Tagged 'rtb'

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.

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.

Adding Paid Media to Earned and Owned for Unpredictable Breaking News

Posted by John Mracek on June 11th, 2013 at 9:00 am

In today's world of non-stop reportage, social journalism, and grab-and-go newsfeeds, brands need to respond to breaking news quickly. Financial firms likely have a vested interest in an economy threatening to fall off a cliff, while a home furnishings company may want a voice around sudden news of housing-market improvements. Traditionally, this type of responsiveness has been the domain of brands’ owned and earned media channels to get a message out quickly.
But the rise in real-time ad buying has created a new opportunity for brands to own their destiny in the face of unpredictable news and events. As a result, there are now paid-media opportunities to add to your marketing arsenal.
For example, let’s say you lead an airline brand and a competitor is under fire for repeated mechanical issues and associated delays. This provides the perfect opportunity to proactively message your own carrier’s investment in the newest fleet of planes, or highlight a positive track-record of on-time arrivals as a counterpoint to your competitor’s negative press. Or, should a massive heatwave suddenly hit the headlines, it’s a natural fit if you market sunscreen, air conditioners or convertibles. There are endless examples of cases in which a brand could benefit from... Read more

Why Universal Device Recognition is Critical for Marketers

Posted by James Lamberti on May 22nd, 2013 at 12:00 pm

The mobile explosion means marketers can now reach consumers online, no matter what device they’re using. This makes universal device recognition critical for marketers looking to deliver relevant messages to consumers online.
AdTruth, the global leader in securing digital relationships, is teaming up with Adform, a provider of digital media trading technology and campaign management solutions, for a live webinar on May 30th to discuss how the entire online advertising ecosystem can benefit from improving audience recognition across desktop and mobile.
The two companies will delve into how Adform is using AdTruth’s universal device recognition technology to reach both desktop and mobile audiences efficiently and at scale.
During this session, attendees will benefit from:

Discussing the principles of universality: The ability to work on all device types and in all use cases
Programmatic-level performance: The ability to support billions of impressions at millisecond speeds
Privacy-by-design: The approach that is at the core of device recognition technology empowering marketers and agencies to execute online campaigns while respecting consumer privacy and choice

Attendees will learn from Adform on how they’re utilizing AdTruth’s device recognition technology to support its platform’s desktop and mobile real-time bidding (RTB) capabilities to increase campaign reach and audience engagement.
Join the conversation May 30th, 2013 at 6... Read more

Why Mozilla Needs To Look Beyond Users Alone

Posted by Alex White on April 16th, 2013 at 5:17 am

We are all aware of the uproar incited when Mozilla announced that it was releasing a patch that would effectively block third party cookies for their users. Mozilla is doing this, it claims, because users are scared of companies tracking their whereabouts and are crying out for better privacy protection.
But a browser company that owns 30 percent of the browser market has a greater responsibility to the industry they operate in than to just the user. Mozilla is ignoring a huge portion of these parties. I really believe that the company feels that they are working on behalf of their users, but I also don’t think Mozilla realizes all of the touch points that they are operating within. The user is the main party they interface with, but the Firefox browser interfaces with the web, and there are a number of parties involved beyond just the User. Let’s take a look at those parties.
Meet the surfer: The surfer, or “the user,” as many like to call this constituent, is the innocent person who traverses the web, day in and day out, reading this and purchasing that, watching that video and looking at this friend’s latest pictures or update. The surfer... Read more