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 [...]


DemandBase Launches Cookie-Less B2B Retargeting Solution

Deamandbase retargeting b2b Today, B2B online targeting and personalization platform DemandBase is launching a solution that allows B2B advertisers to retarget to  the companies that visit their websites. Based on the corporate IP address, DemandBase identifies the company a web visitor is from in real-time and then, depending on the actions they take on the site, programmatically retargets customized ads to that company through exchanges such as Google and RightMedia. The triggers used to inform where a company is in the buying cycle include visits and pages viewed across a target company, the time and frequency of [...]


Fireside Musings: The Growth Of Real-Time Bidding

Fireplace Flames Today I'm sitting down to meditate on some of the reasons why programmatic ad buying -- real-time bidding (RTB), in particular -- has been showing such strong and steady growth over the past few years, and why industry analysts are predicting continued growth over the next several years. Much of the growth behind RTB has been from two specific areas: mobile and video. So, that's where I will focus my attention today. There seems to be a lot of talk that RTB will ultimately make the biggest difference in mobile. Question: Is this true? If so, why? What kind of impact will it have? How [...]


Report: Apple Is Killing The Cookie And It’s Costing Publishers

apple-iphone-5s5c-featured As mobile usage soars, the impact of Apple's actions to block third-party cookies is being felt throughout the online advertising ecosystem. Casale Media's latest Index Quarterly Cookie Report, finds that in the first half of 2013. Safari served 67 percent of impressions without cookies and more than 60 percent of mobile impressions were not cookie-enabled, driven almost entirely by iPad and iPhone usage. iPhones and iPads accounted for 66 percent of mobile impressions in the Index report. Safari holds over 60 percent of the mobile browser market share, according to Net Applications. Tha [...]


85 Percent Of Enterprise Advertisers Now Using Programmatic [IAB Study]

display-ad-here-featured A new IAB report finds widespread adoption of programmatic among enterprise-level marketers: 85 percent of surveyed advertisers said their companies have bought digital media through real-time bidding platforms, and 72 percent of publishers said they support programmatic buying. In the next two years, 91 percent of advertisers and 83 percent of publishers expect their organizations to pursue programmatic approaches to media buying. More than half  (55 percent) of enterprise advertisers are adopting programmatic ad buying to target consumers more effectively, and 49 percent say they are [...]


69 Percent More Brands Participated In Programmatic In First Half Of 2013 [Report]

Programmatic Media Buying Brands continue to adopt programmatic ad buying, even as the majority of spending is consolidated among a few top advertisers.  The overall number of brands participating in RTB grew by 69 percent between the fourth quarter of 2012 and the second quarter of 2013, according to a new report. The latest Index Quarterly Report by Casale Media, which aggregates data from the billions of impressions traded each quarter across marketplaces powered by Index, highlights how heavily global/national brands dominate programmatic, with over 70 percent share through the entire first half of 2013. That's [...]


When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]


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