http://www.mediapost.com/en-usTue, 21 May 2013 12:52:04 -0400http://www.mediapost.com/publications/article/200808/premium-brand-advertising-can-and-will-be-as.htmlIf nothing else, Yahoo's acquisition of Tumblr puts a spotlight directly on the importance of content. Content has always been a website's most valuable asset, but now it's a brand advertiser's most valuable asset, too. (Unless you've been hiding in linear media, you've probably noticed the content and native advertising trends that have swept the industry in recent years.)Tue, 21 May 2013 12:52:04 -0400http://www.mediapost.com/publications/article/200808/premium-brand-advertising-can-and-will-be-as.htmlhttp://www.mediapost.com/publications/article/200134/how-to-choose-a-real-time-bidding-solution.htmlA few years ago, only the most sophisticated companies in the industry even knew what real-time bidding was. Now, there are demand-side platforms that cater specifically to mom and pop small businesses. With all of the clutter that our industry collectively puts out, it's important for a company of any size to know what to look for when evaluating potential bidder platforms.Thu, 16 May 2013 11:47:03 -0400http://www.mediapost.com/publications/article/200134/how-to-choose-a-real-time-bidding-solution.htmlhttp://www.mediapost.com/publications/article/200265/m-scott-havens-of-the-atlantic-on-exponential-gro.htmlThe original Atlantic Monthly was founded in 1857 and staffed by the likes of Ralph Waldo Emerson, Henry Wadsworth Longfellow and Harriet Beecher Stowe. Not the least auspicious beginnings. Today, the publication lives in print, in live events and online, living up to its mission to produce great journalism that can change the world. This week, I interviewed M. Scott Havens, The Atlantic's president for the last seven months. And you thought your job was demanding.Tue, 14 May 2013 09:04:48 -0400http://www.mediapost.com/publications/article/200265/m-scott-havens-of-the-atlantic-on-exponential-gro.htmlhttp://www.mediapost.com/publications/article/199879/survey-points-to-rtbs-growth.htmlIf anyone is still skeptical about the rise of real-time bidding (RTB), the recently released Retargeting Barometer should give them pause. For the second straight year, the survey of marketers and agencies found that the online advertising industry is embracing real-time bidding with open arms, using it not just to increase conversions from existing customers but also for brand awareness and acquiring customers.Thu, 09 May 2013 15:36:51 -0400http://www.mediapost.com/publications/article/199879/survey-points-to-rtbs-growth.htmlhttp://www.mediapost.com/publications/article/199880/how-to-use-viewability-to-actually-buy-media.htmlThe ad industry has lately cast its site on the topic of viewability and trying to give buyers some assurance that their ads are indeed seen by a living, breathing human. You'd be hard pressed to find anyone who thinks viewability is a bad idea, but current expectations exceed reality. The pendulum was swung so far that buyers only want viewable inventory, which is an incredibly limiting strategy. Before we enter a brave viewable world, the industry needs to understand how to use viewability to buy media in the current market.Wed, 08 May 2013 09:33:28 -0400http://www.mediapost.com/publications/article/199880/how-to-use-viewability-to-actually-buy-media.htmlhttp://www.mediapost.com/publications/article/199839/a-british-invasion-thats-not-the-beatles.htmlOur British counterparts have always been a step ahead of us when it comes to the cutting edge - in music, in fashion and now in technology, too. It seems the Brits have essentially bypassed the laptop and gone straight to the more portable tablet. While the U.S. and U.K. are parallel on mobile phone usage, the Brits surpass us in tablet use, according to a study published in The Guardian. One would hope that the Brits would be equally bullish on programmatic -- and according to both IDC and AdMonsters, they're getting there.Tue, 07 May 2013 12:11:50 -0400http://www.mediapost.com/publications/article/199839/a-british-invasion-thats-not-the-beatles.htmlhttp://www.mediapost.com/publications/article/199341/un-disrupting-the-mobile-video-advertising-disrupt.htmlMany moons ago, a forward-thinking businessman went to the upfronts seeking advertisers for a 24-hour cable sports network. He was laughed out of the building. Years later, another innovator attempted to lure advertisers to an all-music network, and met the same response. Not long after, when "I Want My MTV," became an iconic tagline and when ESPN had deals with the NCAA and NFL, no one was laughing. It became clear that niche content had a place in broadcast, and that brand advertisers would flock to passion-based programming.Wed, 01 May 2013 10:39:00 -0400http://www.mediapost.com/publications/article/199341/un-disrupting-the-mobile-video-advertising-disrupt.htmlhttp://www.mediapost.com/publications/article/198737/a-democratic-view-of-metrics-moat-on-measuring-br.htmlExchanges create transactional efficiency. When Jonah Goodhart and his brother funded the launch of Right Media, the first ad exchange, that was their sole intent: to create efficiency. But exchanges quickly became second class - places to unload inventory that couldn't be sold directly. That wasn't the initial plan, says Jonah, now CEO of Moat.Tue, 23 Apr 2013 13:07:26 -0400http://www.mediapost.com/publications/article/198737/a-democratic-view-of-metrics-moat-on-measuring-br.htmlhttp://www.mediapost.com/publications/article/198434/can-rising-stars-bring-brands-to-real-time-a-talk.htmlThis week I spoke with Peter Minnium, head of brand initiatives for the IAB. Peter's the driving force (and the heart) behind the Rising Stars and is understandably bullish about bringing brands online. He's also surprisingly optimistic about RTB.Thu, 18 Apr 2013 12:37:16 -0400http://www.mediapost.com/publications/article/198434/can-rising-stars-bring-brands-to-real-time-a-talk.htmlhttp://www.mediapost.com/publications/article/198178/online-advertisings-unique-commodities-market.htmlIt's been almost 10 years since the ad exchanges that would really make an impact on digital advertising were formed. AdECN, among others, pioneered an online advertising market that drew comparisons to the financial markets. Now, a decade onward, the association between the two industries has taken on deeper connections. Whether the association draws similarities or differences, there are plenty of points that can enable us online ad players to learn from the financial guys.Tue, 16 Apr 2013 14:04:02 -0400http://www.mediapost.com/publications/article/198178/online-advertisings-unique-commodities-market.htmlhttp://www.mediapost.com/publications/article/197982/four-real-time-questions-about-real-time-bidding.htmlSince real-time bidding (RTB) had its big break a few years ago, inventory sources, audience data and creative opportunities have all expanded. This evolution has continued into 2013 with the rise of the Facebook Exchange (FBX), discussions around private exchanges, and healthy projections that point to 59% growth in RTB spend by 2016. Here are four of the most pressing questions facing RTB today:Fri, 12 Apr 2013 14:52:37 -0400http://www.mediapost.com/publications/article/197982/four-real-time-questions-about-real-time-bidding.htmlhttp://www.mediapost.com/publications/article/197646/can-premium-programmatic-lure-brands-away-from-tv.htmlAnthony Katsur, CEO of Maxifier, believes that in order to attract and keep brands online, we have to beat TV. Digital channels have formidable reach and scale, rich engaging ad units, and better pricing and attribution models than television. What we don't have is the ease of use that media buying in that channel offers.Tue, 09 Apr 2013 08:47:40 -0400http://www.mediapost.com/publications/article/197646/can-premium-programmatic-lure-brands-away-from-tv.htmlhttp://www.mediapost.com/publications/article/197385/beyond-retargeting-the-power-of-predictive-target.htmlThe rise of real-time bidding in recent years should come as no surprise to anyone familiar with the technology. Real-time bidding works because it allows the advertiser to cherry-pick a potential customer out of a pool of hundreds of millions. Once you have this tool at your disposal, the old way of serving display ads - buying a site's entire audience and hoping for the best - just doesn't make a whole lot of sense anymore.Thu, 04 Apr 2013 16:55:54 -0400http://www.mediapost.com/publications/article/197385/beyond-retargeting-the-power-of-predictive-target.htmlhttp://www.mediapost.com/publications/article/197285/making-data-work.htmlConventional wisdom holds that using third-party data for ad targeting is not effective, especially for direct-response-oriented campaigns; that despite all the fanfare about audience-based buying, micro-segmentation and intent-based-targeting, third-party data just doesn't live up to the promise. The reasons offered by doubters are varied - the data are too expensive, the data are bogus, inventory is all that matters, and so on - but the conclusion drawn is always the same: third-party data doesn't work.Wed, 03 Apr 2013 16:51:07 -0400http://www.mediapost.com/publications/article/197285/making-data-work.htmlhttp://www.mediapost.com/publications/article/197055/big-data-big-ads-big-results-pulling-data-scien.htmlIf you're planning to launch a premium display marketplace, audience targeting and insights are going to be a critical element. Insights are always important, of course, but when you're investing in oversized rich-media advertising units and targeting particular audience segments among affluent consumers, you'll want to be confident that the ads are reaching the right folks. Ads like the IAB portrait are already expensive to create, and they cost more to place. Data that helps advertisers hit their mark and prove success will also fuel their desire to continue to invest in online display at scale.Mon, 01 Apr 2013 21:30:26 -0400http://www.mediapost.com/publications/article/197055/big-data-big-ads-big-results-pulling-data-scien.htmlhttp://www.mediapost.com/publications/article/196863/six-ways-to-understand-programmatic-markets.htmlThe current debate surrounding programmatic media-buying is a familiar - if dystopian - topic, straight out of science fiction. Think of Stanley Kubrik's classic "2001: A Space Odyssey," where HAL 9000, the ship's computer, kills most of the crew because of design "imperfections." Fortunately, experience tells a different, more positive, story.Thu, 28 Mar 2013 17:03:49 -0400http://www.mediapost.com/publications/article/196863/six-ways-to-understand-programmatic-markets.htmlhttp://www.mediapost.com/publications/article/196618/forbes-premium-publishing-and-programmatic.htmlIn past entries for this column, I've met with professionals from all corners of the digital ecosystem to discuss the impact of a rich-media exchange. Most have been overwhelmingly in favor of the idea, although some have expressed concerns or reservations. Sean Cullinane of Digital Trends, for example, was not in favor of the exchange, firmly believing that programmatic is not an option for his publication. Rather, his team focuses on creating unique, "never-been-done-before" native experiences for advertisers. To get another perspective, this week I spoke with Mark Howard, senior vice president, digital advertising strategy, at Forbes Media.Tue, 26 Mar 2013 07:04:43 -0400http://www.mediapost.com/publications/article/196618/forbes-premium-publishing-and-programmatic.htmlhttp://www.mediapost.com/publications/article/196604/step-away-from-the-vcr-moving-into-the-next-gener.htmlChange for the sake of change is never a good a thing, but change for the sake of progress is a necessity. Mobile RTB is not just change for the sake of change - it offers immediate value to advertisers and consumers. As with many new technologies, there is fear of the unknown, and incumbent industry players will inevitably paint a bleak picture of a future without their (antiquated) technology.Mon, 25 Mar 2013 15:30:50 -0400http://www.mediapost.com/publications/article/196604/step-away-from-the-vcr-moving-into-the-next-gener.htmlhttp://www.mediapost.com/publications/article/196336/the-darker-side-of-viewability.htmlWhether an ad is in view or not has become a hot topic over the last 18 months, and rightfully so. There is no reason why advertisers should pay for ads that are not seen. However, there are two parts to this debate: one is viewability, and the second is fraud. While we should worry about both, advertisers and agencies have begun to realize that viewability is actually far less worrying, and more manageable, than fraudulent activity. Since I've been advised not to use the "F" word by my legal team, I'm going to refer to it as "suspicious traffic" from here on, so the lawyers don't shut me up.Thu, 21 Mar 2013 11:48:25 -0400http://www.mediapost.com/publications/article/196336/the-darker-side-of-viewability.htmlhttp://www.mediapost.com/publications/article/196020/rich-media-rising-stars-and-rtb.htmlShenan Reed is founder and chief media officer of CREATETHE Group's Morpheus Media, a full-service interactive agency that works with many luxury clients. I thought her perspective on a rich-media ad marketplace would be valuable.Tue, 19 Mar 2013 14:41:12 -0400http://www.mediapost.com/publications/article/196020/rich-media-rising-stars-and-rtb.htmlhttp://www.mediapost.com/publications/article/195815/private-exchanges-fail.htmlPrivate exchanges are the real-time bidding equivalent of a gated community. They are walled gardens of inventory that allow publishers to decide who exactly gets into the auction. The idea of private exchanges makes sense; it gives comfort to publishers and helps them bring high quality inventory into the world of "programmatic" buying. With tighter controls, publishers can ensure that their programmatic sales do not conflict with their direct field sales efforts. We welcome the addition of better inventory -- but the current incarnation of private exchanges is failing.Thu, 14 Mar 2013 14:35:03 -0400http://www.mediapost.com/publications/article/195815/private-exchanges-fail.htmlhttp://www.mediapost.com/publications/article/195603/what-does-firefox-update-mean-for-rtb.htmlMozilla jolted the digital media industry recently by announcing that Firefox 22 will ship with the default set to not accept third-party cookies. This has major ramifications for everyone in the industry, including advertisers, agencies and publishers. It seems as if there are three possible outcomes to Mozilla'a move:Tue, 12 Mar 2013 13:20:58 -0400http://www.mediapost.com/publications/article/195603/what-does-firefox-update-mean-for-rtb.htmlhttp://www.mediapost.com/publications/article/195206/its-time-to-marry-online-advertisings-spot-and-f.htmlOver a decade ago, someone had the brilliant idea to take housing mortgages and slice them up in different ways. They were bundled, and then sold as investments to Wall Street. So instead of just equity and stocks, investors could own little collateralized pieces of people's mortgages, and then ride the wave of that era's bourgeoning real estate appreciation.Thu, 07 Mar 2013 11:27:54 -0500http://www.mediapost.com/publications/article/195206/its-time-to-marry-online-advertisings-spot-and-f.htmlhttp://www.mediapost.com/publications/article/194730/personalizing-advertising-with-real-time-creative.htmlMarketers have long sought the ability to deliver messages specifically tailored to individual consumers. The idea of sending the right message at the right time to the right consumer is a marketer's silver bullet-a way to achieve more efficient ad buys and loftier conversion ratios. Over the years, the industry has taken a few baby steps toward this elusive goal. Now, thanks to real-time creative technology (RTC), we're closer than ever to achieving what had once been thought impossible. RTC is creative that is able to automatically and instantaneously customize itself to a specific consumer, using information like the consumer's gender, browsing behavior or location, to name but a few examples.Fri, 01 Mar 2013 14:44:11 -0500http://www.mediapost.com/publications/article/194730/personalizing-advertising-with-real-time-creative.htmlhttp://www.mediapost.com/publications/article/194033/a-look-into-rtbs-quality-ad-impressions-data.htmlIn a recent panel at OMMA RTB in New York City, debates broke out over issues surrounding metrics, content, quality of inventory, and how the world of RTB has actually evolved.Thu, 21 Feb 2013 13:37:53 -0500http://www.mediapost.com/publications/article/194033/a-look-into-rtbs-quality-ad-impressions-data.htmlhttp://www.mediapost.com/publications/article/193374/programmatic-premium-its-already-here-kind-of.htmlIt's the year of premium mobile, social, video cross-platform RTB! Oh, also: big data. With all the predictions for 2013 flying around, it can be easy to forget what we've already accomplished as an industry to date and what we still have to build. Each of the above pillars have some amazing companies tackling their respective challenges in innovative ways, and a lot of goals that were considered ambitious just a year ago have already been accomplished. One area also getting a lot of buzz is programmatic premium, and I think we're further along than a lot of folks believe.Tue, 12 Feb 2013 16:25:06 -0500http://www.mediapost.com/publications/article/193374/programmatic-premium-its-already-here-kind-of.htmlhttp://www.mediapost.com/publications/article/193095/the-no-1-reason-why-companies-fail.htmlWhen a company goes out of business or sells at a discount to its last round of funding, spectators ask the obvious question: What happened? There are typically three possible explanations: wrong team, wrong market, or insufficient funding. While these are the most discussed causes, the list does not include the most common reason why companies fail, especially in digital advertising (a market that's growing like crazy): they do not sufficiently align their incentives with the incentives of their clients.Fri, 08 Feb 2013 13:03:18 -0500http://www.mediapost.com/publications/article/193095/the-no-1-reason-why-companies-fail.htmlhttp://www.mediapost.com/publications/article/192809/secrets-of-a-data-scientist-five-strategies-for-o.htmlCampaign optimization is crucial for any RTB-driven campaign. However, with so many variables to consider, what are the most important factors that determine a successful campaign? To get to the bottom of the question, I interviewed Clement Chung, who holds a Ph.D. in machine learning and is the lead data scientist at Chango (full disclosure: I'm CEO of Chango). Below I outline his top-five optimization tips for RTB-based campaigns.Tue, 05 Feb 2013 16:37:06 -0500http://www.mediapost.com/publications/article/192809/secrets-of-a-data-scientist-five-strategies-for-o.htmlhttp://www.mediapost.com/publications/article/192449/the-future-of-tv-advertising-lies-in-rtb.htmlReal-time bidding has become so entrenched in online media buying that it's hard to believe this market was nonexistent two years ago. Marketers have utilized the technologies to target consumers who are most likely to convert, serving creative that drives a consumer back to a website to make a purchase. But RTB can do so much more than serve as a line item on a media plan. In a world where the biggest of traditional channels - TV - is becoming increasingly fragmented, RTB has a lot of potential.Thu, 31 Jan 2013 14:47:17 -0500http://www.mediapost.com/publications/article/192449/the-future-of-tv-advertising-lies-in-rtb.htmlhttp://www.mediapost.com/publications/article/192257/evaluating-rtbs-extendable-core.htmlI have previously argued that RTB is a disruptive innovation in advertising -- even going so far as to say that RTB represents the "Death of Advertising." Many viewed the title and read my words as condemning the advertising industry. They were not. In retrospect I could see why the article could be perceived as "wishing" for the death of advertising, but I was simply making the point that RTB is a disruptive innovation.Wed, 30 Jan 2013 17:32:00 -0500http://www.mediapost.com/publications/article/192257/evaluating-rtbs-extendable-core.html