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The Repeat: Aol. & Millennial Media

Posted by Jordan Greene in Ad Networks Media Planning & Buying Opinions Wireless on September 3rd, 2015 at 11:24 am

In AOL’s acquisition of Millennial Media, what looks to be a bold move to finally getting into mobile advertising effectively, may be nothing more than a repeat of history.  With the explosive growth in mobile phones and tablets, and the never-ending amount of time that consumers spend sucked into their portable screens, it would seem inevitable that mobile advertising would move on a similar growth trajectory.  AOL thought so too. Eight years ago.  So, we can’t have that short a memory as we have seen this play before.

Back in 2007, AOL purchased the first of the real mobile display ad networks, Third Screen Media, for $110 million.  The idea of that acquisition made the company look ahead of the curve to the outside world.  AOL saw mobile as coming, and acted upon it.  However, the valuation at the time made the company look like it overpaid, and internally the pursuit of the deal was met with great disagreement.

In reality, Third Screen Media was an early house of cards in mobile advertising, with more bluster than substance.  In perfect AOL fashion, instead of augmenting the new acquisition and leading the...

Data-Driven Marketing: Knowledge is Power [Infographic]

Posted by Joseph Vito DeLuca in Targeting Web Analytics on September 1st, 2015 at 1:29 am

Marketers are understanding the impact data has on creating relevance when it comes to carrying out effective communications channels with customers and potential customers. However, marketers are also finding data collection, segmentation and activation to be a daunting task.

In the below infographic by Yieldr, all of these points are outlined. For instance, one-third of marketers say their ability to analyze data to create personalized experiences is poor. Therefore, many marketers are seeking outside help, with data-management platforms playing a vital role.

Joseph Carrabis' Under the Influence: Reading Virtual Minds Volume I Science and History, 4th edition

It's with great pleasure and a little pride that we announce Reading Virtual Minds Volume I: Science and History, 4th EDITION. Readers unfamiliar with my work should read my iMedia columns. This book deals with all that I've written for iMedia and more.

Reading Virtual Minds V1: Science and History, 4th edThat "4th EDITION" part in the title is important. We know lots of people are waiting for Reading Virtual Minds Volume II: Experience and Expectation and it's next in the queue.

But until then...

Reading Virtual Minds Volume I: Science and History, 4th EDITION is about 100 pages longer than the previous editions and about 10$US cheaper. Why? Because Reading Virtual Minds Volume II: Experience and Expectation is next in the queue.

Some Notes About This Book

I'm actually writing Reading Virtual Minds Volume II: Experience and Expectation right now. In the process of doing that, we realized we needed to add an index to this book. We also wanted...

Emerging Technologies Showcased at SIGGRAPH 2015 Could Be Tomorrow’s Products

SIGGRAPH has always served as a unique forum for an array of cool and innovative technologies and computer graphics approaches. Last week’s SIGGRAPH 2015 conference continued the trend.

This marked the 42nd conference and exhibition; SIGGRAPH reported that almost 15,000 attendees, partners and media from 70+ nations descended upon the Los Angeles Convention Center.

Kristy Pron, SIGGRAPH’s Emerging Technologies Program Chair said at this year’s conference, “we wanted to find technologies that can be applied to daily life, whether it will be tomorrow or in a few years. We also wanted to uncover practical emerging technology apps from various industries such as automotive.”

So here are a few examples that are still in the nascent stage but could have real-world applications soon:

SemanticPaint – A collaborative effort by Microsoft, the University of Oxford and Stanford University. The SIGGRAPH demo unveiled what the research team says is a “new and interactive and online approach to 3D scene understanding.” The system lets users simultaneously scan their environment and interactively segments a scene by “reaching out and touching any desired object or...

Will An End to Ad Fraud Mean Bigger Budgets?

Posted by Roy de Souza in Ad Networks Ad Serving Media Planning & Buying on August 19th, 2015 at 1:32 pm

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As buyers begin to demand better metrics on both ad fraud and viewability from publishers, the definition of how to measure  ad fraud keeps changing. Like viewability, fraud numbers can vary depending on the third-party monitor. And if you’ve ever seen a rat on a charged grid stop moving because of operational neurosis, you know that marketers won’t unleash the biggest budgets unless they have some standards with which they can feel comfortable.

The only thing that will change all this is greater transparency. Earlier this year, IAB in partnership with ANA and 4As started an industrywide initiative known as the Trustworthy Accountability Group to help promote transparency. The MRC is also trying to establish a certification for fraud detection. But as with viewability, it’s not so simple. In March, the group released list of first principles around fraud detection, source identification, process transparency and accountability.

The first step is to arrive at a common definition of what constitutes fraud.

There exists a set of ad-related actions generated by infrastructure designed not to deliver the right ad at the right time to the right user, but rather to extract...