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 [...]


New Research: The Retargeting Barometer, 3rd Edition

paying for retargeting_chango The results have just been released from the 3rd edition of the Retargeting Barometer, the ad industry’s only survey focused on the use of retargeting. Published by Chango, and this time in partnership with Digiday, the study attracted 300 respondents, including brand marketers from a broad set of industries and from media agencies. The full report can be downloaded here. Key Highlights The key highlights from the 3rd edition of the Retargeting Barometer are: Retargeting is becoming more and more standard for sure, yet there are surprising gaps in its use and how it is measured. R [...]


How To Keep Leads From Getting Stuck In The Middle Of The Sales Funnel

lead generation Did you know that a whopping 79 percent of leads never convert? 79 percent! That is 4/5ths of your potential revenue down the drain. All that money and effort spent generating those leads? Also down the drain. That should be a wakeup call: the industry at large needs to reexamine how it approaches lead generation to reduce that waste and boost actual conversions. As most marketers know, generating leads is relatively easy. Hundreds of quality leads can be drummed up with trade shows, search campaigns or content syndication. But then what? That 79 percent of non-converting leads often [...]


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 [...]


Programmatic Ad Buying: A Tactical Primer

Programmatic Media Buying & Retargeting A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it's important, how it works, and what you should keep in mind -- all very high level. Keep in mind that most of these [...]


Facebook To Roll-Out New Website & Mobile App Custom Audience Feature

facebook-target-aim-featured Facebook announced today a new website and mobile app custom audience feature to be released globally in the coming months. According to the announcement, a select group of test partners are currently using the new feature that allows marketers to place ads in News Feeds of people who have visited their website or downloaded their mobile app: For instance, a bike retailer could reach people who started designing bikes on its website but didn't make a purchase. Through custom audiences, the company can reach these people via desktop News Feed and encourage them to finish customizing online. Or [...]


The Keys To A Successful Holiday Season: Data And Retargeting

3-strategies-to-prepare-for-the-holidays_articles_01 While some may think it's too early to be saying, "'Tis the season," advertisers disagree, as they are busy gearing up for the holidays. According to Google's Consumer Survey, 30% of holiday shoppers start their holiday shopping before Halloween, and nearly half of them plan to purchase gifts online. Today's shoppers utilize various online and in-store channels to browse and purchase. Research conducted by Dimensional Research suggests that a majority of consumers visit a store based on an online experience, and oftentimes engage in "showrooming," wherein they research products via their smar [...]


Yandex Launches Look-Alike Audience Ad Targeting For Display Campaigns

Yandex Today Yandex announced the addition of look-alike audience targeting to its growing list of ad targeting capabilities. Advertisers can now target new users whose online behavior is similar to that of their own site visitors who have take a specific action such as completing a purchase or adding items to the shopping cart. Both Google and Facebook also offer audience targeting based on attributes of an advertiser's existing visitor or customer base. Yandex's behavior analytics technology, Crypta, powers look-alike targeting by discovering patterns in online behavior and locating other use [...]


For Twitter Retargeting, Communication Is Key

Mars-Curiosity-Twitter-Bio-600x368 This past July, Twitter followed in Facebook's footsteps with the announcement of retargeting. In a company blog post, Twitter said that they would begin experimenting with a way to make ads on Twitter more useful to its users in the United States by displaying promoted content from brands and businesses users have shown interest in. They went on to say that users won't necessarily see more ads on Twitter, but they may see better ones. While the overall premise of retargeting -- which focuses on serving relevant ads to consumers based on online behaviors -- remains the same, retargeting on [...]


Why There’s More To DMPs Than You Ever Thought!

article 2 [caption id="attachment_58515" align="alignright" width="300"] Image courtesy Chango[/caption] There's no question that data management is the new "it" concept. It's become impossible to go to an industry event without talking about it (or "big data"). And yet, the abbreviation DMP (Data Management Platform) is often tossed around as though all DMPs are the same. In fact, there are at least two distinct types of DMPs, and, while they have some level of overlap, their feature sets are ultimately driven by two distinct customer types: the marketer and the publisher. DMPs And Marketers [...]


Infographic: How Retargeting Through Facebook Exchange Works

FBX infographic They've been to your site and left. Chances are, those prospects will head to Facebook, at some point. If so, you have the ability to reach out and encourage them to come back. How? Through Facebook Exchange, a method that allows for advertisers to "retarget" or show messages on Facebook to people who've been to their site. The folks at MDG Advertising have put together an infographic that explains the system, the basics of how Facebook Exchange (called FBX for short) works, and how retargeting ads appear both within the main News Feed area and in the right sidebar area, along with related [...]


Fair Catch: Using Unstructured Data To Reach The Fantasy Football Player

According to market research firm Ipsos, 25.8 million people will play fantasy football this year. With a reach that size, it's no wonder that brand marketers continue to invest in sponsorships and media surrounding the major fantasy football platforms such as ESPN, CBS, the NFL or Yahoo. [caption id="attachment_56189" align="alignright" width="300"] Image via Shutterstock[/caption] In a recent Advertising Age article, Fantasy Football Players Are a Dream Demographic -- If You Can Get Their Attention, we learn that it's not just the reach that attracts the advertisers -- it's the attrac [...]


Navigating Around Icebergs: How Elemental Data Charts A Better Course For Display Advertising

Iceberg Icebergs are deceptive. Their icy peaks jut out of frigid waters, revealing only a fraction of their volume. What appears to be a small, confined piece of floating ice that can easily be navigated around might very well turn out to be a massive barrier below the surface. [caption id="attachment_51032" align="alignright" width="258"] Image credit: istockphoto.com[/caption] Perils Of Segment-Based RTB Segment-based, real-time bidding for display advertising is sort of like an iceberg. It looks really cool, but can obscure the real picture. The promise of better performance through progra [...]


The Real State Of Programmatic Marketing

Facebook world map Clearly, we have an industry awash with talk about programmatic marketing and big data. But what is real, and what is BS? What practical executions exist today? And what does a future world look like if big data really is everywhere? I am on somewhat of a personal mission to provide a simple way for marketers to think about what programmatic marketing and big data mean. To do that we must think about what a marketer’s goal is – to reach the right person, at the right time and with the right message. But in a RTB (real-time bidding) media world, we must also include the right price, give [...]


Quantcast’s FBX Integration Goes Beyond Retargeting, Lets Advertisers Target Prospects At Scale

Retargeting through Facebook Exchange (FBX), Facebook's real-time bidding ad exchange, has proven exceptionally popular for brands seeking to reconnect with customers and site visitors. Now Quantcast has introduced a new integration with FBX that allows advertisers to target look-alike audiences that match the profile of their customers on Facebook. Quantcast predicatively models target audiences based on the online media habits of an advertisers' converting customers and then applies that data through FBX to pinpoint prospects on Facebook in real time. Quantcast then continually update [...]


Human Demand Launches Retargeting Platform For Mobile App Developers

mobile-apps-featured Human Demand, a DSP and data management platform serving the mobile market exclusively, has launched a retargeting platform to help app developers re-engage users. Launched 18 months ago, the company has focused on giving mobile app developers control over and transparency into their customer acquisition campaigns on smartphones and tablets. About five months ago, Human Demand, began testing retargeting campaigns with existing customers to see if they could increase app usage and loyalty among app installs. The company says they are seeing engagement rates 2.5 to 3 times higher than stan [...]


“Tailored Ads” Will Make Twitter Advertising More Personal, Enable Retargeting

twitter-target-tweet-featured Twitter is launching "Tailored Ads," a means for advertisers to deliver highly personalized ads to users on Twitter. The company is also providing options for those who don't want to be retargeted this way. Twitter announced the news on its blog, while the name for the new product offering itself is covered on the associated help page. Called "Tailored Ads," it will allow advertisers to use information they know about a particular person to better target them with ads, when that person is on Twitter. Retargeting Comes To Twitter For example, an advertiser may know when someone who has [...]


Study: Facebook Exchange (FBX) News Feed Ads Rival Paid Search

facebook-exchange-featured Facebook began opening up news feed ad inventory to Facebook Exchange at the end of March and expanded the inventory offering to all its FBX partners in May. FBX news feed ads allow advertisers to retarget their site visitors with Facebook Link Page Post Ad formats. Triggit, a Facebook Exchange (FBX) partner, released results today from two FBX news feed campaigns. The company says the results have been better than anticipated, surpassing right-rail FBX ads and Google AdX. Triggit originally expected to see a 5X increase in click through rates for FBX ads in the news feed compared to [...]


Let’s Raise Our Standards Online: Stop Faking ROI & Start Acting More Like TV

ML_comScore 6.3 TV advertising is one of the most effective means of increasing brand awareness; and, despite the heightened use of ad-skipping devices, marketers continue to allocate ad dollars in massive amounts to television. But, as digital starts to deliver similar products, there has been a debate raging about measurement. Nearly One-Third Of Online Display Ads Aren't Seen So far, this debate has been about things like Gross Rating Points vs. Impressions; but, there is a more fundamental issue that we have to fix before digital can be measured accurately and effectively for advertisers. A recent c [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!