Tagged 'real time bidding'

What Does “Real-Time” Really Mean?

Posted by Bill Guild on June 24th, 2014 at 8:31 am

Within the realm of programmatic media-buying, real-time bidding is one of the most popular and well-known types. Many people associate this form of advertising with instantaneous action, and it is true that a media-buying decision is made within the span of 200 milliseconds, but split-second timing does not define “real-time.”
Real-time is a relative term. While it is commonly made analogous to actual elapsed time, it is actually based on events as well as timing. The computer industry coined the term as a way to describe a constraint in which an event creates an operational deadline for a system response to occur. In other words, real-time depends on the process at hand. Within a window of opportunity, an action needs to take place while it is still relevant.
Let’s pretend that you are driving home from a party. As you drive, you are bothered by a comment that was said to you at the party. It was put forth jokingly, but it left you offended, you suddenly think of a witty return to the statement made to you. You say it out loud, mockingly, to your car windshield, as though the person at the party can still hear you. With this, you... Read more

RTB Brings Granularity

Posted by Mitchell Weisman on August 20th, 2013 at 6:00 am

Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.

Evaluating Programmatic Campaigns – Fourth and final tip

Posted by Bill Guild on July 31st, 2013 at 7:41 am

In this fourth post in the series, I will discuss how to evaluate campaigns run through programmatic media buying systems.  I will discuss how to apply common metrics so these campaigns can be compared to other types of campaigns in a cross media mix, and I will discuss the very different metrics to apply when optimizing within a programmatic media buy or between programmatic media buys.  Finally, I will share some of the measurement flaws we have experienced and how to avoid them.
Comparing cross media campaigns
Cross media campaigns almost always involve the challenge of reconciling unlike metrics.  When comparing TV to Online, it isn’t sensible to use GRPs which don’t have much meaning online and it isn’t possible to use clicks or beacons which don’t exist in TV.  The best thing to do is estimate the impact each campaign has on the bottom line then compute the Return on Advertising Investment.  Keep in mind that a fair comparison can only come from similar metrics.  It is usually possible to apply a much more granular metric to one channel than can be applied in the other. For example, if a TV ad will be evaluated by measuring the change in sales... Read more

How Media Planners can Succeed with Programmatic Buys – Delivery – Third of four tips

Posted by Bill Guild on July 18th, 2013 at 3:14 pm

In part three of my tips for success in programmatic media buying series I address how to deliver  an effective CPM campaign. I will share with you tips for delivering a successful CPM campaign as well as tips for working with a partner who is delivering the campaign for you.
When evaluating CPC and CPA campaigns, ad delivery is usually not an issue. A partner may deliver as many clicks or actions as possible and will be paid a fixed rate for each one. Since there is no expectation of a minimum or maximum number of responses, and since the client doesn’t worry much about the number of impressions served to achieve the responses, delivery is rarely an issue. For CPM campaigns, delivery is typically defined as spending a specified budget at a specified rate. Additionally, the client often has a back-end performance goal and wants the spend spread evenly over the flight. Balancing these, often conflicting goals is what makes delivery a challenge.
In the simplest form of programmatic media buying, the campaign manager enters the audience targeting criteria, sets a bid, and launches the campaign. As the campaign progresses, the campaign manager will evaluate performance reporting and make appropriate adjustments.... Read more

Online Advertising is Evolving. Are You?

Posted by Mitchell Weisman on July 9th, 2013 at 6:00 am

Online advertising is evolving at unprecedented rates. Thanks to the growth of exchanges, transformative technologies such as Reak-Time Bidding (RTB), and standardization work by industry associations like the IAB, online advertising is quickly becoming a liquid marketplace.