Reading Keywords’ Future In Interactive Marketing

shutterstock_120330325-crystalball If you think keywords have any place in the next-generation, digital marketing world, you’d be mistaken. If you haven’t taken notice of recent announcements about keyword restrictions, you really should take a minute or two and have a look. Right now, Google is moving away from providing third parties with the depth of data it once did. With the change, advertisers will be more dependent on Google itself for data. The once laughed off “never gonna happen to search ads” comparison to organic Not Provided is suddenly less funny. As is often the case, search marketers focus on wh [...]


Display To Eclipse Paid Search Ad Spend In 2016, Mobile Set To Become 4th-Largest Ad Medium

display-ad-featured Spending on display advertising will soon overtake paid search. That's according to ZenithOptimedia's latest global advertising forecast. With display advertising growing at 21 percent a year, it's expected to hit $74.4 billion in 2016. While paid search, which is experiencing 13 percent annual growth, is estimated to come in at $71 billion at that time. Zenith expects search to keep dominating this year, however, with search spend projected at $55.7 billion versus $ 51.8 billion for display. Programmatic buying is boosting the pace of expansion of display advertising, now the fastest [...]


“Real Time” in Display Advertising Doesn’t Really Mean Real Time

shutterstock_129641315-clock A lot of nonsense is spoken today regarding "real-time marketing" and "real-time bidding," yet most of what is actually being bought isn’t really "real time" at all, and marketers need to know why that’s a problem. With the rise of the media exchanges came the separation of the media (the "where" to target) from the data (the "who" to target). The marketer was able to stop simply shouting their message at crowds, and instead became able to pick and choose the individuals they wanted to talk to. The promise was efficiencies unseen in marketing before. There is however a problem. Whils [...]


The Sale After The Sale: The New Reality Of Selling Display Ads

shutterstock_124544959 In my current role leading the sales organization at Simpli.fi, I have the pleasure of interacting with all levels of media buyers representing local and national brands, advertising agencies, trading desks, publishers, ad networks and resellers. Predictably, the contacts making media-buying decisions within these companies span a broad range of age and experience levels. While no universal statement is true for every individual, I can confirm that those that buy online media today are genuinely confused. They are under a sales and marketing assault by vendor representatives that are often [...]


OpenX Pushes Programmatic Into Mobile Native Inventory With New Ad Exchange

OpenX_Logo_highres OpenX Technologies has launched a private real-time bidding exchange that caters specifically to native ad inventory on mobile devices. The exchange, called Native O|X, is meant to help app developers and mobile publishers buy and sell native ad inventory at scale -- and couples the two hot trends of programmatic and native for the first time. The ad units, injected in-stream among content, link to app stores available on users' devices. The inventory will be available to a pre-approved group of advertisers. “In speaking with OpenX buyers and sellers, it’s becoming clear that a funda [...]


Foursquare Opens Up About Using Check-In Data For Ad Retargeting, Revenue Generation

Foursquare logo Foursquare is now going public about its moves over the past year to sell its location data and deliver ads across the web and on mobile devices. As first reported and confirmed today in AdAge, the company's CRO Steven Rosenblatt says it has been working with DSP Turn for the better part of a year and added mobile inventory last fall. Foursquare is selling the ads directly via its 30-person national sales team, buying on the ad exchanges via Turn and then selling to brands and agencies on a CPM basis and pocketing the difference. Foursquare's location data -- captured by check-ins at rest [...]


WTF Is Tag Management? Do You Really Know, Or Just Think You Do?

data management In last month’s column (WTF Is A Cookie, Anyway? Do You Really Know, Or Just Think You Do?), I covered the basics of cookies and touched briefly on the idea of tag management. This month, I am going to dive deeper into those tools and explain why you should consider this as an option for your site... or not. Let's start with a definition. What exactly is a tag? A tag is a chunk of code -- often JavaScript -- that performs a given task on your site. Here's an example of a retargeting tag (click to enlarge): Tag code can be meant to gather analytics data, or to cookie a site visitor you [...]


Yandex And Google Partner To Open Up RTB Display Inventory

Yandex Google Display Inventory Partnership Yandex, Russia's largest search engine, has announced a new partnership with Google that will open up display inventory to their respective advertisers. Google's DoubleClick clients will gain access to the display ad inventory available on the Yandex Advertising Network. Likewise, Yandex advertisers will be able to enter real-time bidding auctions on the DoubleClick AdExhange. The companies say the inventory overlap is minimal. "Google and Yandex complement each other in terms of user data, audience-targeting and bid-optimisation, with Yandex’s machine learning technology MatrixNet prov [...]


Google Launches Private Ad Exchange With The Local Media Consortium

Google Logo - basic featured Google announced today a deal with the Local Media Consortium, an industry alliance comprised of more than 800 daily newspapers and 200 local broadcast stations. Google will offer the publisher group access to a suite of its ad products. The most significant aspect of the deal is the launch of a new private ad exchange, powered by DoubleClick Ad Exchange technology. The exchange will allow the local publishers to attract programmatic ad budgets and give advertisers a way to buy local at scale. Google says the exchange will offer 10 billion monthly impressions from video and display inventor [...]


Federated Media Sells Content Marketing Business To Focus On Programmatic

sovrn_black Media-seller Federated Media Publishing, which began in 2005 with big native advertising ambitions for independent bloggers, has given up that mission to focus on programmatic media. The company is selling its content marketing business to LIN Media, and is re-branding what remains, founded on FM’s acquisition of Lijit in 2011, as sovrn holdings. Federated Media will become a business within Austin-based LIN Media’s Digital unit, and will be headed by general manager Chris Eberle, who comes to Lin Media with the FM acquisition. LIN was formed in the 60s in the radio space as L [...]


Creating & Iterating Today: The Marriage Of Tech & Imagination

internet-online-marketing-featured In our industry, we acknowledge the longstanding rub between the quant and the qual. We know that the math and the creative imagination have had their struggles to co-exist. But it's become a bit of a false or dated construct. It's a fun debate, sure, but the either/or conclusion cannot be supported any longer.  Most of us believe that math has changed marketing for good. Further, we see that automated, applied math or data analytics has radically, specifically changed digital marketing. Yet, the focus for some time has been on what analytics has changed as far as the media execution: whe [...]


Old Guard Industries Now Driving Growth In B2B Online Advertising

For the first time, established industries such as financial services and manufacturing are fueling the growth in real-time bidding in the B2B sector. While software and technology companies have been on the leading edge of adopting new marketing and advertising technologies, the financial services and manufacturing industries caught up last year. That's according to new research from DemandBase, an automation and targeting platform for B2B companies, that looked at activity from B2B marketers in over 20 verticals using the platform in 2013. [caption id="attachment_70039" align="alignrig [...]


Unlocking The Tremendous Possibilities Of Audience Data

Maximize Return on Your Investment Arrow Matrix I don't think it's news to anyone that there is more readily-available audience data than ever before. "From the dawn of civilization until 2003, humankind generated five exabytes of data. Now we produce five exabytes every two days… and the pace is accelerating." - Eric Schmidt, Executive Chairman, Google In fact, according to Rick Smolan and Jennifer Erwitt in the book, The Human Face of Big Data, the average person today processes more data in a single day than a person in the 1500s did in an entire lifetime. In the world of advertising, this data comes from many sources, including onli [...]


Merging Massive Data Sets

data-analytics-200px You have a hot date lined up and your eyes are set on the perfect little black dress (LBD) to buy from a local store. Just one small caveat -- it's a bit pricey and not really in your budget. Now, you have a few options: beg your mom to chip in, bite the bullet and live off of bread until your next paycheck, try finding the dress discounted online, or hope that the dress goes on sale before your date. For these options, there are a number of relevant pieces of data: the store's current price for the dress, the availability and current price of the dress online, the expected date of an upcom [...]


Programmatic Dominates Our Top 10 Display Advertising Columns For 2013

ml_disp_adv What was on the minds of Display Advertisers in 2013? RTB? DSPs? DMPs? Indeed, it was all of these acronyms, which you can clearly see from looking at our list of top 10 columns for the year. (By the way, those stand for real-time bidding, demand-side platforms and data management platforms -- all aspects of the increasingly popular programmatic media buying landscape.) Our generous contributor Ratko Vidakovic hit it out of the park with a guide to moving beyond AdWords to Demand-Side Platforms, and with so many other columns covering this emerging area of the display ad landscape. Thanks [...]


Yahoo Expands Programmatic Capabilities With New DSP Partnerships

yahoo-purple-y-logo Today, Yahoo announced it is expanding access to new programmatic buying capabilities for its display inventory. MediaMath, DoubleClick Bid Manager and The Trade Desk, Inc. are joining as launch partners to give advertisers self serve access to guaranteed ad inventory on Yahoo sites such as Yahoo Finance, Yahoo News and Yahoo Sports. Advertisers will also have access to non-guaranteed inventory through the DSP partners. Several agency partners are already integrate with Yahoo Programmatic Guaranteed, including Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy. Greg Williams, Co-Found [...]


5 Ways To Evaluate The Quality Of Audience Data

target-audience-featured The fundamental evolution in display advertising, ushered in by real-time bidding (RTB) technology, is the concept of buying audiences as opposed to just inventory. We used to buy "audiences" by guessing about the characteristics of the visitors to a particular site or type of site. Now, one can pick and choose individuals by their characteristics regardless of where they happen to be on the web. Buying audiences requires that your ad platform have access to targeting data while making split-second decisions about which impressions to buy. Armed with audience data, you can target ad viewers [...]


Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

facebook-exchange-featured Cyber Monday's performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook's retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday. Click-t [...]


10 Things RTB Buyers Can Learn From SEM Veterans

teaching-learning Paid search and RTB are fairly similar online marketing channels -- each involves bidding on ad inventory in an auction-based model. But, whereas paid search has long been a staple of the Internet Marketing mix, RTB is a relative newcomer, having only gained significant traction in the last few years. As a result, most RTB buyers are basically "rookies" in their profession. If you have more than three years of experience in RTB, you're about as proficient as they come. In paid search, on the other hand, three yeas of experience would make you a knowledgeable yet junior marketer. They say [...]


4 Things You Deserve To Know About Your Programmatic Marketing

Know It All Imagine this scenario: your programmatic marketing campaign was a big success; you hit your goals and now your client wants to know why. Or, maybe your campaign failed -- in which case, your client is demanding an even more elaborate explanation. In either case, you need to know the behind-the-scenes details of your campaign targeting so you can answer your client's questions and use the information in your next campaign. You especially need to know more about the people that converted. What were their behaviors, their search keywords, the sites they visited? Why exactly were they the right [...]


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