Tagged 'IAB'

Online Advertising Boosting Economy According to IAB

Posted by Jeff Hirsch on July 1st, 2009 at 12:00 am

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 take on the recession, the IAB commissioned a groundbreaking study to examine how our industry is actually benefitting the U.S. economy reflecting how the ad-supported Internet has a positive impact regarding revenues and job creation. According to the report, interactive advertising is responsible for $300 billion of economic activity in the U.S. and a total of 3.1 million Americans are employed by our interactive ecosystem.
The study examines this impact with a broad scope, addressing improvements in productivity, research and social infrastructure, as well as business innovation and even reduction in environmental waste. Taking it one step forward, from an interactive marketing standpoint, it seems that targeting can be seen as playing a significant role in this positive impact on the economy.
How does targeting benefit our economy? Given that there is the necessity for ad supported content, it follows that consumers... Read more

Seven days, three conferences, two panels, one keynote, and a name change!

Posted by Jeff Hirsch on March 3rd, 2009 at 12:00 am

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 proposition is that, simply, we help marketers and publishers find and understand audiences. The name AudienceScience instantly conveys the essence of our mission.
 
There has been no change in management and we will be providing the same industry leading service upon which we have built our reputation. The name is new, and we will continue to offer our leading audience technology platform and targeting marketplace, recording billions of behavioral events daily and reaching over 385 million unique Internet users. As we look forward to a new era for the company, our focus remains on empowering Web publishers, marketers, networks, exchanges, and agencies to create intelligent audience segments to connect people with relevant advertising.
 
We made the formal announcement at the IAB Annual Meeting last Monday, and had a great time at the event. I was able to check out the New York Times new interactive... Read more

Just Because You Can Means You Shouldn't

Posted by Jay Friedman on March 3rd, 2009 at 12:00 am

Last Thursday I attended two events where the tone and direction of the participants couldn't have been more different.  I started the day at OMMA Behavioral, where I heard some ideas that were outright "creepy."   
I sat with a gentleman at lunch who has started a company that claims to have 100MM unique records, all of which have a) offline personal information, b) the email address for that person, and c) that same person's IP address so they can be targeted by display ads.  Of course, "it's 100% opt-in."  So are the EULAs we all accept in MS Office, but at some point the notion that someone has "opted in" won't be enough.
Then, that evening I had the pleasure of attending an outstanding dinner sponsored by JEGI and Booz&Co.  The attendees were many of the "who's who" of online and both of these companies put together an amazing evening. Among those attendees was IAB CEO Randall Rothenberg.  A key discussion he brought up during the evening was that government regulation over our activity IS in fact coming if we don't police ourselves right now.  In fact, he's written about it extensively on his blog. This is a serious... Read more

The IAB Chairman Rants, and I'm Not Sure Why

Posted by Jay Friedman on December 14th, 2008 at 12:00 am

Watch this (http://tr.im/2a4y) and please tell me you're as shocked as I am.  I've never met or spoken with Mr. Rothenberg, the IAB CEO, but I'm going to assume he's a very intelligent man given his position and importance in our industry.  Why then, is the increasing complexity (and hence, advancement) of audience measurement and all online metrics a problem?
He cites that most marketers don't understand or can't keep up with the constant change and increasing complex equations being used.  Who's fault is that?  Not the people making advancements to our industry!  He then compares this to modern medicine, to which I wonder if the chairman of the AMA would tell those on the brink of devising a cure for a terrible disease, "STOP - your work is too complex.  Others won't understand it!"
There's obviously a huge difference between audience measurement and modern medicine.  The most obvious as it relates to his AdAge-proclaimed "rant" is that with medicine, the average patient doesn't care to understand why the cure works, they just want it to work.  In marketing, everyone wants to know exactly why the new algorithm works better than an old one.  Fair enough, but put that on... Read more

The ISPs Caved – And Didn't Need To

Posted by Jay Friedman on October 15th, 2008 at 12:00 am

Boy I am I disappointed in Verizon, AT&T and Time Warner Cable - and you should be too.  In every other direct response industry personally identifiable information is bought and sold regularly.  You want names and physical home addresses of all the people who like tennis, are religious, and likely drive domestic full-size pickup trucks?  No problem!  But no thanks to these three, trading even anonymous individual user behavior will be harder.
The thing is, to those outside our industry this BT thing is quite complicated.  Differences between cookies, anonymous ISP data, and intercepting ISP data are gigantic to us but to those outside the industry (read: Congress) it all sounds the same.  So when called upon to testify about the not-so-legal kind of BT, not only did AT&T, VZ and TWC not show up but they went ahead and sold the rest of us out by promising that the future of observed user logs will be completely opt-in.  Are you kidding me with this?
I think I speak for many in the industry when I say I'm disappointed in this showing.  Certainly an attempt at education was warranted.  Anonymous ISP data use is far less harmless than PII exposure... Read more