Week Two of RTM Daily, and I have yet another new "R" to throw into the mix. It stands for "responsive." As in responsive design. No, we're not re-branding this newsletter Responsive Type Media, but increasingly, we will be seeing some real-time media and marketing platforms that incorporate a responsive logic to them. The first I've come across was just announced this morning by search advertising platform adMarketplace.com, which now enables advertisers and media buyers to target paid search ads to users based on the "device type" they are querying from. "It's the first platform for advertiser bidding by mobile ...Read the whole story
When everything ad-related is happening in real-time, it's easy to lose track of where a sale actually started. In a funnel, online ad attribution company C3 Metrics says that brand awareness happens at the top, whereas the "lower funnel" is home to the point of sale. While the sale will always be important, C3 Metrics COO and Co-Founder Jeff Greenfield says big brands need to focus on the "upper funnel" in order to survive. In layman terms: In order for brands to continue existing in a real-time media world, they need to shift their focus from rapid sales to the ... ...Read the whole story
Attribution analysis firm Adometry Monday announced an $8 million round of funding, which will be used to accelerate product development, talent recruiting and geographic expansion. The round was led by Shasta Ventures, with participation from Austin Ventures and Sierra Ventures. Adometry also announced Shasta Venture's Jason Pressman will join its board. ...Read the whole story
Digital data analytics firm Cyberplex this morning said its EQ Ads division has launched a new video advertising platform designed for programmatic buying. The company said the new video ads feature targeting and tracking elements "embedded" inside the units. The platform supports pre-roll and post-roll video ad placements across several undisclosed exchanges. ...Read the whole story
Ad technology guru Chris O'Hara argues that while the overall market for RTB is limited, "RTB-enabled" ad technology will be expansive, especially as it becomes more integrated with "premium guaranteed inventory -- where the other 85% of media budgets happen." Thus he predicts 2012 will be the "year of programmatic guaranteed." ...Read the whole story
Several factors are limiting the potential of RTB to capitalize on "value-based" buying, especially the shift from historic CPM to CPA-based valuation models, as well as better attribution insights and better insights into the value each impression contributes. ...Read the whole story
The RTB 500 is a composite of the real-time price of media on 500 leading publishers. Change is compared to yesterday's average.
The most exciting change brought about by Universal Analytics is the inclusion of more data. While a vast trove of data can be overwhelming to some, anyone who has worked with Google Analytics is aware of ...More