• So Much Data, Such Little Understanding
    Big Data fiends are quickly coming to realize that having hordes of data and making use of that data are not one and the same. The data, in and of itself, is meaningless. Data needs a curator. If it sits unused in a data management platform for months or years, its only purpose is to fluff up the amount of "Big Data" that some proud marketer proclaims to orchestrate. A new research report from Millward Brown Digital reiterates this point, noting that "data rich, but insights poor" is the "current blight of the marketer."
  • Marketers Putting A Premium On Viewability, But They Aren't Sure Why
    A definition for "premium" digital advertising has proven elusive, but at least one ingredient is known: viewability. The vast majority of marketers (86%) are mandating a viewability threshold for their digital ad campaigns this year, and just over two-thirds (70%) are expressing a growing confidence in viewability. That's according to a new "Industry Pulse" report from Undertone. The company surveyed over 750 clients -- including brands, agencies and publishers -- for the report.
  • Super Premium, Not: Heroes Prove Worst Malware Purveyors
    Good news, marketers! You have something in common with superheroes! You both have trouble dealing with malware, fraud and bots. Intel Security this week released its 2015 "Most Toxic Superheroes" list, which ranks superheroes based on how likely they are to lead Internet users to malicious Web sites. Aquaman checks in at No. 1, regaining the top spot he held in 2013.
  • AOL Gets A Programmatic Power Play In Microsoft Deal
    The world of biddable media underwent a shift yesterday as AOL and Microsoft signed a deal that gave AOL responsibility for the majority of Microsoft's display advertising business. There are many facets to this story, several of which revolve around search, but there are programmatic advertising angles as well. With AOL (now part of Verizon) taking over most of Microsoft's display ad business, it will be interesting to see whether AOL's formidable ad tech stack can turn it around.
  • Robbing From Display To Pay Search?
    Fascinating data coming out of WPP ad-tracking unit Kantar Media this morning. The headline was that Kantar has begun tracking paid-search figures and breaking it out from digital's whole. Why is this news for RTBlog to comment on? Because of the corresponding insight that the display ad marketplace currently is one of the fastest-eroding ones. So I asked Kantar Media research chief Jon Swallen whether it was ironic that one biddable medium (search) was the fastest-growing, while another (RTB display) was the fastest-declining, and his answer had more to do with what people often describe as another medium -- mobile.
  • New Model Estimates Ad Waste For Programmatic Buyers
    We cover a slew of topics here in 'Real-Time Daily' that all snake around one other. This includes viewability, ad fraud, programmatic buying and the different devices, including desktop, mobile, tablet, and now TV and radio. There's also cost and targeting data that needs to be taken into account. But how all of this cobbles together can be a bit mysterious at times. If we put too much focus on viewability, for example, we belittle the fact that it's actually just one piece of the puzzle.
  • To Combat Fraud, Pixalate Brings In The Hardware
    The programmatic ad industry is obsessed with the invisible. It runs on software and data that floats somewhere in "the cloud." The servers that act as the brains behind it all are tucked away in "data centers." Putting everything behind the scenes and on autopilot allows marketers to focus on what they say they do best. You know, buzzwords like "strategy" and "creativity." But veiled threats exist, too.
  • With A Fresh $21M, Jelli Is Set To Expand Programmatic Radio
    Jelli -- which launched in 2009 as a "social radio" service to let fans engage with local radio stations in real-time -- ditched social one year ago to focus solely on programmatic advertising technologies. The pivot has paid off -- literally. Jelli, now a programmatic ad platform for audio advertising, has closed a $21 million Series B round of funding.
  • Mobile Programmatic Buying Is Taking Off
    Mobile programmatic ad-buying is taking off. Rubicon Project, a large ad exchange and ad tech provider, last week shared that mobile now accounts for over 20% of the company's total managed revenue, up from less than 3% just one year ago. That represents a spend increase of 1,300%, and Rubicon doesn't expect it to slow down any time soon. We've been hearing similar things from other ad tech companies as well.
  • For Many Programmatic Buyers, Collecting Data Remains A Manual Task
    Nearly half (42%) of programmatic advertisers regularly get data from exchanges through spreadsheet attachments, a highly manual approach that flies in the face of what exchanges were originally built for -- automation. That figure comes from Metamarkets, a real-time analytics provider for programmatic advertisers.
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