Twitter, as rumored, is developing an ad product specifically designed for app installs.
On Thursday, Twitter acknowledged the existence of the mobile app promotion suite, the first product that connects Twitter with the mobile ad exchange it inherited when it acquired MoPub last September.
Advertisers shouldn’t try to jump on board quite yet, however: The app promotion suite is available to some US advertisers in private beta and will likely remain so for at least the next few months, though the company will consider adding more beta test partners. It's unclear how many there are now, and Twitter is proceeding methodically. By mid-year, it hopes to have enough information around how both Twitter users and advertisers react to the app install ads. Read the rest of this entry »
Salesforce.com has partnered with offline audience-targeting specialist Datalogix.
Salesforce.com's clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend.
Eric Kirby, Datalogix's chief product officer, told AdExchanger the data provider's offline reach enables Salesforce.com's CRM clients to supplement their CRM databases with new prospects "by tapping into our database of consumer spending behavior to build 'spend-alike' audiences who mirror the buying behaviors of brands' best customers." In other words, the ability to do lookalike modeling.
Conventional wisdom holds that real-time bidding (RTB) transactions should occur within 60-to- 100-milliseconds.
As more bids compete for impressions in the open RTB ad auction environment, lower lag time between various computing outputs means higher bid completion rates. Consequently, reducing latency is a large consideration in developing RTB algorithms. Some RTB players like AppNexus address the processing challenge head on, claiming stability and low latency across their respective data centers.
Those that partner to facilitate a speedier process have turned to an unexpected entrant to the RTB space: Equinix – which has its roots as a provider of data centers. Equinix is attracting vendors like pure-play video ad exchange BrightRoll and Rocket Fuel to its ecosystem. Together with Equinix, BrightRoll has brought to market VideoRTB+, a digital video RTB offering exclusive to Equinix data centers.
Rocket Fuel has used VideoRTB+ to gauge ad response rates, and saw a 48% improvement in bid completion using the "private" VideoRTB+ instance rather than a public network connection.
“RTB is not like sending a signal at the speed of light,” said Robert Blackburn, an SVP for cloud and content at Equinix. “It’s a conversation where information flies back and forth and completing that within a hundred milliseconds is not an easy thing.”
Correction 4/17: The product name is Harvest RTG, not Heritage RTG as originally stated.
Public service advertising (PSA) agency PlowShare is introducing a programmatic trading desk, Harvest RTG, built by advertising technology provider RUN. The platform is designed to enable non-profits to run PSA’s programmatically, targeting diverse audiences across different screens.
Josh Millman, director of digital media at PlowShare, said non-profits can benefit from programmatic in similar ways as other advertisers in using data to create more effective campaigns. “(PlowShare seeks to help clients) create a big data set and understand who these donors are actually are (and) continuously target them,” Millman said. Read the rest of this entry »
CMOs are still addicted to impressions. It doesn’t matter if they appear in banners, emails, 30-second spots, above the line or below it.
This seems counterintuitive to everything we read about big data, targeted ads and customer-centricity. Yet there is still a gulf between rhetoric and action in our industry. The proliferation of data has given us the ability to target audiences more precisely based on demographics, purchase history or behavior, but we want to do that at mass. Therefore, impressions are still our currency.
Marketing in a digital world requires that we strive to improve the customer experience and deliver a quality interaction every time, rather than just focusing on quantity, reach and volume. If the quality isn’t right, the volume can actually bend performance back into the negative. Doubling down on the old “at mass” techniques, regardless if they are data driven or not, just exacerbates the situation and creates noise that reinforces how little the brand knows or cares.
With the digital proliferation forever altering the equation between marketer and customer, the customer is now in control. CMOs seem to acknowledge this shift in power but have yet to move on from their formerly successful, volume-driven strategies. We need to give our CMO partners tangible steps for breaking their addiction and moving from the age of digital marketing to the age of marketing in a digital world.
“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Dan Silver, director of marketing at xAd.
Things move quickly if you’re a mobile location technologist. A week can feel like three months, and if you’re not paying attention, it may seem like the world has passed you by.
That is also what it’s like for an agency media planner. That isn’t a knock on the planner, but a testament to their adaptability. The onus is on the technologist to make sure the media planner, agency or landscape, as a whole, understands the advantages they offer.
Among all the questions asked by agencies about mobile location accuracy, these are the most common:
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New Mobile Exchange
Telefonica and Blackstone’s GSO Capital Partners have teamed up to create a new mobile ad exchange called Axonix. CEO Simon Birkenhead tells The Drum, “At the moment in mobile advertising there are very few ways of having verified demographic data. There are lots of companies that claim to offer demographic and location data, but actually once you dig into the details it turns out they are actually just algorithms ... whereas operators like Telefonica have verified demographic data so we can guarantee to advertisers that they are targeting the right people.” Read it. A hundred DSPs are already sipping from the Axonix trough.
Google posted a solid quarter, as total revenues for Q1 2014 jumped to $15.42 billion, a 19% increase compared to this time last year.
During its earnings call, Google emphasized its ambitions to extend its value as a brand builder and to close the price gap between mobile and desktop display advertising.
Google also stated that as of Q2, it will further break down cost-per-click (CPC) revenues by splitting out differences in clicks on Google’s owned websites vs. those on its network partners. CPCs as reported in Google's earnings are aggregated.
Google does not exclude the cost of acquiring traffic (ex-TAC) when it reports advertising revenues, though it reported TAC increased to $3.23 billion in Q1 2014 (representing 23% of advertising revenue) compared to $2.96 billion this time last year.
Paid clicks, which Google defines as clicks on ads served on Google or network member sites, increased 26% over Q1 2013. Average CPC decreased 9% from Q1 2013. Read the rest of this entry »
Despite a surge in programmatic buying for mobile ads, a recent Forrester report cautions that challenges unique to mobile advertising make direct sales away from open marketplaces the preferred buying method for the foreseeable future.
Based on interviews with 21 industry executives, mobile marketing analyst Jennifer Wise wrote in her report – “Mobile Advertising: It’s Time to Get Personal” – that mobile campaigns require much more customization than desktop ads, and therefore direct sales are optimal.
Can one look at the evolution of programmatic buying for fixed Internet as a model for mobile? Wise said no. “(Programmatic for mobile) is not going to follow the same trajectory as desktop,” Wise told AdExchanger. “Mobile has many different environments. ... It’s much harder to identify the user than what we had with desktop.” Read the rest of this entry »
Kantar Media SRDS has added programmatic digital ad inventory to its media planning platform, which aggregates advertising rate card information for a wide range of supply sources. It's another indicator of how demand for "programmatic direct" continues to transform the traditional planning and buying process.
WPP Group-owned Kantar is partnering with supply-side platforms (SSP) PubMatic, Rubicon Project, OpenX and programmatic direct platforms iSocket, Adslot, BuySellAds, and Shiny Ads. These platforms will act as data feeds through which SRDS.com can publish guaranteed-direct and private marketplace inventory to over 1,000 U.S. agencies for its subscription-only service.
Rising demand for programmatic digital ads among brands is driving the initiative. Dina Srinivasan, managing director of emerging media at Kantar Media SRDS, said the company is responding to market changes in the past year. “You had publishers soften up to the idea of ‘We’re going to give SSPs and these other platforms access to the good inventory,” she said, which has splintered inventory data across several platforms.