The real time world of display advertising
The real time revolution in online display advertising is here and it's disrupting the industry. Data-driven performance display ad solutions are pushing the envelope. No wonder that display is growing faster than any other marketing channel, including search.
What's making this possible is the growing use of massive data volume (also called big data) to optimise and personalise campaigns in real time.
Advertisers’ data is now being intertwined with display ad management - they are finally coming together, after years of running untargeted campaigns that resulted in many wasted banners.
I promise to dive deep into big data in a future post (meanwhile, you can read about how best to use first party data in my previous post). Today, the spotlight is on real time.
AOL turns to Yahoo's ad exchange to move inventory
How to compete with Google in the display advertising space? Late last year, three unlikely allies, Yahoo, AOL and Microsoft, forged a pact that would allow each company to sell certain display ad inventory for the others.
At the time, Yahoo and Microsoft decided to use different ad exchanges, while AOL remained undecided.
Tapjoy opens up mobile ad buying marketplace
Thanks in large part to the popularity of the freemium business model amongst mobile app developers, mobile ad platform Tapjoy has built an advertising network that reaches some 70m active users each month.
Now it's hoping to really cash in on that audience by opening up its ad buying marketplace to all advertisers.
Publishers survey shows the growth of real-time bidding
44% of publishers now sell display inventory via real time bidding (RTB), a figure which rises to 49% for North American respondents. Overall, RTB accounts for 17% of global display revenue.
These are some of the findings from Econsultancy's second Online Publishers Survey Report, carried out in association with the Rubicon Project, and based on a survey of nearly 500 online publishers, sales houses and rep firms.
More highlights from the survey coming up...Brands buy 'influence', but do they really get it?
Forget 'audience', 'unique visitors' and 'page views.' Thanks to social media, more and more brands are looking to base media buys on new metrics like 'influence.'
Take, for instance, the brands that are turning to the Influencer Network put together by Condé Nast's Vogue.
AdWeek describes the Influencer Network as "a panel of some 1,000 women deemed to have sway over other women, based on how active they are on social networks like Facebook and Polyvore, a fashion site where people create collages of outfits and share them with other members."
Is Apple's iAd dying a slow death?
When Steve Jobs introduced Apple's mobile advertising network, iAd, to the world, he effectively said it would be a game-changer for mobile advertising. Although some of us were skeptical, who would bet against him?
A year later, it appears that the skepticism was well-placed. iAd is, according to a new report by Bloomberg, floundering.
Apple starts squeezing pay-per-install apps
The numbers leave no doubt: when it comes to buying mobile apps, consumers feel far more comfortable handing their money over to Apple via the App Store.
A big reason for that is Apple's app approval process, which, love it or hate it, arguably provides a much greater level of quality assurance than is found in competing app stores, such as Google's Android Market.
But despite Apple's often opaque approach to App Store rules, the iPhone developer ecosystem isn't exactly squeaky clean...
Oh no! Is social the next display?
When you think of social media marketing, the words and phrases 'personalized', 'one-to-one', 'integrated' and 'user-generated' probably come to mind. But will it still be that way in a few years' time?
Not if a startup called Adaptly has its way.
Why does the LSE website have advertising?
As one might imagine, running a stock exchange is a fairly profitable business. Case in point: the London Stock Exchange (LSE), which earns over $100m a year in profit running one of the world's most recognizable equities markets.
Most of that profit is, of course, derived from the operations of markets and ancillary market services, such as the distribution of stock information. Yet if you go to the LSE website, you might notice that the exchange has no qualms about making a little bit extra on the side through display advertising.
OpenX targets big advertisers with OpenX Enterprise
OpenX became a player in the ad serving market by offering free and open-source versions of its ad serving technology.
But the online ad market is growing in sophistication, and larger advertisers are increasingly buying ads from a wider variety of sources, such as DSPs.
