Insidedigital.org
Follow
Find
1.4K views | +0 today
 
Scooped by InsideDigital.org
onto Insidedigital.org
Scoop.it!

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.

more...
No comment yet.
Insidedigital.org
Your new post is loading...
Your new post is loading...
Scooped by InsideDigital.org
Scoop.it!

Study Shows Millennial Media, Yahoo And AOL Are Littered With Low Quality Ads

Study Shows Millennial Media, Yahoo And AOL Are Littered With Low Quality Ads | Insidedigital.org | Scoop.it

The digital ad industry knows there is a huge online advertising fraud problem: The Association of National Advertisers this week said global advertisers could lose $6.3 billion next year in wasted money, buying ads that are never seen by humans, if current fraud rates continue at the same pace.


But while there has been extensive amounts of research conducted on the area of ad fraud what was unclear was which advertising sellers were responsible for poor quality inventory being sold online — and which ones had clean noses.


Today, Pixalate, a programmatic advertising analytics platform, has released its first monthly Global Seller Trust Index, which ranks programmatic advertising sellers (ad fraud is particularly prevalent in the area of programmatic advertising, because advertisers use software — rather than speaking to human salespeople — to buy their ads.)


Pixalate has looked at more than 100 billion impressions across the net, assessing each seller on areas such as viewability, fraud, engagement and domain masking (read the full methodology below.) And big names including Yahoo, AOL and Millennial Media are among the surprises sitting outside of the top 20 rankings.


Here’s Pixalate’s Global Seller Trust Index top 20 performers for November. Google AdExchange sits atop the rankings of 400 sellers, and there are some solid performances from big players like OpenX and Rubicon. There are also some lesser-known names in there ad execs might not expect".


To see the full list, please click the link below;


more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

ESPN Tries ‘Programmatic’ Auction for TV Ad Sales

ESPN Tries ‘Programmatic’ Auction for TV Ad Sales | Insidedigital.org | Scoop.it

In a few weeks, ESPN will begin selling some ads for its SportsCenter highlights show through a Web-based auction, instead of the old-fashioned yet enduring methods such as taking orders over the phone. The 30-second spots bought this way will air during telecasts on a giant video wall, a feature of the show’s expensive new set.


The sports media giant’s move is among the most aggressive steps yet by a TV network to embrace the automated, or “programmatic,” ad sales tactics that have become a big force in the online ad world. EMarketer estimates that programmatic online ad-buying in the U.S. will grow 137% this year to $10 billion.


For the most part, the $70 billion U.S. TV ad market has resisted the trend. Much of the selling—greased by lunches, drinks and face-to-face pitches— happens well before shows air, and automated auctions aren’t as appealing to sellers as on the Web. Networks worry that computerized selling could hurt the premium prices TV has enjoyed.


Selling ads in real time and placing them on the fly—all of which is possible on the Web—is a much bigger challenge on TV, where ads are often baked into shows to air in pre-set commercial breaks.


“On the Web I can decide [using technology] which ad gets shown to which viewer at the time that viewer is engaging with that content,” said Krishan Bhatia, a digital ad sales executive at Comcast Corp.’s NBCUniversal, which owns NBC. He said technological hurdles must be surmounted before that approach works in TV.


To continue reading, please click the below link (Subscription required);


more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

UK set to be first country in which more than half of ad spend goes digital

UK set to be first country in which more than half of ad spend goes digital | Insidedigital.org | Scoop.it
More than 50% of £15.7bn advertiser spend will go on digital and online media in 2015 beating print, cinema, buses, billboards, TV and radio combined


The UK is predicted to become the first country in the world where more than half of all advertising spend goes to digital media – thanks to a national obsession with gadgets, social media and online shopping.

Group M, the worldwide media buying arm of the market services company WPP, has forecast that the total UK ad market will hit £15.7bn in 2015. Within this online spend is forecast to grow 12.7% year-on-year to break the £8bn mark, making the UK the first in which more than £1 in every £2 of ad spend will go on digital media.


The next closest countries likely to reach the milestone are Sweden (47% of total ad spend will be digital), Denmark (43%), Australia (42%) and Norway (40%).


Next year more money will be spent on internet advertising than in traditional media such as newspapers, magazines, TV, cinema, radio, and billboards, posters and buses combined.


Adam Smith, futures director at Group M, said that Britons are gadget-obsessed and advertisers follow such media usage.


“The British are the most enthusiastic online shoppers in the world in terms of spend per head,” he said. “And there has always been a high level of credit and debit card use [online]. On top of that Britons have rapidly embraced smartphone and tablet use, all of which has fuelled where advertisers spend their

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

Newspaper inventory to be bought online for the first time

Newspaper inventory to be bought online for the first time | Insidedigital.org | Scoop.it

The newspaper industry backed by its industry body, The Newspaper Works, has launched a private online exchange to buy print advertising, named Bid on Print.


The exchange, which begins trading today with more than 140 newspaper titles, including The Sydney Morning Herald and The Age, is available to media buyers to book advertising opportunities online for the first time.


The Newspaper Works CEO Mark Hollands told AdNews that the site is not a programmatic or real-time bidding exchange, rather the publisher selects inventory, applies a floor price and then sets a time frame in which the ad must be bought.


“Every publisher gets to put a floor price or a minimum price, so there’s no question of a race to the bottom, there’s no question of programmatic,” Hollands said. “This is very much an environment that allows publishers to state their minimum price and state their buy now price, it's a lot like consumer site eBay,” he said.


Hollands explained that the platform created by The Newspaper Works and Sydney-based company Publisher’s Internationalé, simply provides another way for media agencies to buy print inventory. There is no obligation to use the site if they don't want to.


“All we have done is lay a new channel to market for print advertising,” Hollands said.


“We're simply just trying to facilitate and the board of The Newspaper Works was in favour of it, but whether each publisher wishes to do it and the extent to which publishers choose to do it is entirely up to them.”


Bid on Print has already taken more than $350,000 during publisher trials with agencies.


To continue reading, please click the link below;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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%.


To continue reading, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click on the below link:

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the link below;


more...
No comment yet.
Rescooped by InsideDigital.org from Insidedigital.org
Scoop.it!

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.

 

To continue, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.

To continue reading this article, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading this article, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the link below;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

Google Just Admitted More Than Half Of The Ads It Serves Are Never Seen

Google Just Admitted More Than Half Of The Ads It Serves Are Never Seen | Insidedigital.org | Scoop.it

Online ad viewability is a hot topic in advertising right now, as marketers are becoming more aware (and concerned) that many of the ads they buy online are never actually seen by people.

Advertisers are also shifting to pay only for ads that have actually been viewed, as opposed to those that are just being blindly served. That's why Google has released a study analyzing its display ad platforms using its Active View technology, such as DoubleClick, to explore which factors affect ad viewability. It wants to show the market it is taking the issue seriously — and that it is responsible enough to admit that even its own platforms don’t deliver 100% of the time.

The results seem staggering: Advertisers are potentially throwing half of their budgets away every time they pay for display ads. Some 56.1% of all the impressions served on the Google display platforms could never have been actually seen because they were served outside of the browser window. 

When the world’s largest digital display advertising company puts out a number this large (and that's without even mentioning bot-related ad fraud), the industry should be jolted into sitting up and take notice of this massive problem. Google is on track to earn $55 billion a year, roughly, in ad revenues. A chunk of that was paid for ads that no one saw, Google's study implies. It is worth bearing in mind, however, that many of these impressions are sold on a cost-per-click basis, so not all the ads that are served and go unseen are being paid for. But even still: around one in two ads are served are being wasted in locations outside of the browser window, so there's not a chance people could see them.

Digital advertising companies often say their properties are superior to traditional media like TV due to their sophisticated targeting and measurement products. But just as TV viewers are likely to check at their phones or put the kettle on during a commercial break, it turns out legions of people never lay eyes on the ads served to them online. They're not even getting the option to lay their eyes on most of them.

The reason so many ads are unviewable? To continue reading, please click the link below;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

The importance of Data to Display Advertising

The importance of Data to Display Advertising | Insidedigital.org | Scoop.it

With consumers now more digitally engaged than ever before, there is a greater need for marketers to carefully consider their approaches to display media in order to reach customers with effective personalised messages. This is true across all channels, none more so than digital display advertising.


To build the most effective strategy for a digital display campaign, marketers need to pay close attention to driving force behind display adverting – data. The rise in the trading of display media programmatically to an estimated 45 per cent in 2014 is indicative of the increasing importance of data and how it underpins a successful marketing strategy. An attentive analysis of the data acquired, together with the aggregation of more accurate data sets and cross-channel linkage, will allow marketers to bring highly relevant and striking messages to customers.


Understanding your customer


Technology is now a key part of the daily lives of customers everywhere, with new digital habits emerging based on distinct consumer preferences. Consumers now move seamlessly across channels and technologies, and it is up to brands to keep up with their actions, follow patterns and ensure that they are serving them the most relevant of messages.


Experian characterises this new reliance on technology as the “always on consumer” with research showing that consumers interact with digital services far more than ever before, across all devices and at any time of day.


Whilst consumers are using technology in different ways, Experian have recorded the emergence of four distinct groups:


Social Butterflies: always on social channels and in constant contact with friends


Working Professionals: busy, time poor professionals interested in news

Gamers: fanatical gamers across platforms


Everything Tech: technology and gadget fans, first in the queue for the latest releases


The research found that brands need to evolve their marketing strategies to engage customers based on their preferences to have maximum impact.  With regard to display advertising, some of these groups were not only using multiple devices to browse online but were also dramatically impacted by advertising. 60 per cent of those in the Everything Tech group, for example, were found to have purchased a product advertised to them on their mobile.


An upshot of this reliance on technology has been a reset of customer expectations with regard to marketing messages, which must be highly personalised and relevant if they are to resonate with modern customers.


A vast proportion, some 84 per cent, of customers would walk away from a brand that they felt didn’t listen to them, while a similar 74 per cent would respond positively to brands that understand them.

To continue reading, please click the link below;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

What Every Tech-Savvy Marketer Should Know About the Future of Programmatic Advertising

What Every Tech-Savvy Marketer Should Know About the Future of Programmatic Advertising | Insidedigital.org | Scoop.it
Premium programmatic is a hot concept, and it's catching on. The ad industry's top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too.


Premium Programmatic is a hot concept, and it's catching on. The ad industry's top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too.

Instead of open exchanges where low-quality advertisers compete for low-quality Web inventory, a more selective programmatic landscape is growing up. The private marketplaces are where top brands are putting more of their dollars. Private programmatic will be a nearly $8.6 billion industry by 2016.

What the private exchanges are allowing is for brands and publishers to set up direct relationships—just like the old days—while embracing the technology that delivers digital ads in nanoseconds and targets campaigns to individual Web users.

To see how big private marketplaces are becoming, just look at Google—this area of its business doubled in the past year.

There are some big advantages to private marketplaces but also major limitations yet to overcome. If you're going to play in this area, here are seven crucial pointers every tech-driven advertiser should know.

To continue reading, please click the link below;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the below link;


more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To read more, please click on the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the link below;

more...
No comment yet.
Rescooped by InsideDigital.org from Insidedigital.org
Scoop.it!

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.

 

To continue, please click the below link;


Via InsideDigital.org
more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.

 

To continue, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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”.


To continue reading this article, please click the below link;

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.


To continue reading, please click the link below; 

more...
No comment yet.
Scooped by InsideDigital.org
Scoop.it!

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.”


To continue reading, please click on the below link;

more...
No comment yet.