http://www.adexchanger.com/ad-networks/adroll-targeting-platform-to-advertisers-says-ceo-bell/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.adexchanger.com/ad-networks/adroll-targeting-platform-to-advertisers-says-ceo-bell/#comment-1276 Adam Berke Fri, 07 Aug 2009 20:48:17 +0000 http://www.adexchanger.com/?p=5337#comment-1276 Good points Varoujan. Our belief is not that RTB and cookie data aren’t useful. We simply believe that qualitative factors like the relevancy of a site, its quality, and reputation amongst it readers are also crucial variables in the effectiveness of an advertising campaign. These are fairly obvious statements in other marketing mediums. We also recognize that due to issues around cookie deletion, shared computers, etc (did we ever figure out how to reliably count a unique?) cookie data is simply a proxy for audiences. Given those short comings, we believe the environment where an ad is served should be considered, and has a strong bearing on the effectiveness of a campaign. Good points Varoujan. Our belief is not that RTB and cookie data aren’t useful. We simply believe that qualitative factors like the relevancy of a site, its quality, and reputation amongst it readers are also crucial variables in the effectiveness of an advertising campaign. These are fairly obvious statements in other marketing mediums. We also recognize that due to issues around cookie deletion, shared computers, etc (did we ever figure out how to reliably count a unique?) cookie data is simply a proxy for audiences. Given those short comings, we believe the environment where an ad is served should be considered, and has a strong bearing on the effectiveness of a campaign.

]]> http://www.adexchanger.com/ad-networks/adroll-targeting-platform-to-advertisers-says-ceo-bell/#comment-1274 Varoujan Bedirian Fri, 07 Aug 2009 16:44:35 +0000 http://www.adexchanger.com/?p=5337#comment-1274 Wondering if a) availability of impression spot markets through Real-time Bidding and b) capability to layer these imps in real-time with most granular, user-level online data don't supersede qualitative measures of optimization. Wondering if a) availability of impression spot markets through Real-time Bidding and b) capability to layer these imps in real-time with most granular, user-level online data don't supersede qualitative measures of optimization.

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