The ‘Social Exchange’ Category
"Social Exchange" is a column focused on the evolving roles of social media in online advertising.
Today's column is written by Andrew Pancer, Chief Operating Officer of Media6Degrees.
Data is one of today’s hottest industry topics, and managing it well will drive the future of online advertising. DSPs, ad networks, exchanges, and publishers are falling over themselves to harness their own and other people’s data and use it in new and interesting ways.
Scott Burke, VP Engineering of Yahoo, recently wrote for AdAge: “It's not about how much data you have, it's what you do with it.” I could not agree more. The fact that most DSPs provide full-service solutions rather than a true trading-desk solution helps prove my point. If campaign execution was as simple as buying data and adding it to the mix, then there would be little need for full-service providers, regardless of client or agency talent. Intelligent use of data requires a mix of analytical thinkers, technologists, and learning systems that allow campaigns to improve over time based on the data being collected.
For an industry full of the world’s smartest technologists and marketers, we should be focused on doing more with less. Revolutionary targeting technology should be able to deliver significantly higher returns without having to amass ever larger arsenals of data.
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"Social Exchange" is a column focused on the evolving roles of social media in online advertising.
Today's column is written by Andrew Pancer, Chief Operating Officer of Media6Degrees.
The rise of social tools has given the publishing industry an opportunity to leverage connections to increase traffic and time spent with their core audience, while attracting new readers based on their core audience’s social graph.
Just about every major publisher I can think of has enabled social applications on their sites. Some of the more popular are: Facebook, Twitter, AddThis, StumbleUpon and Digg. Enabling the audience to share, tweet and post content to their newsfeed is an excellent strategy, and one I have encouraged in the past. But most sites stop there, failing to unlock the full potential of the social graph.
Instead of simply placing icons on their website in the hopes that readers will distribute their content, publishers should actively push content and messaging to their readers and their readers’ social graph, both on their web sites and throughout social media. Using Twitter and Facebook Connect, publishers can share with readers what their friends are reading and what they are saying about the content.
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"Social Exchange" is a new column focused on the evolving roles of social media in online advertising.
Today's column is written by Andrew Pancer, Chief Operating Officer of Media6Degrees.
As we head into 2010, privacy and brand safety will continue to remain at the forefront of marketer and consumer concerns. With these issues in mind, our industry made excellent strides last year. For example, Google and Yahoo rolled out preference management solutions. NAI and IAB ran consumer education campaigns serving hundreds of millions of impressions to the general Internet audience. Adsafe and Double Verify emerged to assist marketers and hold publishers and networks to a higher level of accountability. The list goes on.
Social targeting companies have also gained momentum in 2009, as marketers are seeing the tremendous ROI they can deliver. As the newest players on the block, social targeting companies have an opportunity and an obligation to establish best practices and set the standard for respecting consumer privacy while delivering strong results for marketers.
Because social targeting solutions are relatively new, there are still a number of important questions that marketers need to ask to understand the data used to target display ads. Here are a few of those questions:
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