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.
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.
Filed under: Ad Exchange, Ad Network, Analytics, Datarati, Segmentation, Technology | Tags: DART, Doubleclick, Google
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.
Filed under: Ad Exchange, Ad Network, Algorithms, Behavioural Targeting, Datarati | Tags: Campaign Attribution
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.