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Experts debate challenges of Real Time Advertising at IAB event

Experts debate challenges of Real Time Advertising at IAB event | Marketing 2.0 | Scoop.it
Industry experts gathered at the Internet Advertising Bureau’s (IAB) Real Time Advertising event in London last week to enforce a few...
ddesk's insight:

Is Real Time Advertising really the future of advertising? The phenomena is described as follow on Wikipedia:

A user visits a website with a display advertising, a call is made by the exchange server (database web server) supporting Real Time Bidding (RTB) to the Demand Side Platforms (DSP) or Ad Networks (Ad Exchange) to determine which advertiser gets to serve the ad. Each user has an associated set of attributes, which is transferred from exchange server to the DSP and determines whether the user has the desired attributes (cookies) that the advertiser wants to target. Based on the perceived value of this user, a bid is placed on this ad impression by relevant advertisers and the highest bidding advertiser gets the placement[29]
Let us explain with a simple real time example, a user heads to a page on a publisher’s website, causing it to start loading. In the same instant the publisher sends out a “bid request” to thousands of potential advertisers saying, “We’ve got this user who is 30, Indian, male and based in New Jersey, US, and recently searched for return air tickets to Delhi, opening a page on our site. How much are you willing to bid for being the only ad on this page?” Within about 100 milliseconds the publisher gets bids from different advertisers, which then analyses to figure out the highest bidder and the brands being advertised. The winner is alerted by the publisher and allowed to place its ad on the page. The remarkable thing about this entire process is how fast and how often it takes place. The entire series of to-and-from communication between publisher and advertisers takes place in 300-500 milliseconds, causing no visible delay to the user. This process is repeated for every ad slot on a page.

The biggest question still remains though: Is this really what the users are asking for? Not the advertisers, but the users?

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Real-Time Advertising Has Arrived, Thanks To Oreo And The Super Bowl

Real-Time Advertising Has Arrived, Thanks To Oreo And The Super Bowl | Marketing 2.0 | Scoop.it
One of the best ads during the Super Bowl yesterday didn't exist until well after the game started--and didn't even run on television. It was Oreo's ad, which was embedded in a tweet made during the half-hour blackout in the third quarter.
ddesk's insight:

The future of advertising? A lifesaver for old school media?

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Facebook’s Growth Since IPO In 12 Big Numbers | TechCrunch

Facebook’s Growth Since IPO In 12 Big Numbers | TechCrunch | Marketing 2.0 | Scoop.it

$FB is still stuck at $26.25, way down from its $38 IPO price, but it's made important progress since going public a year ago. Daily users up 26%, mobile monthly users up 56%, and revenue up 38% are some highlights.

ddesk's insight:

Amazing figures from Facebook. Indeed.

Facebook’s efforts to earn more money have not significantly impeded its mission of connecting the world. The engagement and usage has increased in an astonishing pace. Yes - There are definitely more ads on Facebook, especially on mobile, these days, but the data shows that they’re not annoying users to much. Me included.


The revenue went up 38%  to $1.46 Billion in the first quarter of 2013, up from $1.06 billion in the first quarter of 2012, says Techcrunch.

Mobile is still a problem but there’s a light in the tunnel. On mobile, the revenue went from nearly zero to $375 million a quarter, or about 30% of Facebook’s total ad revenue.

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