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Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version

Firefox 22 Will Block 3rd Party Cookies, Cookie Blocking Patch Live In Aurora Version | Insidedigital.org | Scoop.it

If you are the least bit involved in the Online Advertising Industry, you’ve likely heard about the new version of Firefox (22) coming this summer that will block 3rd party default cookies. If you are not aware, let me give you a quick run-down:


  • Basically, Firefox 22 will block ad network cookies by default
  • Firefox will have an option that allows you to accept cookies from the sites you previously visited
  • Users of this build of Firefox must directly interact with a site or company for a cookie to be installed on their machine. The patch also provides an additional control setting under the “Privacy” tab in Firefox’s Preferences menu.

Now, at the first of the year when all of this was coming to light, it didn’t seem too much of a big deal because it usually takes Mozilla a long-time to get releases fully in use. Well, that is until this Tweet popped up the other day:

The company has just added the cookie-blocking patch to the “Aurora” version of the browser, according to Stanford grad student Jonathan Mayer, who developed the patch. After testing the feature in Aurora, Mozilla will migrate it to the Beta version, and then will release it in the next version of Firefox — currently slated for release this June.

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Targeted Ads? TV Can Do That Now Too

Targeted Ads? TV Can Do That Now Too | Insidedigital.org | Scoop.it

TV networks and marketers are harnessing new “Big Data” tools to target ads by matching viewers of niche shows with their shopping preferences, making the television ad landscape more like the online one.


The marketing minds at Choice Hotels International Inc., which owns Comfort Inn and Sleep Inn, used to figure that ABC’s “Good Morning America” was the primo spot for advertising to would-be travelers.

Now they also like reruns of “Big Cat Diary” on Animal Planet, where they can reach a similar audience for a lot less.


In getting to that conclusion, they are taking a page out of digital advertising’s book, using new sets of data to help pinpoint viewers with much greater specificity than the traditional demographic categories of age and gender. A new crop of tools from companies such as Simulmedia Inc., Nielsen Holdings NV, Rentrak Corp. and TiVo Inc. has sprung up to apply the lessons of “Big Data” to television.


As the rise of digital and mobile advertising threatens to yank ad dollars from the big cable companies and broadcasters, networks and marketers hope the new technologies will have the ability to leverage huge databases on what products consumers buy and which obscure shows they watch, making the television ad landscape more like the online one.


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Apple Prepping iAds for Programmatic Buying

Apple Prepping iAds for Programmatic Buying | Insidedigital.org | Scoop.it

Apple is readying itself to open its app advertising inventory to programmatic buyers, according to a hastily-deleted press release published by ad tech company Rubicon Project.


The release announced the company was partnering with Apple to make the vast array of Apple’s app ecosystem accessible to brands through Rubicon’s direct order automation platform.


The move is likely to radically transform Apple’s relatively small ad business, which has struggled to compete with Google and Facebook in the mobile advertising space since its launch four years ago.

Advertisers hoping to reach Apple’s 600m iTunes users via iAd currently have to purchase ads directly and upfront through iAd’s sales team. Programmatic or automated buying will dramatically simplify the process, enabling advertisers to book ads via an online platform.


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First Party To Whom? Display Targeting Data Demystified

First Party To Whom? Display Targeting Data Demystified | Insidedigital.org | Scoop.it

With the ever-increasing drone of industry rumblings about the demise of the third-party cookie, many ad tech players have begun highlighting “first party” prominently as a key buzzword in their positioning.


Frequently, this is used in the context of “first-party data” and, in some cases, “operating in the first party” for online advertisements.


This has led to a lot of confusion around the term “first party.” Every advertiser wants it, but ad tech vendors are offering multiple, disparate solutions under the umbrella term “first party,” when these solutions actually have very little in common.

First, Second & Third-Party Data – What You Need To Know

First-party data is generated and owned by the entity that is using it for its own ad targeting. First party is most often Customer Relationship Management (CRM) data that is gathered either from online or offline transactions with brand or behavioral data taking place on that brand’s website.


If this data is somehow transferred or brokered to another entity, it then becomes second-party data.


Third-party data is typically behavioral data tracked by a third party via a collection of sites that is then brokered to anyone who creates a relationship with that third-party vendor via a Demand-Side Platform (DSP) or other source.


Let’s break this down. In the advertising ecosystem, there are several participants, including:


  1. Ad provider/network/vendor
  2. Publisher
  3. Advertiser
Why The “Real” First Party Matters

Any marketer or advertiser gains an advantage from utilizing first-party data from both a data purity perspective as well as an operational/competitive perspective. After all, first-party data is the only data that competitors will never have access to.


Technology vendors that are positioning themselves as “first-party providers” can only be first party to one of these groups: either an ad provider, a publisher or an advertiser (though they may give a different impression). For entities they are supporting down the line in the chain, they are operating in the second or third party, depending on how many hands touch the data.


To clarify further, a publisher or ad tech vendor may state they are “operating in the first party” or “using first-party data” (these phrases are often used interchangeably) — when, in actuality, they are operating in the first party on behalf of themselves. Unfortunately, these two little buzzwords have given advertisers a misguided belief.


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3 Massive Ad Trends You Won’t Ignore in 2015

In 2014, advertisers saw how the changing face of the internet affected their consumers and stepped of their game. With an increase in attention towards more targeted methods, such as native advertising, many are beginning to see how streamlining ads and creating user-specific content generated higher ROI.


So what's next? 2015 will continue to change the way we buy ad space online and create user-centric digital content. We've kept our eye out for the emerging trends and hand selected the most important for the coming year, so without further ado, here are the 3 advertising trends you shouldn't ignore in 2015.


1. Direct guaranteed programmatic


There's no argument: the way we currently buy ads needs improvement. Ad buying has progressed through the years to adjust to the digital world, but as so many clamor for top spots, advertisers are re-thinking the way they seek and purchase space. So, the online advertising arena is getting smarter and the solution is direct guaranteed programmatic.


Direct guaranteed programmatic is a new way to buy ad space for set campaigns that covers both guaranteed and non guaranteed-contracts. What exactly does direct guaranteed programmatic mean, and how does it differ from programmatic guaranteed and real-time bidding? Direct guaranteed takes the methods of programmatic guaranteed buys and automates them so they can be used in typical ad buying scenarios.


Programmatic direct, while a small subset of the overall digital marketplace, has enormous potential for the future of online advertising because it helps advertisers find and buy relevant ad space automatically and channel their efforts into spaces that will give the highest ROI. Instead of using the mainstream services such as BuySellAds, be on the lookout for new solutions such as the UK based SmartyAds.


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High-Frequency Traders Turn to the Online Ad Market

High-Frequency Traders Turn to the Online Ad Market | Insidedigital.org | Scoop.it

In a red brick building in New York’s Chinatown filled with startups, a company uses custom computer programs to scout for opportunities, making millions of trades each day that generate tens of thousands of dollars in revenue. This company is not buying and selling stocks, bonds, or commodities: Its specialty is online ads.

 

High-frequency traders have found a new market to exploit. A growing percentage of the billions of display ads that pop up on computer screens are sold to the highest bidder at online marketplaces such as AppNexus, Microsoft Ad Exchange (MSFT), PubMatic, Rubicon Project (RUBI), and Yahoo! Ad Exchange (YHOO). Before the ads appear, they change hands in a complex volley of electronic trades among websites, ad space aggregators, exchanges, data analysts, and ad agencies. Real-time bidding “tends to be fabulously complicated,” says Ben Edelman, an associate professor at Harvard Business School who studies online advertising. “The number of intermediaries in a single ad placement can be just extreme.”

 

That web of transactions creates opportunities for arbitrageurs. Using computer algorithms, traders can scan the markets for price discrepancies, buying and reselling ads for small profits in a fraction of a second. “I see a lot of guys who buy from one exchange, and they sell to another exchange,” says Edelman. “Some buy from an exchange and sell it right back to that very same exchange.”

 

Here’s a simplified version of how the process works. Let’s say Ford Motor wants to advertise to consumers who had shown they were in the market for a luxury car—women age 35-60 who searched for Mercedes on Google (GOOG), “liked” a story about BMWs on Facebook (FB), or looked on About.com’s luxury car page. In each of those cases, Ford or an ad agency it hired, such as Omnicom Group, could create profiles of the people it was looking for and connect to an online exchange where advertisers buy spots. Websites send information on available space and audiences to the exchange. When Ford sees the audience it is looking for, it can bid for the space. If it wins, the carmaker’s luxury sedan ad immediately pops up on the website spot. The whole transaction takes place in 100 milliseconds or less.

 

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High-Frequency Traders Turn to the Online Ad Market

High-Frequency Traders Turn to the Online Ad Market | Insidedigital.org | Scoop.it

In a red brick building in New York’s Chinatown filled with startups, a company uses custom computer programs to scout for opportunities, making millions of trades each day that generate tens of thousands of dollars in revenue. This company is not buying and selling stocks, bonds, or commodities: Its specialty is online ads.

 

High-frequency traders have found a new market to exploit. A growing percentage of the billions of display ads that pop up on computer screens are sold to the highest bidder at online marketplaces such as AppNexus, Microsoft Ad Exchange (MSFT), PubMatic, Rubicon Project (RUBI), and Yahoo! Ad Exchange (YHOO). Before the ads appear, they change hands in a complex volley of electronic trades among websites, ad space aggregators, exchanges, data analysts, and ad agencies. Real-time bidding “tends to be fabulously complicated,” says Ben Edelman, an associate professor at Harvard Business School who studies online advertising. “The number of intermediaries in a single ad placement can be just extreme.”

 

That web of transactions creates opportunities for arbitrageurs. Using computer algorithms, traders can scan the markets for price discrepancies, buying and reselling ads for small profits in a fraction of a second. “I see a lot of guys who buy from one exchange, and they sell to another exchange,” says Edelman. “Some buy from an exchange and sell it right back to that very same exchange.”


Here’s a simplified version of how the process works. Let’s say Ford Motor wants to advertise to consumers who had shown they were in the market for a luxury car—women age 35-60 who searched for Mercedes on Google (GOOG), “liked” a story about BMWs on Facebook (FB), or looked on About.com’s luxury car page. In each of those cases, Ford or an ad agency it hired, such as Omnicom Group, could create profiles of the people it was looking for and connect to an online exchange where advertisers buy spots. Websites send information on available space and audiences to the exchange. When Ford sees the audience it is looking for, it can bid for the space. If it wins, the carmaker’s luxury sedan ad immediately pops up on the website spot. The whole transaction takes place in 100 milliseconds or less.

 

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Getting to know you

Getting to know you | Insidedigital.org | Scoop.it

IN “DIVERGENT”, A book series and Hollywood film, humans in a post-apocalypse Chicago are split into five different groups according to their aptitudes and values. All 16-year-olds take a test to be categorised for life. The world of online advertising is not quite as rigid as that, but gathering information about users and grouping them into sellable “segments” has become big business. Data are crucial to the $120 billion online advertising economy.


“This is an information war,” says Omar Tawakol, the boss of BlueKai, a data broker, which tracks users online and sells that intelligence to companies. “This is 100% about having more information about the customer and being able to generate more commerce as a result of it.” The internet has made it much easier to gather data about users because they leave traces wherever they go. Facebook and Twitter accumulate heaps of information, including ages, friends and interests, about people who sign up for accounts and spend time on their sites. Some of it is collected without users being aware of it. For example, Facebook’s “Like” and Twitter’s “Tweet” buttons on other websites carry a code that enables the social-networking companies to track users’ movements even if they do not click those buttons, says Peter Stabler, an internet analyst at Wells Fargo Securities.


The advertising industry obtains its data in two main ways. “First-party” data are collected by firms with which the user has a direct relationship. Advertisers and publishers can compile them by requiring users to register online. This enables the companies to recognise consumers across multiple devices and see what they read and buy on their site.

“Third-party” data are gathered by thousands of specialist firms across the web. “We have this tremendous growth of companies that people do not talk about as household names,” says Mahi de Silva, the boss of Opera Mediaworks, a mobile-advertising company that is one of them. To gather information about users and help serve appropriate ads, sites often host a slew of third parties that observe who comes to the site and build up digital dossiers about them. BlueKai, for example, compiles around 1 billion profiles of potential customers around the world, each with an average of 50 attributes.


To identify users as they move from site to site, third parties use technologies such as cookies, web beacons, e-tags and a variety of other tools. Cookies, widely used on desktop computers, are small pieces of code that are dropped on a user’s browser. According to TRUSTe, the 100 most widely used websites are monitored by more than 1,300 firms. Some of these firms share data with other outsiders, an arrangement known as “piggybacking”.


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Facebook Extends Reach With New Advertising Platform

Facebook Extends Reach With New Advertising Platform | Insidedigital.org | Scoop.it

The product, called Atlas, is a re-engineered version of the Atlas Advertiser Suite business Facebook purchased from Microsoft Corp. in 2013. It promises to help marketers understand which Facebook users have seen, interacted with or acted upon ads that appear both on Facebook's services and on third-party websites and apps.


It will also provide an automated ad-buying tool known in the industry as a "demand-side platform" or "bidder," which will offer marketers the ability to buy ads that target Facebook's members as they move around the Web.


The move is aimed at helping Facebook challenge Google Inc.'s dominance of the online ad space. Some advertising executives say Facebook could provide marketers with better targeting capabilities and more detailed and accurate information about ad campaigns than they previously have had access to.


Google reported second-quarter ad revenue of $14.36 billion. Facebook said it generated $2.68 billion in the same period.

Marketers increasingly crave data to help inform and measure their ad campaigns. In addition to the demographic information it holds about its members, Facebook also collects valuable data about the sites users visit and the types of content they click on and post across its service.


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The Marketers Taking Programmatic In-House Are Drawing Attention

The Marketers Taking Programmatic In-House Are Drawing Attention | Insidedigital.org | Scoop.it

The digital ad industry appears to be in the midst of a shift of power when it comes to programmatic trading. A rift has opened as a result of marketers' desire to know more and do more, and suppliers are now catering to marketers that want to take programmatic ad-buying into their own hands.


Yieldr, a display ad tech company, this week announced the launch of Yieldr Enterprise, a platform built specifically for agencies or brands building in-house programmatic ad-buying teams. Yieldr will also educate buyers on how to manage programmatic campaigns.


The announcement is timely in that it comes a few days after Accordant Media, an independent trading desk, also made moves to make programmatic buying easier for the “in-house” crowd, as first reported by AdExchanger. Accordant consolidated its programmatic offerings -- a DMP, a DSP, analytics and reporting -- into one stack, dubbed Accordant ATS.


We released Accordant ATS both as a reaction to marketers' sincere desire to adopt programmatic solutions as well as our sense that agencies are making a mess out of programmatic deployments and point-solution-oriented vendors need to get out of the media sales business,” Arthur Muldoon, co-founder and CEO of Accordant, said to Real-Time Daily.


“Programmatic is 1% to where it is going. We can make the programmatic advertising landscape a much better place for everyone through transparency, control and data activation," stated Tom Triscari, CEO of Yieldr. "The best way to do this is by fostering the growth of in-house programmatic education, knowledge and competency.”


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The Difference Between First, Second, and Third Party Data and How to Use Them

The Difference Between First, Second, and Third Party Data and How to Use Them | Insidedigital.org | Scoop.it

In managing display advertising campaigns, it’s important to make the most of your budget by taking advantage of all available forms of intelligence about your audience. That way, you can determine how to most efficiently and effectively reach them.


ReTargeter uses three kinds of audience intelligence data to optimize ad campaigns: first, second, and third party. All are important.

FIRST PARTY DATA: THE BEST STUFF

First party data is loosely defined as information you yourself have collected about your audience. (The “first party” is you.) In the context of display advertising, first party data is most often cookie-based data, and it can include information gathered from website analytics platforms, CRM systems, and business analysis tools.


In general, first party data is the most valuable data you can collect about your audience, and it becomes a powerful resource when tied to display ad campaign design. Because first party data provides specifics about your already-existing users and customers, it’s the key component of Site retargetingFacebook retargeting, and CRM retargeting.


With first party data, you can target returning customers by leveraging information that you already have about their past purchases and product interests. This strategy is a major element in Amazon’s astonishing success: their personalized recommendations of books and other products are a perfect first party data example. Overall, the more dynamic and personalized the ad, the better the chances for conversion.


First party data is always the most useful and valuable, but eventually you’re likely to find yourself in a position where you want to reach an audience that you don’t have first-hand information about. This is where second party and third party data become useful.

 

SECOND PARTY DATA: THE NEXT BEST STUFF

Second party data is essentially somebody else’s first party data. Second party data isn’t usually commoditized, but you can often work out an arrangement with trusted partners who are willing to share their customer data with you (and vice versa). For instance, a high-end watch company might partner with a yacht blog to find new customers, based on demographic overlap. Second party also plays a large role in audience extension and audience targeting.The possibilities are endless, and the key is to seek out, form, and maintain mutually beneficial partnerships.


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Marketers: Make Sure You Get the Audience You're Buying

Marketers: Make Sure You Get the Audience You're Buying | Insidedigital.org | Scoop.it
Audience data can help drives campaign performance, but is all data created equally? Here are six questions marketers should ask their data providers.


Earlier this year, Winterberry Group released the results of its programmatic survey, which revealed that data-driven marketing will increase 17.1% this year, reaching an astounding $20.6 billion in revenue. Moreover, 91% of marketers expect to deploy audience segmentation over the next two years. But to me this is all contingent on using quality data, a potential weak spot in some parts of the data ecosystem.


There's no doubt that audience data drives campaign performance. But is all data created equally? Apparently not. When we tested an otherwise reputable third-party data provider's gender segments against Shopzilla's fashion audience, the provider said only half of the visitors to our sites -- featuring women's skirts, dresses and handbags -- were in fact women. Our internal data showed otherwise. No wonder marketers are skeptical.


How can marketers ensure that the audiences they buy through programmatic channels really represent their target segments? Here are six questions every marketer should ask their data providers:


1. Do you collect data yourself or aggregate it from other sources?

Companies that collect data directly from consumers have complete control over how their data is classified and scored, and can target by individuals when activating that data in ad campaigns.

When third parties aggregate data from multiple sources, you won't have insight into quality or accuracy. Ultimately, the closer the provider is to its data, the more accurate it will be.


2. How recent is the data?


Recency is a key issue for marketers, especially for performance campaigns, though it is also relevant for branding initiatives. Ask your data provider for the look-back window (length of time that has passed since the consumer took an action that indicates intent) of the audience segment you're considering so you can determine if it's appropriate for your buying cycle.


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Canvas fingerprinting is tracking you, and you don't even know what it is

Canvas fingerprinting is tracking you, and you don't even know what it is | Insidedigital.org | Scoop.it

Canvas fingerprinting?


Popular, heavily trafficked websites are increasingly turning to “canvas fingerprinting” in order to track your online movements. Canvas fingerprinting is extremely hard to block, hard to detect, and has become a unique identifier that logs your ‘Net history as you jump from site to site without you knowing about it — on desktop and mobile devices.


Adam Kujawa, the head of intelligence at Malwarebytes, said canvas fingerprinting is a step above cookies and is exceptionally complex.

“Canvas fingerprinting is the act of extracting information from a user’s browser and using it paint a semi-unique identifiable token. The method requires the use of HTML5, which is a commonly used standard today, being used from making web apps to games,” Kujawa said.


“By utilizing the built-in canvas features of HTML5 and requesting various operations being made –out of the view of the user — by the browsers instance of HTML5, identifiable information can be extracted.”


Researchers from Belgium’s Ku Leuven University and Princeton University here in the States recently released their report on the tracking tool that comes from a little-known software company in Virginia called AddThis and several others firms, including Canadian-based dating site Plentyoffish.com.


The AddThis homepage blares: “Get more traffic with beautifully simple website tools.” (Disclosure: VentureBeat used AddThis in the past, although the tool is not in use on our site now.)

According to the researchers, canvas fingerprinting is in use on over 5,000 of the world’s most trafficked websites, including the White House, porn sites, and others. The researchers of the report put it this way:

“By crawling the homepages of the top 100,000 sites we found that more than 5.5 percent of the crawled sites include canvas fingerprinting scripts. Although the overwhelming majority (95 percent) of the scripts belong to a single provider (addthis.com), we discovered a total of 20 canvas fingerprinting provider domains, active on 5,542 of the top 100,000 sites.”

You can read the canvas fingerprinting report here. The study is still ongoing.


The shocker for the researchers is that while standard cookies, primarily on desktop, have long tracked your movements, with users being able to opt out with ad-blocking software, canvas fingerprinting actually takes control away from the users and is virtually impossible to detect.


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Disintermediation – The (not so) Secret Agency Dilemma - AudienceScience

Disintermediation – The (not so) Secret Agency Dilemma - AudienceScience | Insidedigital.org | Scoop.it

Since marketers are beginning to understand and ask questions of the complex digital advertising space (they have to) in a lot more depth and beginning to demand greater transparency to enable them to make more informed, savvy decisions when it comes to digital spend, there has been a lot of talk about the disintermediation of agencies.


It’s true, even for those of us working in the Adtech industry, the impact that technology is having on the development of the media industry is astounding. Does this impact mean that the agencies days are numbered?


As with other industries, the latest trends and even the most advanced technology has a shelf life. But what might be coming is not exactly disintermediation. A more positive way of looking at it is perhaps re-intermediation or even re-volution – because intermediaries are not going away. However the space is saturated and therefore the intermediaries need to be smarter, more streamlined, prove that they can add value rather than complexity by going back to basics and focusing on their core, specialist creative skills.


Looking at the current ecosystem, placement of a single impression might require a planning agency, buying agency, trading desk, DSP, exchange, DMP, SSP, publisher and two ad servers – that’s roughly 10 intermediaries. Miraculously, all mouths get fed and the ecosystem still manages to deliver good ROI.


These intermediaries provide essential functions, but their overheads compound. They all have sales forces, business development, marketing departments and so on. Advertisers find that the place to start looking for savings is the point where all overheads converge: the media agency.


So how did we get here?


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Old story, new outcomes.

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Streaming on Connected-TVs Continues to Rise (Study)

Streaming on Connected-TVs Continues to Rise (Study) | Insidedigital.org | Scoop.it

About two years ago, Crackle teamed up with Frank N. Magid associates to study how people consume video entertainment. Called “The New Living Room,” the study just released its second year results, which found that streaming movies and TV shows through set-top boxes, gaming consoles, and smart TVs has become the preferred way to watch TV content. Live TV can no longer stand up to the popularity of the stream.


To show the growth of at-home streaming popularity, Crackle pitted last year’s percentage of streaming households (74%) against this year’s (83%). However, the number gets even bigger when you consider just those surveyed between the ages of 18 and 34. Among that demographic, 90% stream movie and TV content at home.


Yes, more people are still watching live TV rather than streaming it during primetime. However, the live TV viewing numbers in this slot haven’t gone up since last year, while streaming increased from 43% of viewers to 45%, which looks even better for streaming devices in light of DVR viewing during primetime decreasing by 7%.


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Brands Are Wasting Time And Money On Facebook And Twitter, Report Says

Brands Are Wasting Time And Money On Facebook And Twitter, Report Says | Insidedigital.org | Scoop.it

The crux of the research suggests that brands are wasting their time, effort, and money on Facebook and Twitter to diminishing returns. A study conducted by the firm from earlier this year found that posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even more measly: A mere 0.07% of followers actually interact with those posts.


“Stop making Facebook the center of your relationship marketing efforts,” writes Nate Elliott, vice president and principal analyst at Forrester. Facebook has been in the process of tapering off its free-traffic firehose since January, as part of its promoted content push. Unpaid posts are out, paid is in, which puts anyone who relies on thesocial network for reach in a difficult position.


“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave,” Elliott continues. “Yet most brands still use these sites as the centerpiece of their social efforts—thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value.”


“It’s time for marketers to start building social relationship strategies around sites that can deliver value,” he adds.


Basically, if your brand is looking for engagement onsocial media you’re probably better off turning your attention away from giant networks like Twitter and Facebook. This is especially true if you're trying to engage fans on Twitter, where context is lacking and being funny is hard. (A few examples: herehere, and here.)


So where should you devote your time and energy? It really depends on your business. Forrester predicts that “branded communities” are going to be the next big thing in 2015, citing the fact that Sony's GreatnessAwaits.commicrosite for the PlayStation 4 attracted 4.5 million visits. If fans are looking for you, Forrester suggests, they'll seek you out.


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WTF is programmatic TV advertising?

WTF is programmatic TV advertising? | Insidedigital.org | Scoop.it

The $70 billion television advertising business is poised for a change. Following the path of desktop, social and mobile ads, the television industry is beginning to flirt with programmatic technologies. But the television ad ecosystem operates far differently than its digital cousin, so programmatic advertising — effectively, data-driven automation of advertising transactions — will take a different shape for the older medium. Here’s what that entails:


WTF is programmatic TV advertising?


Programmatic TV advertising is the data-driven automation of audience-based advertising transactions. It inverts the industry standard, in which marketers rely on show ratings to determine desirable audiences for their ads. Instead, with programmatic tech, marketers use audience data to pipe advertising to optimal places.


My head’s already spinning. Practically, what does that mean?


It means more specificity. Rather than relying on ratings for specific shows or channels, marketers can use programmatic tech to reach a more specific subset of consumers, like men with a $50,000 income who own an Android device. They don’t care if that ad shows up on X Factor or the X Games, as long as the target audience is watching. Most TV audience targeting today is not quite that advanced, however, which is one reason why programmatic TV is still in its infancy.


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Cross-Device Measurement: Believe the Hype

Cross-Device Measurement: Believe the Hype | Insidedigital.org | Scoop.it

With the rise of multi-device usage, it is not always the case that the device a consumer started their conversion path on (for example, searched for a product on their desktop computer) is the same device the final conversion occurred on (for example, purchased the product on their smartphone).


Facebook recently commissioned a study that showed multiple devices are now an integral part of our lives and switching between them is becoming standard practice. In fact, more than 60 percent of online adults in the U.S. use at least two devices everyday and almost one-quarter use three devices. More than 40 percent of online adults sometimes start an activity on one device only to finish it on another.

Marketers want the flexibility to use multiple marketing channels - from search to social to advertising publishers - to reach the right audience at the desired point in the purchased funnel. Of course marketers also want to measure these cross-channel and cross-device campaigns, but how?


What’s the Problem?


Measuring consumer behavior on desktops is relatively easy because of "cookies," pixels, and URL parameters. These methodologies are essentially irrelevant on the mobile Web, as they don’t work for apps and that’s where consumers spend almost 80 percent of their time when on a mobile device. With the ever-growing number of devices, platforms, operating systems, and advertising networks, this problem seems to be unsolvable.


When talking with attendees at mobile marketing conferences and events, I’ve frequently heard that the inability to identify consumers across devices is what’s preventing brands from spending heavily on mobile advertising even though they do believe that is where their customer is spending most of their time consuming media.


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High-Frequency Traders Turn to the Online Ad Market

High-Frequency Traders Turn to the Online Ad Market | Insidedigital.org | Scoop.it

In a red brick building in New York’s Chinatown filled with startups, a company uses custom computer programs to scout for opportunities, making millions of trades each day that generate tens of thousands of dollars in revenue. This company is not buying and selling stocks, bonds, or commodities: Its specialty is online ads.

 

High-frequency traders have found a new market to exploit. A growing percentage of the billions of display ads that pop up on computer screens are sold to the highest bidder at online marketplaces such as AppNexus, Microsoft Ad Exchange (MSFT), PubMatic, Rubicon Project (RUBI), and Yahoo! Ad Exchange (YHOO). Before the ads appear, they change hands in a complex volley of electronic trades among websites, ad space aggregators, exchanges, data analysts, and ad agencies. Real-time bidding “tends to be fabulously complicated,” says Ben Edelman, an associate professor at Harvard Business School who studies online advertising. “The number of intermediaries in a single ad placement can be just extreme.”

 

That web of transactions creates opportunities for arbitrageurs. Using computer algorithms, traders can scan the markets for price discrepancies, buying and reselling ads for small profits in a fraction of a second. “I see a lot of guys who buy from one exchange, and they sell to another exchange,” says Edelman. “Some buy from an exchange and sell it right back to that very same exchange.”

 

Here’s a simplified version of how the process works. Let’s say Ford Motor wants to advertise to consumers who had shown they were in the market for a luxury car—women age 35-60 who searched for Mercedes on Google (GOOG), “liked” a story about BMWs on Facebook (FB), or looked on About.com’s luxury car page. In each of those cases, Ford or an ad agency it hired, such as Omnicom Group, could create profiles of the people it was looking for and connect to an online exchange where advertisers buy spots. Websites send information on available space and audiences to the exchange. When Ford sees the audience it is looking for, it can bid for the space. If it wins, the carmaker’s luxury sedan ad immediately pops up on the website spot. The whole transaction takes place in 100 milliseconds or less.

 

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This Is How Click Bait Can Make Your Ads Better

This Is How Click Bait Can Make Your Ads Better | Insidedigital.org | Scoop.it

Everybody trying to eat each other. For years traditional agencies have been acquiring or developing digital resources with varying degrees of success. And as digital agencies have become powerhouses in their own right, it’s only natural that they have begun to eye a broader spectrum of communications to sustain growth.


While the traditionals (agencies) are comfortable adding digital talent resources, they still find it difficult to absorb and champion digitally inspired marketing philosophy. The digitals, on the other hand, still see themselves as the advertising world’s challengers and struggle to build or manage the very windmills they grew up tilting at.

It all leads to a lot of conference rooms with great talent from all sides of the equation scratching their heads and wondering what to do.

There are two key problems here that often block the path to that answer: bandwidth and earned versus paid media.

The traditional advertising process is deeply rooted in paid media. The core task of the traditional team is to tell consumers about the product in the best way possible. They don’t need to ask for permission to tell their stories—paid media takes care of that.

The digital guys, however, are obsessive permission seekers. Even most paid advertising online is competing for your attention with several other messages on the same page or screen. Digital folks spend a lot of their time worrying about how they get the consumer’s attention before they can actually talk about the product.

Both approaches are enormously valuable and produce different kinds of great work. The trick is fitting them together. Then there’s bandwidth. A TV spot contains millions of bytes of data per second: music, movement, sound, speech.

This is why it’s such a strong instinct to lead your client presentation with the TV spot. It’s rich with data and impact. Same goes for a manifesto. Five hundred words of glorious brand poetry read by your most impassioned gravel-voiced creative uses lots of bandwidth to get everyone in the conference room on the edges of their seats.

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Retargeting Derailed By Faulty Attribution, Viewability, Click Fraud

Retargeting Derailed By Faulty Attribution, Viewability, Click Fraud | Insidedigital.org | Scoop.it

Retargeting has been cited as one of the most powerful performance marketing tools, but 51% of respondents participating in a survey released Tuesday said they only allocate 10% of their monthly marketing budget to the media. Marketers cite a variety of issues that are derailing plans to move forward, although many see better click-through rates. 


The challenges limiting marketing investments run the gamut, including an inability to attribute ad retargeting performance, verify and generate large retargeting lists, and optimize bulk ad inventory. The Marin Software study of enterprise digital marketers on retargeting trends also cites a lack of transparency into costs and placement.


Marketers have major concerns with the viewabilty of ad placements. In fact, 38% indicate the inability to verify whether an ad was viewed, 37% have concerns about click fraud, and 34% point to campaign optimization. The findings suggest that greater control, targeting and reporting capabilities would increase investments in retargeting.


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Why you may be learning the wrong lessons from Facebook marketing gurus

Why you may be learning the wrong lessons from Facebook marketing gurus | Insidedigital.org | Scoop.it

How many times have you heard this phrase? If you’ve dabbled with social media long enough and been hearing from a lot of social media marketing gurus, a phrase something like the above would not be unfamiliar to you.

In fact, a lot of gurus would preach that social media is a platform to connect with your audiences and build relationships with them. “Be accessilble,” they would say. “Solicit feedback from your fans through polls and open ended questions. Check your social media sites often, including outside of normal work hours if possible. Make sure that your fans know how to reach you.”


These same gurus may also be preaching that in order to be successful on Facebook, you would need to have wacky and creative ideas. As such, a lot of brands and organizatons have been be ridiculously misled to run campaigns on social media that lack clear objectives, let alone driving new businesses.


One example would be the “Whopper Sacrifice” campaign by Burger King which was essentially a Facebook application developed to demonstrate brand loyalty. Visitors to the application, were encouraged to sign up and then choose ten of their Facebook friends to delete (“sacrifice”) in exchange for a free Burger King Whopper.


While the campaign was awarded the Gold for Web Applications at the Art Directors Annual Awards, but within a week, Facebook blocked the entire campaign due to a breach of privacy. Not only did the campaign lack effectiveness in driving sales, but it was also met with some backlash from the public.


Here’s the untold truth of social media – you can use it to generate sales, lightning fast. And the good news is that it doesn’t matter even if you’re selling seemingly “boring” products.


A recent social media campaign from 3M Singapore has proven that a Return of Investment (ROI) of over 1,200 percent can be generated on Facebook.


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A New Addition to the C-Suite: Chief Programmatic Officer

A New Addition to the C-Suite: Chief Programmatic Officer | Insidedigital.org | Scoop.it
There's a new C-level job on the horizon -- the chief programmatic officer. Here are three key skills the CPO will need to influence the board room.


The New York Times, AOL, Meredith and The Washington Post -- what do each of these media companies have in common? Within the past year, all have hired top executives as programmatic ad chiefs. Given that real-time bidding digital display ad spend is expected to grow another 38% in 2014 (after increasing 74% in 2013) and reach $9 billion in ad spend by 2017 (almost 30% of total digital display ad spend), it makes sense that these companies are investing senior-level resources to help embrace and monetize the massive opportunity.

Finally, the industry has realized that the debate is not about man vs. machine, but about how man can manage the machine to deliver the best outcome for all stakeholders involved -- media companies, brand advertisers and targeted consumers. We've placed a lot of power in programmatic technology's ability to scale ad buys and find more precise audiences, but human intelligence still remains the most important part of the equation.


More than ever before, a new crop of talent specifically tuned for more technical and analytical business requirements is rising out of the woodwork and taking hold in organizations across the ecosystem, from programmatic ad chiefs at media companies to programmatic media specialists at digital agencies. I predict that it won't be long before a second CPO joins the C-suite: Along with the chief product officer, the new chief programmatic officer will affect influential strategies in the board room.


Here are three underlying skills the new CPO will need to be successful:


1. See the forest from the trees. Despite its celebrity status these days, programmatic does not make sense for all marketing strategies or revenue-generating deals. The CPO needs to understand this and not only educate and advise the sales team on the best targets for sales, but also understand big-picture metrics such as return on ad spend (ROAS) in order to help steer the organization's clients and partners toward a direction that supports their larger strategic goals. There are inherent differences between the needs of brand marketers and performance marketers; a great CPO will be able to identify these differences and align the entire organization with the right brands and advertisers.


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TV is Finally Embracing Digital Ad Technologies

TV is Finally Embracing Digital Ad Technologies | Insidedigital.org | Scoop.it

Digital ad tech is finally making its way into the TV ad market after decades of talk about making TV ads more personal, more automated and smarter. Today, addressable ads on TV are a reality at Cablevision, Dish and DirecTV. Programmatic TV advertising as a long-term strategy is being evaluated by all of the major TV media owners and media agency TV buyers. And audience-based TV ad buying, while nascent, is now being tested by virtually every TV media owner and TV ad buyer.


What's causing the TV industry to finally move to new ways of filling the ad pods tied to their shows? Three reasons: fragmentation,

accountability and digital envy. First, audience fragmentation on TV is now quite severe. Nielsen data show that 65% of U.S. TV viewing is now on shows with a rating of under 0.5. Buyers and sellers need techniques to "re-aggregate" those fragmented audiences.


Second, thanks to Wall Street and big data, ad spend is under the accountability microscope at every major consumer marketer, making ROI-based measurements and the elimination of waste in both media and in the media-buying process very high priorities.


And third, now that digital is part of every marketer's communication mix, an appetite has been created for digital-like measurement, optimization and processes in TV ads as well, where the bulk of ad spend still goes for many brands.


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Cross-Device Tracking: Don’t Believe The Hype

Cross-Device Tracking: Don’t Believe The Hype | Insidedigital.org | Scoop.it

By: Robert Webster, Chief Product Officer, Crimtan


Recently the ad tech world has been getting very excited about cross-device tracking. What has been a theoretical holy grail for a long time is now being touted as ready for prime time. But as much as I am personally excited about cross-device campaigns, much of the recent hype is misleading. It is not ready for prime time because much more cross-device activity goes untracked than tracked.


The big Internet giants like Google, Facebook, Apple, Twitter and Amazon have the potential to deliver on this. But until they join the party, or we see the creation of a network of publisher log-in matched data, no one will be able to link the majority of journeys that users make.


As an industry, we need to be cautious. Marketers must understand the limitations of current cross-device methodologies, what is required to expand reach and the implications this entails.


How We Do It Today


There are currently four common methods to achieve cross-device targeting:


1. Linking log-in data: When a user logs in on more than one device, this data can then be linked.


2. Householding: Where different devices can be seen on one IP range and are combined with home data, behavior and more, they can be inferred as the same user.


3. Probabilistic methods:Combining device data (particularly with tablets), location, time and more with TV data to provide a multiscreen advertising and targeting approach.


4. Data links: Apps that can hear TV sounds, QR codes, NFC and more data links can join up devices to TV, print and outdoor for a cross-channel approach (more than cross-device).


Now all of these methods are very valuable for companies with the right technology. Many of the stats touted in the media are based around the householding and probabilistic methods. The problem is that the stats you hear in this space focus (obviously) on the number of devices you can join, not on the number you cannot.


In this simple example, I have a work PC, a home PC, a smart device and a TV. My home PC and smart device are regularly connected to my home network so I can be successfully targeted through the householding method. When you add TV, there’s also a good chance of targeting through probabilistic means.


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Why Agencies & Intermederies Must Evolve With The Shift To Closed Ad Ecosystems And Marketing Automation

Why Agencies & Intermederies Must Evolve With The Shift To Closed Ad Ecosystems And Marketing Automation | Insidedigital.org | Scoop.it

Walled gardens. Big media companies love walled gardens. Amazon, which was asked to speak at ATS London but predictably declined, has been aggressively pushing its data-driven bidder to most of the big trading desks globally.


The new self-serve solution will be enthusiastically used by the agencies, as they look to leverage all that Amazon first party data. The catch here though is that inventory and data within the Amazon domain can only be accessed through its own bidder – no outside integrations allowed.


Amazon’s data will not be shared with anyone it would seem. Amazon is not alone. Rumours abound that Facebook has shut down integrations with any 3rd parties using RTB on its newly acquired video solution, LiveRail.


Whether this is true or not, it does suggest the big US media companies are going back-to-the-future with their closed solution approach. Will Twitter, Yahoo, Alibaba and every other media behemoth with first party data follow suit? And what does this mean for the ad ecosystem as a whole, particularly the big buyers, namely the agency trading desks.


If You Tolerate This Then Efficient Buying Will Be Next


From an efficient trading perspective the emergence of multi ad ecosystems within programmatic can only be summarised as a potential disaster zone for agencies. Having to manage multiple interfaces with no interconnectivity between these bidders around data and optimisation can only mean more cost in terms of labour and campaign execution.


It’s also a regressive step backwards particularly for traders. Instead of having a lean and skilled team doing smart trading, you will get a bigger team of software specialists managing a massively inefficient process.


Not every agency will have the resource or the depth of talent to properly execute all these UI-based buys. Are we returning to wide scale managed buys? The traditional ad network model is far from dead it would seem.


So how will these trading teams allocate spend to the new sub plan if they can’t buy dynamically?


Will these closed ecosystems allow DMP integrations to manage and activate data as well as allocate spend dynamically? I seriously doubt that Amazon will give anyone access to their data treasure trove. And do DMPs even have the functionality to do all of this anyway?


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