Installing a central real-time hub that takes in data from all the spokes and pushes actions back out through the appropriate channels is an absolute must.
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
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.
Tags: Ad Networks, Ad Serving, advertising, advertising industry, brand advertising, digital advertising, display advertising, In-App Advertising, in-game advertising, LifeStreet, LifeStreet Media, marketoon, mobile advertising, real time bidding, real time bidding rtb, real-time, rtb
Posted in Ad Networks, Ad Serving, Creative Best Practices, Emerging Platforms, Entertainment, Humor, Social Media, Targeting, Wireless | No Comments »
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.
Tags: advertising, app, app monetization, applications, Evolution, In-App Advertising, LifeStreet, LifeStreet Media, marketoon, Mitchell Weisman, mobile monetization, monetization, real time bidding, real-time, rtb, Tom Fishburne
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Last week, Twitter launched a new ad product called “Keyword Targeting in Timelines.” This new targeting method enables advertisers to reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged. Twitter’s Kevin Weil later said that the big advantage of this new targeting technique is timing.
Twitter’s new capability is a well needed platform move and is similar to Google’s ability to target in “real-time” whoever searches for “buy shoes.” One could argue that searches have clearly better intent than tweets. For example, “Justin Bieber’s new song is awesome!” (and getting served an ad for his album). Keyword targeting doesn’t provide any timing advantage on any other platform, without understanding the sentiment and context of the entire tweet.
Twitter is right, timing means nothing if you are unable to react to things that happen right now. The big opportunity for advertisers is how to engage users in moments that matter to them. Advertising is about being in the right place and in the right time, yet finding the right users who have explicitly expressed interest isn’t scalable, it requires an intelligent approach to finding new users who also may be interested but haven’t expressed... Read more
Tags: advertising, keywords, marketing, real time marketing, real-time, social advertising, social marketing, twitter
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