• Facebook's Q2 Success Means FBX May Not Go Mobile
    The final panel at last week's OMMA RTB in Los Angeles focused on the Facebook Exchange (FBX), and a good portion of the conversation revolved around mobile. By now you've heard that Facebook's revenue soared in Q2 because of mobile ads, and the panelists debated whether or not FBX would ever include mobile inventory.
  • To Regulate Or Not To Regulate, That Is The Programmatic Question
    The afternoon panel at OMMA RTB in LA tackled perhaps the most important topics of the day: fraud, trust and the potential for regulation in the programmatic marketplace. Moderator Dan Chen, managing director at Siemer & Associates, asked the panelists whether or not they believe the industry is evolving in such a way that regulatory organizations would be required to play a larger role.
  • What's A Math Man's Data Capacity?
    Plenty of questions about data have been asked at OMMA Display in Los Angeles this week, including who owns it and what its challenges are. But perhaps no question has been more interesting than the one raised by Bob Ivins, chief data officer at Mindshare, during a morning keynote interview with MediaPost Editor in Chief Joe Mandese, although it wasn't so much a question as a statement of curiosity.
  • Data Blocking A Data-Driven, 'Real-Time, One-To-One Future'
    "Marketers envision a real-time, one-to-one future." That's the takeaway of a new study conducted by Forrester Consulting on behalf of MediaMath, a demand-side platform (DSP). The conundrum lies in the fact that data is both the problem and the "foundation" -- a foundation that is not trusted.
  • Viewability Problem Becoming More Viewable
    Its name suggests otherwise, I know, but the viewability problem is supposed to get smaller, not bigger. Half a year later -- half a year with viewability as a focal point, no less -- and the ad industry has gone backwards in its battle against viewability. The overall war is against ad quality, and exchanges are losing that too.
  • Let Your Pixels Do The Stalking, DataXu Lets Brands Shop The YP Way
    In 1964, ad agency Cunningham & Walsh created "Let Your Fingers Do The Walking" -- arguably one of the most indelible campaigns ever -- to help client AT&T market its Yellow Pages to consumers. Fifty years later, DataXu is flipping the idea for its descendant YP.com, effectively enabling consumers' cookies to do the targeting in order to help them shop the YP way. Or more precisely, to help national marketers target consumers in real-time based on what they are using their fingers to click on when searching for local products and services via YP.com.
  • Regression To The Meaning
    Here's something I've been kicking around, and I'm hoping you can help me jump-start it. I'm thinking it's time for a good ad technology wiki. I'm not alone. In the past few weeks, I've come across others who are developing glossaries in an effort to get a handle on the torrent of terminology that clutters the technology-driven advertising and media-buying business. The problem with glossaries, IMHO, is that they define things strictly from the point-of-view of the authority that is defining them. And if there is one thing I've learned from covering advertising and media -- and the technology that ...
  • Is RTB Becoming Programmatic's 'Scatter' Marketplace?
    Let me be upfront about this: When it comes to covering the advertising marketplace, I have some personal biases, and they come mainly from covering the upfront. I try not to let them influence the way I cover news about the marketplace, but I definitely try to use every editorial opportunity I can -- especially blog-like commentaries like this one -- when I can. So today's RTBlog is about some analogies people have been making between the way Madison Avenue buys network TV, and the way it buys digital media, especially programmatically.
  • E-Pocket Dictionary Gives Digital Marketing Definitions In Real-Time
    One thing I love about reading on an iPad is the ability to define a word without switching apps. Chango, a demand-side platform (DSP), has brought the same type of technology to marketers via Contradictionary, an ironically named Google Chrome browser app released this week.
  • A 2-Part Story About Native And RTB - Part 2 Will Blow Your Mind!
    The other night I was chatting with my fiance while she mindlessly browsed the Internet, unaware that I was about to witness why native advertising and audience-targeting via real-time bidding (RTB) are the trends that they are. It's one thing to be shown statistics while insiders explain why said statistics affirm a trend, but it's another thing to observe it in the "real world."
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