Tagged 'dsp'

How to Build a Platform

Posted by Bill Guild on February 3rd, 2014 at 3:46 pm

When I was a kid, I spent a good deal of my time building a tree house. I collected all of the scrap material from around the neighborhood, brought it to my tree, and nailed it in place. I didn’t have a plan, but I had a grand vision, and that vision drove me to collect more pieces of scrap regardless of how they fit or didn’t fit into the structure. Eventually the tree house was more reflective of the scraps I had collected than of the original vision. I had a grand time in that tree house, but I don’t think it qualified as a dwelling. It wasn’t very safe, and I had to constantly patch it back together as the poorly fitted joints and connections failed. Of course, that is the point of a tree house. It is a pastime. The constant need for maintenance and complete lack of utility are part of the charm. Not so with a media platform.
I am reminded of my tree house when I read that so-and-so holding company has made another acquisition that “further extends their platform.” Those kinds of platforms are not the ones I want to base my business on.... Read more

Tackling Fraud Without Scale – What’s the Point?

Posted by Alex White on October 9th, 2013 at 1:53 pm

“Suddenly the anti-bots business is booming,” according to Adweek’s Mike Shields in a story this week about several tech companies pivoting into the fraud prevention space. A more accurate take on the situation is that suddenly, more people see a way to profit off of a problem that advertisers have refused to address for years.
Ask any advertiser why they avoid real-time bidding platforms or exchanges and they’ll likely cite one of two problems: lack of transparency into inventory quality, and fraud, which refers to ad impressions generated by bots rather than actual consumers. These are both legitimate concerns, but they also serve as easy crutches for advertisers to lean on.
First and foremost, there’s no reason to fear “bad” inventory in RTB marketplaces. The technology to review an impression pre-bid and give the advertiser’s platform some sense of the page’s content before the bid is made has been available for nearly half a decade. Advertisers who use these technologies can set certain parameters and use the available data to avoid unwanted content adjacent to their ads, or simply avoid undesirable sites’ inventory altogether. If advertisers aren’t using these tools at this point and remain concerned about where their ads might appear... Read more

Hitting the sweet spot: going big vs. being effective

Posted by Alex White on August 8th, 2011 at 5:35 am

What makes a great communicator? Is it mastery of all the pertinent facts? The skill of a turn of phrase or use of engaging metaphors? By all means these are skills necessary to be good. But greatness comes when each listener feels that the speaker is communicating “directly to me,” even surrounded by even thousands of people.
That’s kind of the way it is with online advertising. Marketers want to go big, reach the biggest audience possible. But it has to be the right audience receiving the message otherwise those ad dollars will go to waste. Understanding and mastering that tension – macro/micro, buckshot/laser, Yao Ming/Spud Webb – is key to targeting success in RTB.
In my current role I often hear companies ask, “How many categories is the right amount in a taxonomy?” This is an interesting question and there are a ton of opinions out there. The IAB has put forth a recommendation as to the structure and makeup of a taxonomy that aims for standardization. It is recommended that companies in the contextual or semantic space follow at least the first two levels in a hierarchical structure, and further granularity is at the partners’ discretion. Google (of course) has... Read more

The Second Half of 2010 — Looking Into a "Simplified" Crystal Ball

Posted by Michael Sprouse on June 23rd, 2010 at 2:00 pm

Earlier this year, I made predictions about key trends we were likely to see in 2010 in the world of interactive marketing. Now that we're at the halfway mark of the year, let's look back and see what has happened (a lot has!) and what might be in store for the second half of the year.
What Epic Media Group predicted in January 2010:

Industry Consolidation – This has begun to happen. Across the pond, LBI and BigMouthMedia combined. In the U.S., Epic Advertising and Connexus merged along with a few other small digital marketing services companies who were acquired recently. Google purchased Invite Media. In addition, there was a flurry of activity in the mobile marketing space--more on that below.
Flight to “Performance” and Campaign Measurability – As predicted, the gap between revenues coming from performance-based pricing and CPM-based pricing widened. By the end of 2009 and into 2010, the IAB reported that 59% of revenues came from performance-based, versus 37% from CPM (up from a 58%/38% split the first half of 2009).
Social Media – Not much needs to be said about the rise and popularity of social media, and the intense interest by advertisers in social media solutions. Social media is... Read more

Pre-Bought Vs. Demand-Side Platforms – Know The Difference

Posted by Jay Friedman on January 28th, 2010 at 12:00 am

Demand-side platforms, or DSPs are becoming a buzzword lately, along with impression scoring and real-time bidding.  These three terms all point to platforms that allow an advertiser to procure its inventory "on the spot" without any waste.  This is very different from the many ad networks that pre-buy their inventory in bulk and parse out on the back-end. 
Full disclosure here.  We are an ad network that does not pre-buy inventory.  We buy on demand as clients agree to work with us so that we can get the exact inventory that independent data says will fit their goals.  That said, firms like Invite Media and Media Math are now making news for similar functionality.  The gist is that whether buying through exchanges or through publishers directly, and pairing the latest behavioral data with that inventory, DSPs are able to acquire only the impressions that are the best fit for their advertisers' needs while turning away any impressions that don't make sense for clients on the roster at that time.  Many on the DSP side say that this method eliminates waste and improves metrics.
Networks that pre-buy, and most ad networks that have become popular in the last few years do so,... Read more