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Posted by Jeff Hirsch
in Targeting, on March 10, 2010 at 11:32 AM PDT
A recent study AudienceScience commissioned with Forrester Consulting revealed what we’ve seen firsthand over the last few years— marketers are seeing the power of audience targeting and display for two of their critical campaign objectives: a direct response channel AND as a branding channel. 77% of marketers surveyed for this...
Posted by Jeff Hirsch
in Targeting, on February 22, 2010 at 04:33 PM PDT
One of the chief concerns advertiser’s have about working with ad networks is that they often have significant access to data, however there is rarely transparency about its’ origins. On the flip side, publishers want to make sure that how their data is utilized is 100% under their control. So how do you know where...
Posted by Jeff Hirsch
in Targeting, on November 30, 2009 at 03:14 PM PDT
As the FTC and IAB iterate over consumer privacy legislation, and the industry concern continues to swell, we are recognizing that the basis of the issue lies in general misperceptions and lack of consumer education around targeted advertising. As an industry we have acknowledged this fact, yet educating consumers and industry outsiders remains...
Posted by Jeff Hirsch
in Targeting, on September 23, 2009 at 10:18 AM PDT
After having visited Japan almost two years ago, I recently had the pleasure of attending and presenting at the very first ad:tech Tokyo. Because it was the first ad:tech held in Japan, the folks who put it on obviously worked rigorously to make it relevant. The exhibit area itself was small, while the presentations and panels were...
Posted by Jeff Hirsch
in Targeting, on August 04, 2009 at 10:22 AM PDT
Finally - the industry is catching up to what we media professionals have known for a long time: the click is not the end all be all in terms of ad performance measurement. Sure, it is the lowest common denominator, and that makes it easy to measure and compare. Problem is, it ignores the bulk of the impressions that occur in...
Posted by Jeff Hirsch
in Targeting, on July 01, 2009 at 10:52 AM PDT
With an increased focus over the past few months, we as an industry have been concerned with getting the most with limited budgets and maximizing what we can offer our customers and partners for their the same or lower dollars than available in the past. Basically, strategizing ways to weather the current economic storm. Interestingly, in a new...
Posted by Jeff Hirsch
in Targeting, on June 12, 2009 at 11:05 AM PDT
I had the pleasure of participating on a panel at Digiday:Target this week in NYC and it occurred to me that behavioral targeting has reached its current acme because of one thing: data. Data is the foundation that we use to build audience segments that deliver relevant and effective advertising to Internet users, and as online communications...
Posted by Jeff Hirsch
in Targeting, on May 18, 2009 at 01:46 PM PDT
Last week, I attended the ThinkEquity conference “ThinkTomorrow ~ Today 2009,” and presented on a panel entitled “Targeting 2.0”, along with data and BT specialists from Quantcast, BlueKai and Google. We examined the evolution of targeting; where it has been, where it is going, as well as what best practices are today....
Posted by Jeff Hirsch
in Targeting, on May 07, 2009 at 12:05 PM PDT
Behavioral targeting has been around in the U.S. for several years now, gaining real momentum in the last two to three years as a standard marketing line item. We all know that behavioral targeting can help marketers, particularly during a distressed economy, by focusing ads on those browsers most likely to convert to buyers, thereby reducing...
Posted by Jeff Hirsch
in Targeting, on March 19, 2009 at 11:20 AM PDT
So Google has finally jumped on the BT bandwagon. Last Wednesday, Google began showing behaviorally targeted ads, and frankly, it’s something I (and many others) have anticipated for a while. With all of the non-contextual inventory they have now (YouTube, etc.), it is essential to have BT functionality. Empowering BT across all...
Posted by Jeff Hirsch
in Targeting, on March 03, 2009 at 12:07 PM PDT
Last week was a busy one for us! First, as you probably know, we officially announced the change of our company name from Revenue Science to AudienceScience. As the targeting industry has evolved over the years, so have we as a company. Today, we are a technology-centric media company focused on the science of online marketing. Our core value...
Posted by Jeff Hirsch
in Ad Serving, on January 12, 2009 at 12:09 PM PDT
The ad network space has gone through some major changes in the last couple years, and the transformation doesn’t appear to be stopping anytime soon. The latest evidence of this showed up in a recent report by content-tracking firm, Attributor, which said that Google now owns 57% of the ad-serving market. We’ve always considered AOL...
Posted by Jeff Hirsch
in Media Planning & Buying, on December 01, 2008 at 02:00 PM PDT
Over the last few weeks, we’ve watched the saga unfold as Web tracking company NebuAd and several of its ISP partners have been at the center of a $5million class action lawsuit claiming privacy violations. The lawsuit, filed by 15 angry online consumers whose Web traffic was tracked in detail by NebuAd’s technology, claims that the...
Posted by Jeff Hirsch
in Media Planning & Buying, on November 12, 2008 at 01:18 PM PDT
In past economic downtimes, independent research has demonstrated that the businesses who increase their advertising spend during difficult times are the ones who survive and thrive afterwards. Jeremy Mason, in our UK office brought this site to my attention and I thought it would be good to share...