Friday, January 30, 2015
  • Mondelez Buys First Programmatic Super Bowl Ad

    Mondelez International, the CPG giant, is helping push the programmatic TV industry forward in a big way. Mondelez brands Oreo and Ritz are set to run 15-second regional spots during the halftime of this year's Super Bowl. The twist? The ads were purchased programmatically. Mondelez was in the driver's seat for this "test" and "pilot" run, to use Henderson's words, but its agency -- MediaVest -- was involved in the process. ...Read the whole story

  • Microsoft, numberFire Using Big Data To Predict The Super Bowl

    Microsoft Bing has been using Big Data analytics to predict games throughout the NFL playoffs, but they aren't the only company crunching the numbers. "The Wall Street Journal" on Thursday highlighted numberFire, a startup that raised $1.45 million in seed funding and is also using Big Data to predict the outcome of the big game. ...Read the whole story

  • 90% Of Marketers Think Personalization Is The Future

    Nearly all (90%) of marketers believe individualized marketing is the future, moving "beyond segmentation to true one-to-one personalization in a real-time context," per a new report from Teradata, a data analytics and marketing firm. ...Read the whole story

  • AdTaxi Broadens Network With Tribune, Seattle Times Partnerships

    AdTaxi Networks, the digital ad tech division of Digital First Media, this week announced it has partnered with 34 new broadcast stations owned by Tribune Broadcasting. The company has also struck a deal with the Seattle Times. Its publishing partners -- now including dozens of Tribune Broadcasting stations and the Seattle Times -- can use the platforms to sell excess inventory. AdTaxi says it uses its DSPs to buy ad inventory to resell to advertisers. ...Read the whole story

  • Ex-NBCU Exec Sapene Joins Nativo

    Nativo, a programmatic native ad platform, on Thursday announced the appointment of Carlos Sapene as VP of product development. Sapene will oversee Nativo's product team, per a release. He was previously VP of digital and new media at NBCUniversal. ...Read the whole story

  • ANA Projects 'Substantial' Surge In Native, Finds Ethics And Disclosure Remain Big Issues

    Nearly two-thirds (63%) of big national advertisers plan to boost spending on "native advertising" formats over the next 12 months, according to findings of a member survey released this morning by the Association of National Advertisers. The report, "Advertising Is Going Native," characterized the shift to native as "substantial" and indicates the primary driver is that marketers are seeking to "position their message in the context of the user's experience." ...Read the whole story

  • Mindgruve Taps Mike Hodges For President's Role

    Previously Hodges was President of The San Diego Union-Tribune, where he is credited with having spearheaded the digital transformation of the company from a regional newspaper group into a national, integrated media organization with large-scale print, TV and digital properties. Hodges has also created several startups, including an advertising technology firm that was acquired by Google's DoubleClick. ...Read the whole story

Around The Net

  • Asda Programmatic Publisher Plans Not A Threat The Drum

    Asda's ambition to be viewed by brands and media agencies as a publisher akin to the "Guardian" will see it launch its own private ad exchange in the coming year, but this will not threaten traditional media owners, according to industry experts. Asda's Senior Director of Marketing Innovation and Revenue, Dom Burch, exclusively revealed to The Drum last week that it is selling unsold ad units programmatically -- through Google's DoubleClick for Publishers (DFP) ad server and Rubicon's supply-side platform -- across its major Web sites. ...Read the whole story

  • Google Publishes 3 Programmatic ResolutionsGoogle
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The RTB 500 is a composite of the real-time price of media on 500 leading publishers. Index value shown is yesterday’s (Jan. 30, 2015) average. Change is compared to the previous day's average. Click to see the current value in real-time.

How To Win The Real-Time Super Bowl

Real-time social media activity by marketers can gain a lot of attention. But does it actually work? It is hard to tie social media activity to revenue and the often used Advertising Value Equivalency metric doesn't ...More