• FBX: Where does it go now?

    FBX -- Facebook RTB exchange, where advertising exists on the right side of one's page or in one’s news feed -- is a tempting media platform for many marketers. But where does it go from here?

    “It’s a great DR [direct response] tool,” says Christopher Hansen, president of Netmining, at OMMA Real-Time Buying event in Los Angeles. “There has been lot of inventory available. CPMs [cost per thousand viewer prices] have been cheap relative to other inventory. But if you look at performance, you might get a skewed viewed.”

    “I’ll doubt FBX will go into mobile,” says ...

  • RTB Panelists Address Lag Between Tech And Creative
    There's a "huge gap" between the marvels of programmatic technology and what's been accomplished so far in creative, said Stephanie Waddle, Group Media Director, Deutsch LA, addressing the theme of the OMMA RTB LA panel, "Can Creative Do The Math?"

    Panel moderator Bryan Noguchi, SVP, Media Director, R2C Group, illustrated the theme with his story about how, eight years ago, he was researching dog doors for a new home and found himself followed around online for weeks by, you guessed it, ads for dog doors. At the time he thought such targeting was "awesome." Years later, after getting the ...
  • The Kitchen's Engroff: Open Exchanges Are A 'Dark Pool'
    Media Kitchen Chief Digital Officer Josh Engroff doesn't buy into the analogies being drawn between Wall Street's high-speed trading systems and Madison Avenue's programmatic media-buying business, especially the notion of "dark pools." The problem, Engroff said during the "transparency" panel at OMMA RTB, is that none of the programmatic media-buying marketplace is truly open, not even "open exchanges" in powering the RTB marketplace.
  • Digital advertising fraud: Could regulation help?

    With fraud on the rise, should the new digital advertising industry be regulated?

    Speaking at the OMMA Real Time Buying event in Los Angeles, Jeremy Leonard, chief operating officer of IMM, says: “I hope it is not regulated. But I tell you what I think should be done to under the existing consumer fraud laws -- people serving time in prisons. They are selling fraudulent goods, and there are people in the food chain who are re-selling stolen property.”

    Andy Terentjev, senior director, Enterprise West of comScore disagreed: “I’m a proponent of regulation. The stock market wasn’t ...

  • Dark Pools, Velvet Ropes And Texas Hold'em, Oh My
    The backlash against GroupM's pullout from open exchanges continued during OMMA RTB, not surprisingly, on the "fraud panel." While the panel acknowledged that the presence of fraudulent traffic, as well as non-fraudulent non-human traffic are legitimate concerns on open exchanges, the consensus was that GroupM is just copping out.
  • Motivity's Ryan On The 'Stupid Factor' And Why Facebook And Google Kiss The Cheek That Feeds Them
    Motivity Marketing CEO-Founder Kevin Ryan went straight for the elephant in the room during a presentation at OMMA RTB in Los Angeles: Margins. No, not the margins of marketing difference for brands utilizing RTB and programmatic exchanges, but the profit margins of agencies, publishers and ad tech providers.To illustrate the point, he utilized some math, albeit highly metaphorical numbers measuring the sector's "stupid factor." Actually, Ryan showed a hockey stick like chart showing three sets of numbers: media costs, profit margins and the "stupid factor."
  • Razorfish Media Chief Rips "Dark" Private Ad Exchanges
    "Dark pools" -- private exchanges based on private negotiations between agencies and big media companies -- potentially do a great disservice to advertisers, according to Vik Kathuria, Global Chief Media Officer at Razorfish. Lured by the promise of brand safety, there's a real "probability [brands are] being overcharged," Kathuria told attendees of OMMA's RTB conference, on Thursday. Though the risks associated with dark pools are well documented, many advertisers remain in the, er, dark on the subject. For many agencies, it's a question of "whether you're willing to educate the client," Kathuria said. Bigger picture, Kathuria said the real issue ...
  • A View With Some Room (For Interpretation)
    That's what UM's Yvonne Abt suggested is the real standard sunding the state of online ad "viewability." Abt, responding to a question by opening OMMA RTB panel moderator about whether the industry has actually arrived at a viewability standard, Abt said it was more a "supposed to be" standard than an actual standard. "Speaking for myself and my peers, that's not necessarily the case," she conceded, adding that agency execs like herself have gotten "part of the way there" in static display, not so much in "video and other inventory."
  • Stop Eating The Burritos
    Yvonne Abt, VP, partner, portfolio management at UM Worldwide, just gave the most unlikely advice at OMMA RTB in LA: Stop eating the burritos.
  • Pick A Viewability Standard, Any Viewability Standard
    What's wrong with the industry's ad viewability standards? For one, there's too many of them, panelists agreed during OMMA's RTB conference, on Thursday. Jared Lake, Director of Digital Media at Hawthorne Direct, counts about six standards, some of which yield wildly different viewability rates. Citing some data he recently came across, one standard put an ad's viewability rate at 38%, while another gave the same ad a rate of 88%. Yvonne Abt, VP, Partner, Portfolio Management at UM Worldwide, said it's a big problem. Viewability is "still not standardized ... [and] not even close in video," she said. How has ...
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