Filed under: Actionable Insights, Ad Network, Analytics, Data, Datarati | Tags: Mixrank
Y Combinator-incubated MixRank has raised $1.5 million from 500 Startups, Mark Cuban, IAB founder Rich LeFurgy, MediaTrust chairman Peter Bordes, Leadclick founder Robert Afshar, Adify co-founder Larry Braitman, Chart.io cofounder David Beyer, Tom McInerney, Matt Ocko, and Zachary Bogue. The startup’s technology analyzes millions of ads every day to automatically identify the most effective ad copy and traffic sources in any market.
MixRank, which launched in July, is a competitive intelligence research tool for display advertising that uses machine learning algorithms and predictive modeling to automatically identify the most effective ads and traffic sources.
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, 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.
Full Story: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139870
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.
More: http://techcrunch.com/2010/08/03/exelate-funding/
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.
More: http://www.clickz.com/3640768
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.
More: http://techcrunch.com/2010/03/08/dataxu
Filed under: Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: Doubleclick, Google
If you run a Website that uses DoubleClick’s DART ad server or Google Ad Manager, those products just got a major upgrade and rebranding.
The DART brand is being retired and it will now be called DoubleClick For Publishers. Meanwhile, Google Ad Manager (which targets smaller Websites) will now be called DFP Small Business.
With the rebranding, DoubleClick is rolling out a new dashboard to manage the ads served on a publisher’s Website, improved ad-serving algorithms, and anew set of APIs.
Google details some of the new changes on its main blog:
- A new interface that has been completely redesigned to save time and reduce errors.
- Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
- Sophisticated algorithms that automatically improve ad performance and delivery.
- A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).
- Integration with the new DoubleClick Ad Exchange’s “dynamic allocation” feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks.
More: There is more detailed info on the DoubleClick blog.
Filed under: Ad Exchange, Ad Network, Behavioural Targeting | Tags: Demand-side platforms, Digital Media Buying
What does a demand-side platform do, exactly? They typically offer the following common features:
- A single system that connects to multiple ad exchanges and other media suppliers, accessed by a single user interface.
- Campaign management tools to manually target or automatically optimize campaigns.
- Automated bid management capabilities, often including real-time bidding.
- Advanced analysis and “decisioning” about the value and desirability of ad impression opportunities.
- Ability to capture and manage brand data and third-party data to improve targeting.
- Control of budgets and campaign rates — across all media sources.
- Fully integrated reporting of campaign performance across multiple media suppliers.
How do demand-side platforms compare to some of the more common systems and media sources currently used in media planning? In the current display buying model, networks and exchanges selling ad impressions typically define audience categories, set pricing models, and require media buyers to access a different system for each provider in their media plan, across all of their campaigns.
More: http://www.clickz.com/3635877
