Archive for October, 2009
Friday, October 30th, 2009
Following up our post on the media optimization festivities beginning with OMMA AdNets – Whoa, they’ve moved ad:tech to New York City’s Javits Center and out of its convenient but cramped midtown hotel location – ad technology is breaking out!
ad:tech New York at the Javits Convention Center, NYC, Wednesday-Friday, November 4-6
On Wednesday, November 4, WPP Group’s Sir Martin Sorrell kicks off ad:tech with a keynote address in which he peers inside his crystal ball to look at the trends he expects to see in the coming year. Among the panels on Wednesday, ThinkEquity’s Robert Coolbrith (AdExchanger.com Q&A) moderates a panel entitled “Defining the New Media Currency—How to Bring Traditional Media Metrics Online, Or Should We?”. With a title like this, it would appear that some discussion will center around bringing GRPs (Gross Ratings Points) online. Fireworks are guaranteed whenever Quantcast (Quantcast AdExchanger.com Q&A) and ComScore (ComScore AdExchanger.com Q&A) get together – and with Nielsen thrown in… it could be a battle royale! Bring your popcorn, but don’t eat it during the panel as Quantcast’s Adam Gerber and ComScore Gian Fulgoni participate among others.
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Tags: ad exchange, ad network, advertising exchange, doubleclick, google, marketing, microsoft, yahoo
Posted in Ad Exchange News | No Comments »
Friday, October 30th, 2009
Roll out the red carpet as the annual, biggest-week-in-ad-technology erupts next week in New York City. Contenders (and maybe a few pretenders) will take part in the OMMA Ad Nets show on Tuesday, November 3 and ad:tech New York show to be held from November 4-6.
OMMA Ad Nets at the Crowne Plaza Times Square, Tuesday November 3
With the show’s eye focused on audience targeting, Matt Spiegel, CEO of OMG Digital (AdExchanger.com Q&A) opens with a keynote, “The Real Changes Have Only Begun: Are Your Well Armed?.” The keynote follows Omnicom’s recently announced deal with Fox Audience Network (FAN) – Omnicom’s first public indication of demand-side platform (DSP) partners, which leverages FAN’s buying platform and its 700+ strong publishers including the big, hyper-page-view producing names under the FAN umbrella including MySpace and Fox News.
Next up, a great-looking panel (I mean from a content perspective, no offense.) with many of the key agency execs leading the DSP – or agency ad network – charge at their agencies and holding companies. Led by able moderator, MediaPost’s Joe Mandese, WPP Group’s Brian Lesser will appear. Lesser drives the Media Innovations Group at WPP, the largest digital demand-side platyer. Also participating is MDC/Varick Media’s indefatigable Darren Herman (AdExchanger.com Q&A), Havas Digital and Adnetik’s Nathan Woodman (AdExchanger.com Q&A), Cadreon’s VP of Media Technology within IPG/Mediabrands, Michael Brunick (AdExchanger.com Q&A). Finally, Tim Hanlon of Publicis/VivaKi (VivaKi AdExchanger.com Q&A with Kurt Unkel) will also appear after recently announcing his departure from Publicis which has everyone guessing what’s next for the well-respected agency veteran.
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Tags: ad exchange, Ad Networks, adnets, doubleclick ad exchange, media buying, OMMA, Quantcast
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Friday, October 30th, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Turn Says RTB Working
In a release, demand-side platform Turn announced that it is seeing “dramatic” initial results in its real-time bidding integrations with PubMatic and AdMeld. The company says that it’s seeing conversion rates more than double the rates seen with non-Real-Time Bidding inventory. Read more. Turn’s Emile Litvak
talks more about RTB’s potential on the Turn blog.
[x+1] Flying Delta
[x+1] said that is rolling out its updated Site+1 targeting technology after running it successfully with their Delta Air Lines client. In a release, [x+1] said, “despite a down economy, Site+1 has helped Delta drive a significant increase in lift and response rate for its onsite offers.” Read the release.
Bartz At Analyst Day
InternetNews.com’s Kenneth Corbin covers Yahoo!’s Wall Street analyst day that took place on Wednesday. CEO Carol Bartz admitted in her presentation to analysts that Yahoo! was once “the big shining star in the mid-2000s. Then somehow we weren’t so shiny anymore.” Read more.
ValueClick Earnings, Display Outlook
ValueClick’s third quarter for 2009 met analyst expectations which included earnings per share of 15 cents. But, the company reduced 4th quarter 2009 revenue guidance to “$128 – $138 million range. Revenue is below the Zacks Consensus Estimate of $141 million” according to Seeking Alpha. Display looks good though as the company expects its display business to grow in the “mid-teens” percentage-wise. Read more.
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Tags: ad agency, ad exchange, ad network, admeld, demand-side platforms, display advertising, DSP, DSPs, media agency, media buying, pubmatic, turn, yahoo
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Thursday, October 29th, 2009
LucidMedia announced that it is making its display advertising auditing services free to clients. Read the release. Ajay Sravanapudi, President and CEO of LucidMedia, spoke with AdExchanger.com about the implications of the new pricing.
AdExchanger.com: Has the digital media auditing space become commodotized? Offering services for free may indicate as much, after all.
AS: No, the auditing and verification space is still a specialized niche and has not yet been commoditized. There are only a few players in the space right now and a market-share leader hasn’t emerged. We have gained enough momentum and critical mass where we can now offer our auditing services to agencies for free to drive traffic to our network. Taking the cost barrier out of the equation is the best way for us to grow into this emerging space and become the clear market-share leader.
Given that your auditing services are free, how will Lucid Media drive revenue growth going forward?
AS: Ultimately we’d like our free auditing service to drive more media deals on our network. Giving agencies auditing and verification data for free shows them what is possible. But the targeting and optimization can only be found in-network which is a big incentive for them to buy media from us. This is what we are banking on here.
Tags: advertising, lucidmedia, marketing, verification
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Thursday, October 29th, 2009
Sam Barnett is CEO of Struq, an online advertising technology company.
AdExchanger.com: Would you say that the secret sauce in Struq’s technology sn the matching of ads according to a behavioral profile? How is this different than other solutions which retarget and match users with specific creative?
Display ads have a poor click-through rate and a reliance on post impression sales because the content, marketing messages, offers and products within a creative are static and predefined by creative teams. The result is that the content of the display ads are irrelevant to the majority of user’s who view the ad and irrelevant ads result in banner blindness and wasted ad spend.
Struq customizes the content of the ad to the user with relevant products, services, offers and marketing messages in real-time based on user’s online activities. Have a look at our live demo to see how Struq personalises ads for you www.struq.com/demo
We have built proprietary technology to enable advertisers to serve the most relevant ad to users (a Data Engine which creates logic about users; a Matching Engine which matches consumer interest and intent with the right advertiser, product, service and offer in real time; a Presentation engine which collates the creative elements and ad template and an Ad Serving Engine to deliver the dynamic display ads tailored to the user’s interests and activities).
We are fortunate to have leading minds in Artificial Intelligence, Rocket Science and Adserving technology working on Struq’s technology – but it’s the math that matters in each of those Engines – building proprietary technology means the data is extensible, enabling Struq to utlize all the data to successfully influence a campaign to deliver superior performance for our clients.
Do you use multi-variate testing for your creative similar to a Tumri or Teracent? Any plans here?
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Tags: ad exchange, behavioral advertising, behavioral targeting, display ads, display advertising, media buying, optimization
Posted in Online Advertising | No Comments »
Thursday, October 29th, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Kafka On AdECN Exchange
Peter Kafka of All Things D is reporting that the next edition of the AdECN Exchange from Microsoft will not get rolled out until early next year. This past July, Jed Nahum said in an interview with AdExchanger.com that the exchange would get rolled out to external participants this fall. Read Kafka’s report.
Razorfish CIO Moves To Digitas
Let the shufflemerge begin. Publicis is beginning to moves the players into place as it positions Razorfish and Digitas within its portfolio of agencies post-Razorfish acquisition. Chief Innovation Officer Colin Kinsella of Razorfish is moving to Digitas to become president of Digitas North America. Read about more recent shufflemerging from David Kaplan of PaidContent.org.
InterPublic Meets Expectations
InterPublic Group (IPG) reported Q3 results which met Wall Street analyst expectations but still presented the challenges that it and other ad holding companies are facing as the company earned 3 cents per share. From the earnings conference transcribed by Seeking Alpha, Chairman and CEO Michael Roth sees possible, forward-looking M&A activity focused in “Latin America and some digital properties that are smaller.” Roth also threw a bouquet to the Mediabrands group that runs Cadreon among other initiatives: “One of the impressive things that happened at Mediabrands both working with Initiative as well as UM (Universal-McCann), is the investments they made in digital, in content, in the ability to provide the analytics that are going to be necessary to compete in the market place.” Read the transcript.
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Tags: ad agencies, ad exchange, adecn, display ad research, display advertising, holding companies, Interpublic Group, ipg, media buying, mediabrands
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Wednesday, October 28th, 2009
Jonathan Mendez is CEO of RAMP Digital, a digital, performance media agency.
AdExchanger.com: Why did you found your performance marketing agency, RAMP Digital?
JM: I was becoming much more interested in emergent technologies for delivering relevance, namely APIs and semantic driven tools. At Offermatica (now Omniture Test&Target) our platform was 100% JavaScript and while that is really great, there are a number of targeting and dynamic content executions pre and post click that can benefit from other technology. Also, I wanted to get back into media buying. Prior to Offermatica I was buying a lot of Search. I really value and enjoy the role of buy-side optimization in the overall performance mix and with marginal returns of display approaching search the timing seemed right.
What trends have you seen in the past two or three months?
There are trends the past two or three days! There’s a huge push around moving offline data onto the web for targeting in every conceivable fashion. I’m seeing more use of bid management for display. I’m seeing consumer-oriented publishers continuing to be frustrated with technology while B2B players continue to innovate. I’m seeing Google eating everyone’s lunch. I could go on and on…it’s chaos. Things are moving too fast. You must be built for speed, not for comfort.
What’s your view? Is all online marketing direct response (DR) marketing – including brand?
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Tags: advertising, Advertising Exchanges, behavioral targeting, brand marketing, digital media, media buying, media optimization
Posted in Agencies | No Comments »
Wednesday, October 28th, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
DoubleClick Ad Exchange Update – Long Tail Revolt?
Barry Schwartz of the Search Engine Roundtable blog notes a trend among a small number of long tail publishers regarding their perception of “Certified Ad Networks” accessing and buying the Google Content Network through the DoubleClick Ad Exchange. Schwartz cites a WebmasterWorld thread that says publishers claim they see decreased earnings with the new “certified ad networks” (demand-side platforms, ad networks, bid managers, etc.).
Someone known as “AdSense Advisor,” apparently a Google rep, asks for patience in that it’s a new system and adds on 10/23, “Guys, this is not a good idea (opting out of Certified Ad Networks). I can’t share the exact numbers, but I would be shocked if a single one of you were seeing any impressions whatsoever from Google certified ad networks yet. We’re rolling this out slowly. Very slowly.” Read more.
Atherton On Ad Exchange 3.0
Brand.net COO Andy Atherton writes on Ad Age about what he calls “Exchange 3.0″ – an “ecosystem providing brand-focused capabilities on top of the evolving supply platforms and helps brand budgets follow audiences online.” Obviously, this would sync with Brand.net’s focus. But, the bottom line is not lost as brand dollars need insights while delivering messaging to – or engaging in conversation with – the consumer in a brand-safe/context-matters environment. Read more.
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Tags: ad exchange, advertising, aol, display advertising, doubleclick ad exchange, google, yahoo
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Tuesday, October 27th, 2009
By John Ebbert, Managing Editor, AdExchanger.com.
For starters, if I were a publisher these days, I’d become a buyer.
I’m not exactly sure how this happens. What should publishers buy, after all? But, publishers need to jump into the weeds and close their gap of understanding when it comes to the rapid innovation occurring on the buy side.
This is not to suggest that the buy side is “running away” with the display ad business, either. The increasing move towards transparency and control which breeds efficiency will only serve to benefit sell-siders with valuable audience.
Still, there is significant value being created today with data – and even more tomorrow – that the buy side is accessing and which the sell side can use to its advantage, too.
Ripple Dissolve
Let’s go deep into the auctions of the future… those high-speed auctions where multiple bidders look at a single impression and figure out what this impression is worth to them and then bid. What will the sellers know about this auction, and what will they do with that knowledge? On the buy side, bidders potentially won’t need to actually bid or buy an impression to grab data at this point. They will be able to just watch and learn – that’s valuable!
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Tags: ad exchange, ad exchanges, advertising, channel conflict, marketing, media buying
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Tuesday, October 27th, 2009
Andy Moeck is CEO of ADISN, a creative optimization technology firm.
AdExchanger.com: Why did you start Adisn?
AM: We started ADISN because we were tired of seeing ads or having ads served to us with zero relevance to what we were doing and interested in at that time. From that point, we saw a few BIG opportunities. (1) By leveraging all of the great data that was being created across the Social and Conversational web and using that data to infer display ad placement; why wouldn’t every brand want that?? (2) Online marketing will become a huge player in overall marketing and messaging to the world; why not make sure the ads understand your needs by basic behavior/pattern online within immediate sessions? We suspect the online advertising world will grow immensely in a short amount of time and will need ADISN’S innovative technology.
Could you give us a sense of momentum at Adisn? Any strengths or weaknesses in the ad business in general that you see these days?
ADISN is moving along quite nicely. We have been growing revenue about 300% quarter to quarter – We don’t see much weakness but it definitely takes a bit more time / work to close deals. What used to take 30 days now takes 90 days but in general the budgets are still there (even test budgets).
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Tags: ad personlization, adisn, andy moeck, conversational web, display advertising, dynamic creative, media buying, social web
Posted in Social Media | No Comments »
Tuesday, October 27th, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Optimizing Travel Display Ads
Rita Chang of Advertising Age profiles agency, Click Here, and how it’s using Teracent’s multi-variate, display ad campaign management system to effect real-time updates and optimization for advertiser Travelocity. Chang notes that as a result, Travelocity’s cost-per-transaction is down 79%. Read more.
More Marketing Budget For Tech
Technology companies are strutting their stuff this fall as marketing budgets extend into the 100s of millions of dollars according to Ben Worthen and Jessica Vascellaro of The Wall Street Journal. The WSJ tech companies such as Microsoft, Yahoo! and Google are trying to be “first movers” in an attempt to sell products after the global economic slowdown. Read more.
The Digital Billboard Display Ad
Audience is everywhere and the digital billboard is here to target audience in their cars, for example, as Financial Times’ Andrew Edgecliffe-Johnson looks at the billboard biz in the UK. Edgecliffe-Johnson says that outdoor ad companies have been collecting data on who each billboard’s audience is as they pass by each day and are ready to leverage this data on behalf of advertisers. Read more.
AOL On Board
In preparation for AOL’s spin-off, Time Warner has named a board for AOL which includes Michael Powell, the former FCC chair, and VC Bill Hambrecht according to Cécile Daurat and Sarah Rabil of Bloomberg. In total there are eight new board members which includes the chairman a.k.a. CEO Tim Armstrong. Other “boarders” are Richard Dalzell, a former CIO at Amazon.com Inc.; Karen Dykstra at Plainfield Asset Management; Patricia Mitchell, president of the Paley Center for Media; Fredric Reynolds, formerly of CBS; consulting firm pres James Stengel; and Jim Wiatt, former CEO of the Williams Morris Agency. Read about it.
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Tags: ad exchange, advertising, botnet, click forenensics, display advertising, media buying
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Monday, October 26th, 2009
“Data Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media.
Today’s column is written by Pascal Bensoussan, VP of Products at Aggregate Knowledge, a buy-side optimization platform.
As the “AdWords-ish-ness” of DoubleClick’s AdX 2.0 interface makes obvious, the goal of today’s exchanges is to bring greater scale and efficiency to the display space. There have been several reactions to this by the advertiser:
- Reaction A: “Great! Media buyers’ ability to cherry pick impressions and effectively price each one will usher in a new era of performance-based marketing.”
- Reaction B: “Rats! These exchanges will force a consolidation of 90% of inventory into the hands of same 3+ Goliaths.”
- Reaction C: “So what?”
Don’t be quick to dismiss perspectives B and C as the view of the naysayers and uninformed. A look at the differences between the display and search marketplaces yields some important insights supporting these views.
Remember, search grew wildly from the widespread adoption of small advertisers who could go create a text ad themselves and fund their campaign on their credit card. Display is the opposite: due to the higher costs of entry, display is a medium-to-large advertiser/agency game. Even with the emergence of self-serve interfaces offering pre-packaged creative templates, the generation of non-amateur-looking display creative with interactive rich media components is beyond the capabilities of the vast majority of small businesses. Layer on the complexity of managing audience data and impression-level bids required for participation in an ad exchange, and most media buyers are brought to their knees.
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Tags: ad exchanges, adwords, Data-Driven Thinking, doubleclick ad exchange
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Monday, October 26th, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Ad Networks Preferred
The New York Times’ Stephanie Clifford says that even though big brand marketers may make a few high profile buys of “premium” ad inventory – such as the home pages of newspapers – it doesn’t mean the newspapers are continuing to reap the benefits of direct sales to the marketers. She says marketers may increasingly use ad networks who provide reach at a cheaper price. Read more.
Marketers Asking More Of Agencies
Marketers budgets may be loosening up a bit that doesn’t mean agencies are having it any easier as Suzanne Vranica of the Wall Street Journal points out in her article, “Many Big Marketers Go on the Hunt for New Agencies “. Vranica says marketers look for an increased competition of ideas among rival ideas in new account reviews that bubble up great thinking and drives down price. Read more.
What I Did On My Summer Vacation
Greg Coleman, President and CRO of Huffington Post relives the past year and the aftermath of his dismissal from AOL. According to Coleman, the break provided a great time to figure out what the next steps were going to be. As Coleman admits, the significant sum which was paid to him on leaving AOL was very helpful, too. Read “Sharpen the Saw” on HuffPo.
Ad Exchanges Research
Muthu Muthukrishnan has made available his research paper made in cooperation with Google on ad exchanges, which he will present at the upcoming WINE ‘09 Workshop on Internet Network & Economics. Googlers assisting Muthukrishnan included Rahul Bafna, Eyal Manor, Yishay Mansour, Noam Nisan and Scott Spencer among others. The paper digs deep into the math of the exchange and its auction and offers some thought-provoking conclusions such as the need for an ad quality metric which overlays the auction and incentivizes advertisers. From Muthukrishnan’ blog, “my slice of pizza“, you can download the paper here (PDF).
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Tags: ad exchange, ad network, google, greg coleman, interclick, microsoft, yahoo
Posted in Ad Exchange News | No Comments »
Friday, October 23rd, 2009
“Ad Agents” is a new column written by the agency-side of the digital media community.
Martin Kelly is co-Founder and Managing Partner of UK-based agency, Infectious Media Ltd.
On a recent trip to New York, Infectious Media met with Adexchanger.com amongst others to chat about the exchange space. The sector is growing rapidly in the UK at the moment, with advertisers, agencies and publishers all showing a real appetite to grow their involvement. One of the biggest differences that surprised everyone we spoke with in the US was to hear that exchange liquidity and, more specifically, inventory quality was a problem in the UK. To illustrate this, I’ll give you a tale of two premium publishers that we’ve been dealing with.
The first has gone in to the exchange space head first. They are not someone who we would have expected to be trading on exchange, and if they weren’t, I doubt we would be trading with them. They have dedicated time and resource to understanding how it works. They have made some mistakes – undoubtedly sold some of their inventory for a much lower price than it’s probably worth and I’m guessing it’s been a real headache for them. But over time, something magical has happened for them – the volume we buy from them has increased steadily as have the CPM’s that they are receiving for their inventory. From our perspective they have proven through a strong ROI that their inventory is good quality, and in a depressed and over-supplied market, this is a great story.
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Tags: ad agencies, ad exchanges, display advertising, marketing, media buying, UK
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Friday, October 23rd, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Search Spend Trend
The Wall Street Journal’s Emily Steel covers trends in search ad spending and how marketers are trying new strategies (display!) to get the most bang for their buck. She cites recent GroupM Search and ComScore research as marketers are using social media advertising – presumably display advertising – to drive to paid search and the bottom of the purchase funnel. Read more.
New York Times Upbeat On Digital
The New York Times’ reported its Q3 earnings and though there are plenty of challenges on the print side, the digital side appears to be showing strength already in Q4. During the conference call, Janet Robinson, President and CEO of The New York Times Company said, “Early in the fourth quarter, print advertising trends in comparison to the third quarter have improved modestly, while digital advertising trends are improving more significantly.” She also notes, “an improving trend regard to display advertising.” Read the call transcript on Seeking Alpha. Download the earnings release here (PDF). Still no word on a digital subscription model at the Times. But, competitor Newsday is going for it.
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Tags: ad exchanges, adwords, display advertising, google, new york times
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Thursday, October 22nd, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
OMG Digital And Fox Partner
Reminding everyone that Fox has a demand-side platform, too, Fox Audience Network (FAN) and Omnicom Media Group announced that FAN will provide its planning tools called Living Segments to the media services agency. According to the release, “The agreement marks the first time that an online advertising platform and media agency have forged an integrated partnership to create more effective consumer segmentation, and more efficient bidding and buying strategies.” FAN president Adam Bain calls FAN’s offering a “real-time audience planning and buying platform at scale.” Matt Spiegel, CEO, Omnicom Media Group said that the partnership would allow OMG “to deliver the information consumers want in the environments that matter most to them — quickly and cost effectively.” Read the release.
Yahoo Reports Q3 Earnings
Yahoo! reported slightly better than expected Q3 2009 financial statement with 13 cents per share earnings on gross revenues of $1.58 billion, down 12% from a year ago, and net revenues of $1.13 billion. Download release here (PDF). Get slides, too (PDF).
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Tags: ad exchange, Ad Networks, doubleclick ad exchange, google, media buying, Q3 2009 Earnings, yahoo
Posted in Ad Exchange News | No Comments »
Wednesday, October 21st, 2009
Amiad Solomon is CEO of Peer39, an online semantic advertising technology company.
AdExchanger.com: Please describe momentum in 2009 for Peer39.
AS: This has been a breakout year for us as we have been recognized as the leading innovator in the field of semantic advertising and targeting. Early in 2009 we started working primarily with publishers that have a bulk of unclassified content – mainly news and general interest – enabling them to classify the content and sell it at higher CPMs. We found a sweet spot here in helping publishers to capitalize on a secondary premium class of inventory. Now, as our business has grown, we see a huge emergence in the role ad exchanges are playing in the buying and selling of non-guaranteed inventory. That has pushed our market expansion beyond just publishers, with a trend toward deals with buying platforms, where we are able to provide semantic attributes to assess and increase the value of each impression.
In that there is a shift toward buying audience and addressable media by buyers, how can semantic/contextual targeting remain relevant?
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Tags: contextual advertising, media buying, Online Advertising, peer 39, peer39, semantic targeting
Posted in Data | No Comments »
Wednesday, October 21st, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Whither The IPO
The Deal’s Matt Miller looks at the initial public offering (IPO) marketplace and says that even though some IPOs were successfully launched in the past month, overall, it’s still tough sledding to go public. Reasons for the sluggishness range from fewer investment banks to a “risk-averse” mind-set according to Miller. Read more.
What Comes First: The Platform Or The App
Betaworks COO and Founder Andrew Weissman says that if you’re going to build a platform, you better start with building an application. Sound like splitting hairs? Hardly, according to Weissman, as he makes his case looking at Yahoo, Google and AOL among others. Read more on The Business Insider.
Hespos On Exchanges
The presentation made by Underscore Marketing’s Tom Hespos at the recent iMedia Financial Summit in NYC is now available on iMedia Connection. It clearly shows how audience buying – particularly unduplicated, segmented audience buying through networks and exchanges – is taking over previous targeting tactics focused on site placements as marketers look to stretch their marketing budgets and improve ROI. See the presentation.
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Tags: ad agency, ad exchange, ad network, aol, display advertising, entrepreneur, google, media buying, yahoo
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Tuesday, October 20th, 2009
As retailers prepare to enter their busiest season – Q4 and the holidays - Akamai has announced its ADS predictive segments solution for online retailers who want to reach in-market consumers and drive incremental sales. The new product is part of Akamai’s Advertising Decision Solutions (ADS) line.
How big is the in-market opportunity? According to Akamai’s press release, there is significant scale:
“Akamai data shows that there are 30 million shoppers typically in-market at any given time. This data also reveals that every three weeks, roughly 80 percent, or 24 million new users, will come into market, replacing consumers that have exited the market.”
Akamai’s CTO and senior vice president of Advertising Decision Solutions, Mike Afergan, says this product builds on the technology and products of Acerno (acquired in late 2008), and particularly on the ability to cross-sell the solution to existing Akamai partners. Afergan believes the data cooperative shared among its retailer clients has lent to a more effective solution for the marketer, also.
The final piece to the predictive segments announcement is the “pixel-free” feature which was under development prior to the Acerno acquisition. So rather than 1×1 transparent pixels which can slow down a site or may not cover it completely as well as other issues, Akamai’s pixel-free technology means faster “time-to-live” for customers and less impact on site performance in addition to driving better ROI for marketing programs according to the company.
AdExchanger.com spoke to Afergan about the details of the announcement.
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Tags: ad exchange, ad network, akamai, demand-side platforms, DSP, media buying, pixel-free targeting, retargeting
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Tuesday, October 20th, 2009
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.
Google Releases Campaign Insights
Ad Age’s Michael Learmonth looks at Google’s answer to Microsoft’s engagement mapping called “Campaign Insights.” According to Learmonth, Google compares data from the advertiser’s ad server and marries that to data from the Google Toolbar (- so that’s what it’s for!). The toolbar provides anonymous tracking of users who have been exposed to the ad and their habits such as what searches they did and sites they visited. The results are then compared to a similar group that hasn’t been exposed to an ad, and voila, two weeks later the advertiser gets an idea on how display budgets effects search. Two weeks though… that is a long time. As the timeline gets tightened up, the data will become much more useful. Read the article.
Time For Scarcity!
Media Link LLC consultant Wenda Harris Millard intimates that it may be time for MySpace to consider introducing scarcity to its ad model. In an interview with Mike Shields of MediaWeek, Millard says, “The notion of advertising in a social environment is by nature intrusive. [That kind] of advertising doesn’t really work.” Read more.
Baker On Real-Time Bidding
Following up on their recent webcast, DataXu’s CEO Mike Baker defines real-time bidding on ClickZ in the first of a series of columns. Bakers says RTB benefits include cost efficiency, yield management, actionable insights, retargeting, creative optimization and performance. Read the article.
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Tags: ad agencies, ad exchange, ad network, aol, campaign insights, google, google toolbar, media buying, yahoo
Posted in Ad Exchange News | No Comments »