Real-Time Bidding Tricks Exposed; Above The Fold Bidding Option On Google Content Network; The Term Sheet How-To

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RTB TricksRTB Tricks Exposed

Vlad Stesin ( Q&A), VP of Platforms at Bloom Digital, looks at what he calls “Stupid RTB Tricks” on his Shift Market blog. Top of the list is “Browser history retargeting… Everytime you serve an impression, you check user’s browser history… In the second part of the campaign, you retarget those who have visisted your competitors’ site with a sweet call to action.” Read all about it. Stesin’s observations follow up Yahoo! Ramsey McGrory’s RTB reservations discussed here last week.

Above The Fold On GCN

The Inside AdWords blog notes availability of a new targeting option for brand advertisers buying on the Google Content Network: “This feature, which filters out “below the fold” inventory, enables brand advertisers to be more selective about where ads appear.” That’s big! Advertisers can now target “above the fold” through GCN. It will be interesting to see if this feature will be provided to Certified Ad Networks (bid managers, ad networks, etc.) on the DoubleClick Ad Exchange. Read more.

Jonathan Mendez ( Q&A) from Optimize and Prophesize blog thinks display has a matching problem with the right user at the right time – and context still matters in spite of prevailing wisdom. Mendez writes, “The rise of audience buying is exacerbating this problem. It’s a red herring to get media dollars into the channel because no one is clicking the ads. Why, because they are not relevant. There is poor matching.” And, publishers have the most to fear.

24/7s’s David Moore On B3 Run Rate

IAB Chair and 24/7 Chief David Moore discusses his predictions for the future of digital advertising with CPX’s Rob Rasko in a video interview. Moore states that demand-side platforms will become a service of every major agency and shares WPP B3’s recent run rate: $5 million in Q4 2008; 2009 had $65 million “running through it;” and “this year we expect it to double.” See more.

Reading The Term Sheet

Inc Magazine’s Darren Dahl has written a how-to on term sheets for entrepreneurs and starts with the basics: “It is crucial to understand the difference between ‘premoney’ and ‘postmoney’ valuation — the value of the company before and after the investment.” Read more.

The Car Metaphor

Rodica Buzescu writes on B2B bloggers about why businesses need to get busy with both web analytics and marketing automation. In the process of her post, she grabs a concise quote from a Webtrends exec, “Marketing automation is like looking through the windshield of your car. Analytics is like looking into the rear-view mirror – both are critical to a positive driving experience.” Read it.

Going Public In Sweet Time

The Wall Street Journal’s Jessica Vascellaro lifts the lid and then some in a profile of Facebook’s Mark Zuckerberg. Vascellaro writes, “Any IPO timing is squarely in Mr. Zuckerberg’s hands. He owns more than a quarter of Facebook’s stock and controls votes for three of five board seats, say people familiar with the matter. Read the profile.

Meanwhile, about that Facebook IPO price, Vascellaro adds on the Journal’s Digits blog, “Investors currently buying or looking to buy Facebook shares anticipate the company will go public in 2011 with a market capitalization of between $35 billion to $40 billion, according to people familiar with their thinking.” Ooof.

B2B Marketers Genning Their Leads

Quoting from an AMR International report, eMarketer observes that B2B marketers are moving aggressively online. “B2B social media marketing spending will enjoy a CAGR of 21% over the period, while lead generation Websites will increase 17%.” eMarketer notes how lead gen outpaces branding in the online channel. Read eMarketer.

Warning: For The Dev Head

On the Bizo Dev blog, “Timo” urges developers to try Google’s Speed Tracer tool and writes, “Speed Tracer is a Chrome plugin that is as a web performance profiling tool on steroids. The level of profiling information that you can get from this tool is truly amazing.” Read more. Dev heads, go get it. Others, step aside.

1 Comment

  1. In reference to Vlad Stesin’s post: There is nothing about these tactics that is specific to RTB. These tactics can be employed by any unscrupulous ad network or ad server with or without Real-Time Bidding.

    We don’t use them at DataXu. We consider leveraging browser exploits and re-targeting specific publisher audience to be off-limits.

    Bill Simmons
    VP Tech, DataXu