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»neo@ogilvy

Facebook Disables Employer Targeting, And B2B Marketers Must Adapt

Facebook’s decision to disable segments around self-reported user information, including employers, won’t significantly change the amount of spend the platform gets from B2B marketers, according to numerous agency sources. Facebook disabled targeting around self-reported segments after ProPublica revealed Thursday that advertisers can target users with anti-Semitic and derogatory terms. The ban includes employer and education... Continue reading »
by Alison Weissbrot // September 19th, 2017 //
»
How The Trade Desk Cracked The DSP Market (Hint: It's All About The Agencies)

The Trade Desk has grown faster than probably any other DSP in recent years, as founder and CEO Jeff Green sought to capitalize on what he saw as strategic errors by rivals. “We saw that most of the DSPs had created channel conflicts for themselves,” said Green, a reference to some other DSPs’ media company... Continue reading »
by James Hercher // February 24th, 2016 //
»
The Buy Button Buy-In

What’s the hottest new digital toy? If you’re Facebook and Twitter, it’s the buy button. To recap: Facebook published a blog post explaining its experimentation with a buy button – currently with select small and medium-sized businesses – with which users can purchase goods directly through the Facebook platform. This announcement followed Twitter’s own dalliance with... Continue reading »
by Ryan Joe // July 25th, 2014 //
»
Iframing The VAST Problem Of Video Viewability

Remember the scene in the movie "Kill Bill, Vol. 2" where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad. It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out... Continue reading »
by Ryan Joe // July 9th, 2014 //
»
What Are The Attributes Of Quality Mobile Inventory?

Valuing mobile ad inventory is challenging as advertisers struggle assessing viewability, attribution and other measurements. To find out how media-buying agencies tackle this problem, AdExchanger asked agencies, “What are the attributes of quality mobile inventory?” Click below or scroll down to read their responses. Jenn Cox, mobility lead at Starcom USA Jason Pope, VP of AOD at VivaKi JiYoung Kim,... Continue reading »
by Judith Aquino // May 12th, 2014 //
»
Will Twitter Ignite The App Install Wars?

Mobile app install ads have proven to be lucrative for Facebook, and sources say Twitter is close to releasing its own version of such ads along with a new mobile app install partner program. “Given the prevalence of Twitter app usage in mobile, which has an even higher percentage of mobile vs. desktop than Facebook,... Continue reading »
by Kelly Liyakasa // April 2nd, 2014 //
»
Why Programmatic Is A Cyborg

The term “programmatic” is contentious even among its faithful adherents. Not only does it inadequately describe a range of ad-buying activities, it also implies that everything is done automatically, as if robots are replacing a human sales staff. But a panel during the Premium Programmatic 360 summit (presented by Sonobi and MediaMath) held Wednesday in... Continue reading »
by Ryan Joe // March 13th, 2014 //
»
Little Known Fact: Facebook PMDs Must Disclose Arbitrage

Marking up cheap Facebook inventory has been a lucrative business for a range of companies in its Preferred Marketing Developer (PMD) ecosystem. And Facebook is fine with that practice, just so long as it's clear to advertisers just how big of a cut their partners are taking. But do advertisers know, and do they care?... Continue reading »
by Zach Rodgers // March 12th, 2014 //
»
Native Ads That Make You Go Postal

“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 Sacha Xavier Reich, partner, media and innovation director for Neo@Ogilvy. It's funny that they call it native advertising because it is anything but indigenous. Native advertising can be described as ads... Continue reading »
by AdExchanger // March 11th, 2014 //
»
BlueKai And Oracle: Agencies Comment On The Concerns And Opportunities

Is the union between Oracle and BlueKai, in the words of Ovum Research Senior Analyst Gerry Brown, a case of “the cat amongst the pigeons?” There might be some credence to the idea. As Brown points out, BlueKai is (or has been) a champion of open systems. Oracle is not. “Certainly few BlueKai partners will... Continue reading »
by Ryan Joe // February 25th, 2014 //
»
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