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 [...]


Leveraging Advertising Data For Behavioral Insights

image002 With marketing becoming increasingly programmatic, it is important to leverage every possible metric that can provide insights into customer behavior. For digital marketers, this usually means analyzing site traffic data; but, advertising data can also be used to great value in behavioral analytics. In this article, I show one example of this type of analysis along with the results. Distribution Of Click-To-Conversion Time A metric common in all forms of digital advertising is click-to-conversion time, also known as conversion delay, which is the delay between when the ad was clicked to w [...]


Twitter Set To Launch FBX-Like Retargeting Ad Exchange [Report]

twitter-logo-tweet-200px In its latest effort to beef up advertising offerings, Twitter is aiming to get in on the rise of retargeting and programmatic, real-time ad buying. The company is  gearing up to launch a new ad retargeting exchange that would function much like the successful Facebook Exchange (FBX) and allow brands to retarget ads to site visitors when they are on Twitter. According to a report from AdAge, Twitter has been looking into the ad exchange idea since last year and meeting with FBX partners to learn about their approaches to retargeting on Facebook. No launch dates have been discussed, and Twi [...]


Kicking Third-Party Cookies To The Curb: The Fallout For The Digital Ad Industry

Cookies [caption id="attachment_39268" align="alignright" width="350"] Image via Magnetic[/caption] More and more Web browsers are blocking the use of third-party cookies by default, a development which has sparked a fierce debate in the digital ad industry. Firefox is the latest browser to make the announcement, forcing marketers, ad technology companies and ad agencies to discover another means for reaching consumers with targeted advertising. This controversy began with Safari, but because Safari had a mere 5% market share, it didn’t ruffle many feathers. However, over time, other browse [...]


Retargeting To EBay Shoppers Now Possible

Like Amazon, Facebook and Google, eBay is sitting on a huge trove of proprietary customer data. Unlike those other online giants, eBay had not made that data available for ad targeting by marketers. Until now. AdWeek reports eBay is following Amazon's lead in monetizing customer data. "We're now commercializing that capability for the benefit of other marketers who want to reach shoppers," eBay’s head of digital display in North America, Stephen Howard-Sarin, told attendees at AdExchanger’s Programmatic I/O conference this week. Advertisers will be able to target ads to segments o [...]


Topic Targeting Teamwork

There is power in teamwork, but it also takes the right combination to make a great team. In the Google Display Network, combining strategies can help you increase traffic while refining your audience. The wrong mixture of strategies can mean too much or too little traffic, or you could end up with a too-broad audience or one that is too small to justify their own campaign or AdGroup. Topic targeting used all by itself can also be very powerful, especially for branding, new product launches or to get on a wide variety of sites relevant to your topic. With topic targeting, if you were releas [...]


Display Ads: How Direct Buys & RTB Interact

One of the most common questions that marketers face in buying display advertising is whether to contact a publisher or ad network directly to purchase inventory (called a Direct Buy), or through indirect channels using real-time bidding (RTB) systems. To those with experience in the RTB realm, it's well understood by now that there is an element of unpredictability and fluctuation in the availability and consistency of volume from specific publishers or sources of ad inventory. This can often lead to frustration, especially when trying to optimize and automate your campaigns. To appreci [...]


The Mechanics Of Real-Time Bidding

Many newcomers to online ad buying have questions regarding the traffic they can buy through a demand-side platform (DSP). How much does it cost? How much of it is available? What is the quality like? The answers are actually interrelated, and require an understanding of the mechanics behind how real-time bidding (RTB) works. Industry Terminology Explained First, a clarification of some industry terminology. The first page that a visitor views -- more often than not the home page -- is called the "first impression." The second page is the "second impression," and so on. Since most adve [...]


Size Matters In Real-Time Bidding — But How You Use it Matters Most

There are literally thousands of online publishers seeking to monetize the “unique” traffic visiting their websites. Concurrently, there is a thirsty crop of data brokers lining up to assist publishers in connecting their data with the ever-growing advertising demand online. We live in an era of increasing concern about privacy, which makes sense, given there is simply more non-personally identifiable information (non-PII) than ever before on virtually every consumer online -- regardless of device, age, race or geography. This non-PII information includes where you browse, what you [...]


Federated Media Now Claims Greater Ad Reach Than Yahoo, Microsoft, AOL

Federated Media logo Federated Media, a company that began by placing display ads on high-traffic blogs and other publisher sites, now claims to be the third largest US ad network according yet-to-be released December data from comScore. November ad network rankings show Federated was number four, reaching an audience of 186.3 million unique users.   The press release out today says that its uniques have grown to 193 million, according to comScore. That puts it behind only Specific Media and Google. Not long ago, Federated Media moved away from direct sales and banners and shifted its focus to programmat [...]


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