Will Scully-Power: Managing Director, Datarati

DFA Analytics reporting and visualisation tool for viewing advertising performance data launches
November 16, 2009, 10:14 am
Filed under: Ad Exchange, Ad Network, Analytics, Datarati, Segmentation, Technology | Tags: , ,

DFA Analytics is the new reporting and visualisation tool for viewing advertising performance data. It shares similar technology with Google Analytics; if you’ve used Google Analytics before, you can quickly come up to speed with the easy-to-use graphical reporting tools that are now part of DFA.

With DFA Analytics, you can:

  • Get frequent updates–about every three hours–of your campaign performance data.
  • See account performance at a glance, in easy-to-understand charts and graphs.
  • Drill down through reports at the advertiser, campaign, site, ad, and creative levels.

You can also review performance by:

  • Country, designated market area (DMA), state, city, area code, or zip code.
  • Hour, day, week, month, and one or more date ranges.
  • Browser, operating system, and connection speed.

DFA Analytics

Campaign Attribution :: Forrester Wave Report
October 22, 2009, 7:44 pm
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags:


In Forrester’s 44-criteria evaluation of interactive attribution vendors,  with ClearSaleing, Visual IQ, and Atlas leading the pack.

ClearSaleing, a standalone attribution tool with rich modeling, comes closest to offering a complete solution, while Visual IQ’s tool is powerful and beautiful but meant only for the big guys.

Atlas is the everyman’s attribution choice, with easy-to-use reports but none of the rich math of the other Leaders.

Next comes \[x+1\], which takes a consultative approach, relying on solid analytics and full service media buying.

Coremetrics follows, offering a site analytics tool with more simplistic but easy-to-use functionality.

Theorem (a white-label data cleanser) and TruEffect (a small display-ad server) focus on data accuracy and the value of algorithmic modeling but are not as robust as the Leaders.

More: http://www.forrester.com/rb/Research/wave%26trade%3B_interactive_attribution%2C_q4_2009/q/id/55372/t/2

Quantcast’s model – give away audience data


In a test of the viability of small online-ad companies, Quantcast has launched a new online ad-targeting service that is being closely watched by advertisers and investors.

Quantcast, a high-profile San Francisco start-up, is one of dozens of young companies helping broker targeted display ads — which typically contain both text and images, and are aimed at audiences selected for such characteristics as age, income or even probable personality traits.

Some of these start-ups sell targeted ads directly on behalf of media companies and other Web publishers. Others — like Quantcast — provide data to help companies, such as General Electric‘s NBC Universal and Time-Warner‘s Time Inc., sell targeted ads on their own.

Investors have poured millions of dollars into the fledgling businesses, hoping to discover the next Google or Yahoo that could change the way ads are sold online.

More: http://online.wsj.com/article/SB124684239585598449.html?mod=dist_smartbrief

Google launches AgencyLand for agencies
June 25, 2009, 11:19 am
Filed under: Ad Exchange, Ad Network | Tags: , ,

Big Agencies


It may sound like an amusement park, but it’s actually an online educational portal Google is developing for ad shops, one that likely will help the search giant deeper entrench itself in an ad-agency community that’s often been wary of it.

The AgencyLand platform, now in beta with select agencies, houses a ton of Google-centric content created for agency staff. Naturally, much of it is focused on digital topics.

There are webinars, a searchable library with more than 200 marketing case studies and short, on-demand video segments featuring Google leaders such as Chief Economist Hal Varian.

It also aggregates Google’s array of ad tools, such as a media-planning tool that connects advertisers and publishers and a website optimiser, which helps measure user behavior on web pages.

More: http://adage.com/digital/article?article_id=137473

10 Online Ad Formats People Hate Most
June 21, 2009, 1:32 am
Filed under: Ad Exchange, Ad Network | Tags:
Angry womenA list of online ad formats people hate most.

More: http://www.businessinsider.com/10-online-ad-formats-people-hate-most-2009-6

Online advertisers continue to battle with Congress

House of Reps

On Thursday, the House of Representatives subcommittees on communication and consumer protection plan to hold a joint hearing to discuss online advertising and privacy.

The lawmakers will hear testimony from online giants like Google (GOOG – news people ), Facebook and Yahoo!YHOO -news people ), as well as privacy advocates.

The digital advertising industry will be watching for signs that Congress is preparing regulation that could limit so-called “behavioral advertising,” the fine-grained ad-targeting methods used by companies like Google property DoubleClick and Microsoft (MSFT – news people ) unit Aquantive.

More: http://www.forbes.com/2009/06/17/online-advertising-privacy-technology-security-congress.html

Contextual Ads Based Off Social Network Profile: Twitter and Facebook

Contextual Social Media Ad

In Jeremiah Owyan’s latest report “The Future of the Social Web” he pointed that in the near future we’ll start to see web pages dynamically created based on user profile ID in social networks.

Essentially, your corporate, media, or ecommerce site could provide contextual media, content, and advertisement based on users’ info before they login.

When the era of social context matures, it will look beyond just profile info, but also behavioral data, friend data, location, and content analysis of explicit and implicit data.

More: http://www.web-strategist.com/blog/2009/06/18/contextual-ads-based-off-social-network-profile-twitter-and-facebook/

Improve direct-response performance by capturing data in banner ad
June 16, 2009, 7:29 am
Filed under: Ad Exchange, Ad Network, Data, Research | Tags: ,


A new study by Eyeblaster is based on data representing more than 2,000 campaigns and 29 billion impressions taken over 2008. Findings from Eyeblaster’s Analytics Bulletin, “Trends in Conversions” shows the process by which there is a drop off at every step within the consumer’s mindset, explaining how the elimination of steps will drive higher direct response rates from consumers and why delayed reactions in the funnel are key to boosting conversions.

From rich media, standard advertising to search, the ‘viewer to converter’ funnel tells the full story, giving marketers and advertisers insight on how to utilize the consumer’s path across search and display to capture response rates

Importantly, Eyeblaster’s research shows that capturing users’ details was greatly aided when the advertiser reduced the number of phases to pass through by placing the data collection points within the banner ad.

More: http://www.bandt.com.au/articles/A7/0C061AA7.asp

Google & Doubleclick data within one app


Beginning June 13, 2009, DFP will be accessible only to users who have completed the update to a Google Account.

After you update to a Google Account, you’ll be able to:

  • Manage multiple Accounts for a DoubleClick product with one username and password. This allows you to more easily move among different Accounts within a product.
  • Switch among DART for Advertisers, DART for Publishers, DART Search, MediaVisor, and other DoubleClick products with the same sign-in information.
  • Use the same username and password for DoubleClick Accounts and other Google products for your business, such as AdWords and AdSense.
  • Enjoy access to your product’s new Help Center without having to sign in multiple times.

More: http://doubleclickpublishers.blogspot.com/2009/06/are-you-using-your-google-account-to.html

Bringing Wall Street-like analysis to Madison Avenue

Wall Street

Darren Herman, left, and Barry Lowenthal are among those bringing Wall Street-like analysis to Madison Avenue. Wall Street-style data analysis is gaining importance in the advertising industry, a business that was once all about a catchy tagline or an arresting image.

ON a recent Thursday, Darren Herman, the president of Varick Media Management, was sequestered in his SoHo office. He wasn’t scrutinizing a television ad or images from a photo shoot. He was combing through graphs and Excel spreadsheets.

Mr. Herman had run 27 ads on the Web for his client Vespa, the scooter company. Some were rectangular, some square. And the text varied: One tagline said, “Smart looks. Smarter purchase,” and displayed a $0 down, 0 percent interest offer. Another read, “Pure fun. And function,” and promoted a free T-shirt.

Vespa’s goal was to find out whether a financial offer would attract customers, and Mr. Herman’s data concluded that it did. The $0 down offer attracted 71 percent more responses from one group of Web surfers than the average of all the Vespa ads, while the T-shirt offer drew 29 percent fewer.

And Mr. Herman didn’t just compare the messages in the ads — he also looked at the sites where they ran, when they ran and what groups of people responded.

More: http://www.nytimes.com/2009/05/31/business/media/31ad.html?_r=1&ref=technology


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