, IAB
The Interactive Advertising Bureau announced guidelines on Thursday designed to standardize the information that ad networks and exchanges provide to advertisers and agencies.
Here’s a rundown of the IAB’s new guidelines:
- Transparency should exist for inventory sources, publisher relationships, content types, and ad placement details.
- Advertisers should be presented with content categories that are universally defined in the industry.
- Categories of illegal content should be defined or labeled. An example: content that infringes a copyright and thereby should be marked as prohibited for sale.
- Under the industry organization’s provisions, ad networks should rate content for audience segments.
- Data disclosure terms should be outlined for off-site behavioral targeting and third-party data.
- Companies should provide for IAB training of appointed compliance officers in each certified network or exchange.
Advertisers often pay more for data than they do for display inventory, according to some media buyers.
The emergence of ad exchanges, real-time bidding platforms, and behavioral data brokers, has turned data into an increasingly valuable component of targeted ads – sometimes more so than the media in which the ad is placed.
Filed under: #mktgcloud, A/B Testing, Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati, Technology | Tags: AdExchange, Dataxu
Boston-based DataXu, provider of a real-time online ad bidding and optimisation system, has secured $11 million in Series B funding to add to the $7.8 million in financing it raised in an earlier round (April 2009).
The DataXu platform creates campaign-specific data models and algorithms that value, purchase and optimise ad placements across all major ad exchanges (including Google, Yahoo and Microsoft’s) and other ad inventory sources – all while taking into consideration media context, consumer profiles and choice of creative.