http://www.mediapost.com/publications/rtb/content/rtben-usFri, 17 May 2013 15:25:00 -0400http://www.mediapost.com/publications/article/200562/Google mines data for future product ideas through connected screens and applications by tapping into everything from geolocation to historic behavior. Maps will become the future of personalized services as the company pieces together information to gain insights. Let Google into your world, and the relationship gives the company the ability to serve insights to needs the user might not have been aware of.Fri, 17 May 2013 15:25:00 -0400http://www.mediapost.com/publications/article/200562/http://www.mediapost.com/publications/article/200559/Rubicon Project today release a Q&A with Lara Izlan, head of programmatic trading and yield optimization at The Telegraph. The Telegraph operates on a private marketplace, and Izlan said that the company has been trading programmatically since January 2012. When asked about the company making the switch to RTB, Izlan answered, "In addition to recognising that performance spends were quickly migrating to RTB, we felt that using an RTB platform afforded us more control over whom we sell our non-guaranteed inventory to and at what minimum prices."Fri, 17 May 2013 12:18:56 -0400http://www.mediapost.com/publications/article/200559/http://www.mediapost.com/publications/article/200460/An arms race is a battle with no goal other than to stay ahead of the competition. Today, there is a competitive arms race happening among bid management software providers.Fri, 17 May 2013 10:45:03 -0400http://www.mediapost.com/publications/article/200460/http://www.mediapost.com/publications/article/200509/The Drum reported that at the IAB Mobile Engage conference, Emmett Geany, business development director, Adfonic, said, "Knowing what doesn't work is more important that knowing what is working and that's why brands need a Demand Side Platform (DSP)." Geany also shed light on the benefits of real-time bidding in conjunction with DSPs.Thu, 16 May 2013 19:34:47 -0400http://www.mediapost.com/publications/article/200509/http://www.mediapost.com/publications/article/200482/After 18 months of piloting, the Compass Point Media unit of Interpublic's Campbell Mithun has launch its own trading desk, dubbed OdinRTB, for its retail and consumer packaged goods (CPG) clients. Chris Wexler, the company's director of media strategy and interactive, and Casey McGovern, associate director, interactive media strategy, told RTM Daily that the trading desk sprung up "organically" as a result of their client needs. "We're not taking this to market," Wexler said. "It's a service to our clients." The move is curious because IPG's Mediabrands already has their own trading desk in Cadreon. However, Wexler and McGovern stressed that OdinRTB was not intended to compete with Cadreon, but instead offers an alternative option for clients looking for more of an "integrated" approach. "We partner with Cadreon," Wexler said. "So this is not a replacement by any stretch. It's complementary for our clients."Thu, 16 May 2013 16:38:23 -0400http://www.mediapost.com/publications/article/200482/http://www.mediapost.com/publications/article/200134/A 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/http://www.mediapost.com/publications/article/200304/Mobile RTB ad exchange Smaato today announced the hiring of Ajitpal Pannu as their new senior vice president of product strategy. After working at OpenX, Adify, and DoubleClick, Pannu is familiar with the benefits and challenges of RTB in the mobile space. "I think the most important [difference] in mobile [compared to display] is the ability to tap into local advertising dollars," he said. "The cookie did not gives us the granularity or accuracy needed to create geofencing."Tue, 14 May 2013 15:18:03 -0400http://www.mediapost.com/publications/article/200304/http://www.mediapost.com/publications/article/200265/The 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/http://www.mediapost.com/publications/article/200200/Programmatic ad buying and selling, with its unique capability to extract the highest value from any inventory source, has reduced friction in the market. Media buyers are loath to return to the days of manual buying. Even if third-party cookies disappear, third-party data will continue to play a big role in the growth of audience targeting.Tue, 14 May 2013 07:25:03 -0400http://www.mediapost.com/publications/article/200200/http://www.mediapost.com/publications/article/200207/After back-to-back months of increases in spend and impressions, both the global and U.S. RTB markets dipped in April, according to data from Rubicon Project's real-time marketplace app. On the global scale, spend and impressions were down 7% and 2%, respectively. In the U.S., spend was also down 7%, while impressions dropped 6% compared to March 2013. Ushering in baseball season and spring fashion, Style & Fashion (24%) and Sports (22%) had the largest increases in spend. Sports was also 13th in impressions, its highest ranking in the past year.Mon, 13 May 2013 15:24:00 -0400http://www.mediapost.com/publications/article/200207/http://www.mediapost.com/publications/article/199879/If 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/http://www.mediapost.com/publications/article/199949/ClickZ asked today whether or not real-time bidding (RTB) is the only winner in the online video advertising market. ClickZ wrote that RTB is being challenged by "digital upfronts" and native ads, concluding that "it's far to early to tell how many of these efforts will play out. Real-time bidding is not a panacea. It's just one effort among many."Wed, 08 May 2013 15:58:27 -0400http://www.mediapost.com/publications/article/199949/http://www.mediapost.com/publications/article/199948/Media is going through remarkable transformations - it has never been more portable and flexible for consumers than now. We have the ability to stream content to multiple devices, engage with it when we want to and access it at any time. Appointment viewing and single media outlet consumption habits are a thing of the past. However, as the democratization of media gives consumers more choice and freedom, the result is more fragmentation as consumers take nearly absolute control of what, when and how they consume media. Brands must acknowledge this reality.Wed, 08 May 2013 15:34:09 -0400http://www.mediapost.com/publications/article/199948/http://www.mediapost.com/publications/article/199880/The 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/http://www.mediapost.com/publications/article/199839/Our 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/http://www.mediapost.com/publications/article/199739/Programmatic marketing solutions provider DataXu today released its Consumer Index, a new quarterly report on cross-market consumer behavior trends and purchasing patterns. DataXu claims the inaugural report looks at data from "hundreds of advertisers and millions of consumers" from three industries: automotive, retail, and financial services. The data in the report comes from the United States, and the report asks what consumers in each industry typically do for a living, what kind of content they consume, and even what kind of food they eat. Some of the findings weren't too surprising. For example, real estate, finance, and insurance professionals were most likely to convert in the financial service industry. However, other findings, such as the fact that retail shoppers were most likely to eat organic foods, are really interesting nuggets.Mon, 06 May 2013 16:55:26 -0400http://www.mediapost.com/publications/article/199739/http://www.mediapost.com/publications/article/199703/Audio RTB is here as one company slips biddable spots into the internet radio stream. Unlike display, audio ads are hard to ignore, and RTB offers spot buyers a level of targeting new to radio.Mon, 06 May 2013 15:33:00 -0400http://www.mediapost.com/publications/article/199703/http://www.mediapost.com/publications/article/199663/Brands and retail stores are ready. A local inventory feed that enables consumers to search Google Shopping, Bing Shopping and Yahoo Shopping for the real-time inventory status of nearby retailers and brands will begin to emerge within the next few years.Mon, 06 May 2013 10:51:00 -0400http://www.mediapost.com/publications/article/199663/http://www.mediapost.com/publications/article/199608/According to data from Rubicon Project's real-time marketplace app, the real-time advertising space grew for the second straight month. As far as data about real-time advertising goes, this information did not even come close to being available in real-time (it's March 2013 data). Regardless, it gives solid insight into the real-time marketplace both globally and in the United States. In the U.S., there was a 29% increase in spend in March compared to February. There was also a whopping 34% increase in impressions, while eCPM dropped 4%. Globally, spend was up 30%. Impressions (27%) and eCPM (2%) were also up.Fri, 03 May 2013 16:09:09 -0400http://www.mediapost.com/publications/article/199608/http://www.mediapost.com/publications/article/199606/The Drum gave 10 reasons why RTB is needed as part of a company's "performance strategy." At the top of the list is increased transparency, but coming in at number two is the lure of being an "adopter" of the tech.Fri, 03 May 2013 13:07:42 -0400http://www.mediapost.com/publications/article/199606/http://www.mediapost.com/publications/article/199604/Eric Bosco, CEO of ChoiceStream, spoke with Forbes about programmatic advertising, gave an example of a big brand that has successfully used programmatic, and shared some advice for companies just now discovering the tech.Fri, 03 May 2013 12:56:00 -0400http://www.mediapost.com/publications/article/199604/http://www.mediapost.com/publications/article/199429/At the MediaPost OutFront last week, when media buyer panelists were asked what one thing they would change in the media market if given the power to fix it, they came back en masse with one answer: They wanted to buy all media programmatically (and transparently).Thu, 02 May 2013 00:55:34 -0400http://www.mediapost.com/publications/article/199429/http://www.mediapost.com/publications/article/199405/Digital media buying platform The Trade Desk today announced the addition of video RTB capabilities to its platform. The platform will be integrated with measurement companies Nielsen, Vizu, and comScore as well as video ad exchanges such as SpotXchange, BrightRoll, Adap.TV, and Google.Wed, 01 May 2013 15:11:54 -0400http://www.mediapost.com/publications/article/199405/http://www.mediapost.com/publications/article/199400/Rubicon Project's Jay Stevens wrote in The Guardian that mobile advertising needs to be a "bolt-on" to programmatic display in order to reach its full potential. "However fast growing, the user numbers in mobile are still not yet big enough for publishers to dedicate direct-sales resources to the channel, and given the legwork and tech complications that still surround it, there's just no simple way to combine the desktop-plus-mobile buy," he wrote.Wed, 01 May 2013 14:36:47 -0400http://www.mediapost.com/publications/article/199400/http://www.mediapost.com/publications/article/199393/DoubleVerify today released information that says ad fraud on websites classified as copyright infringement could be costing online advertisers $6.8 million per month. In the release, the fraud process is described as moving ad impressions "through a complex series of redirects that make the ads appear as though they originated on legitimate sites containing advertiser-friendly content." After studying over 3 million websites, DoubleVerify found over 1,200 suspicious websites in copyright infringement categories.Wed, 01 May 2013 14:21:46 -0400http://www.mediapost.com/publications/article/199393/