Monday, December 22, 2014
  • Oracle Buys Datalogix In Quest To Be A Data Powerhouse

    Oracle made its data play clear after acquiring DMP BlueKai earlier this year, and on Monday reaffirmed its commitment to data by acquiring Datalogix, an audience-targeting firm known for connecting offline sales to online ads. The deal is expected to be in the "high hundreds of millions," per Brian Wieser, senior analyst at Pivotal Research. Datalogix's role in the advertising market is "very important," according to Yory Wurmser, analyst at eMarketer, as its ability to link online ads to offline sales is "unrivaled." Technology giants, most notably Facebook, use Datalogix for analytics and attribution. ...Read the whole story

  • Over Half Of Video Ads Bought Via RTB Contain 'Misaligned' Data, Study Finds

    Every week, it seems a new report comes out telling marketers that half of the ads they buy are squandered due to fraud, viewability, or some other wasteful mean. This week is no different, as Clearstream, a video ad targeting platform, has released a new study claiming that 55% of video ads bought via real-time bidding (RTB) are "misaligned." "I wouldn't call it fraud," said Brian Mandelbaum, founder of Clearstream. "But I would say that the buyer did not buy what they intended in the auction." ...Read the whole story

  • Oracle To Acquire Datalogix, Extend Data Cloud To Offline Purchases

    Oracle continues its ad technology shopping spree, announcing a deal this morning to acquire audience-targeting firm Datalogix. Terms were not disclosed, but Oracle said Datalogix would continue to operate independently once the acquisition is completed, although the deal would "extend" the Oracle Data Cloud. ...Read the whole story

  • Biggest Brands Led U.S. Ad Slowdown, Autos Plummeted Through Q3

    The slowdown in U.S. ad spending appears to be more pronounced among some of the nation's biggest advertisers, according to estimates released this morning by WPP's Kantar Media unit. Half of the top 10 advertisers decreased their ad budgets through the first three-quarters of 2014 vs. the same period in 2013, including double-digit reductions by the nation's two largest advertisers: Procter & Gamble and AT&T. ...Read the whole story

  • Retailers Waste More Than Half Of Digital Budgets On Bot Traffic

    Suspicious Web traffic in the U.S. rose 36% sequentially in the third quarter of 2014, and bot traffic grew by 35%. Data released Friday identifies 55% of the traffic on retail sites as suspicious, with 34% of traffic confirmed as bot. The data defines "suspicious" as non-human behavior. ...Read the whole story

47.5

The RTB 500 is a composite of the real-time price of media on 500 leading publishers. Index value shown is yesterday’s (Dec. 21, 2014) average. Change is compared to the previous day's average. Click to see the current value in real-time.

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