Will Scully-Power

Agencies need to become ‘System Integrators’
October 15, 2010, 6:01 pm
Filed under: Analytics, Behavioural Targeting, Data | Tags:

A recurring theme during New York’s Advertising Week last month was real-time, data-driven media buying, made possible through emerging technologies such as ad exchanges and demand-side platforms (DSPs.)

During a keynote speech delivered to an audience of online marketing professionals at the IAB Mixx event, Google executives said real-time transactions on its DoubleClick Exchange more than tripled in the past year, and predicted that at least 50 percent of all targeted online display advertising will be bought through real-time platforms by 2015.

However while these technologies afford advertisers greater targeting and media efficiencies, executives from companies selling data to inform such ad buys suggest agencies must invest more heavily in staff dedicated to the practice to help drive it forward.

Full Story: http://www.clickz.com/clickz/news/1742247/agencies-tool-up-data-driven-media-buying



Leave a Comment so far
Leave a comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: