• Time As A Currency Is Making Waves
    Like a broken clock, digital marketers only get it right some of the time. They want to change that. A broken clock is right about .14% of the time -- only slightly worse than click-through rates, if that's your metric of choice. Or perhaps you're adopting viewability as the key metric. But even then, you're losing more often than you're winning. If you're really avant-garde, maybe you're thinking of time itself as a metric, a school of thought that apparently became huge overnight.
  • Real-Time With TheStreet's DeMarse, AppNexus' First Woman Board Member
    AppNexus, a large independent ad tech firm that sits as close to the "middle" of the ad tech ecosystem as any other, on Thursday announced the addition of Elisabeth DeMarse to its board of directors. DeMarse is chairman and CEO of TheStreet. Real-Time Daily caught up with DeMarse to pick her brain on the programmatic ad industry and to find out why she's working with AppNexus -- a private company -- when she has a sort of personal code to only sit on the board of public companies.
  • Three's Company: Mobile, Location & Programmatic
    Mobile advertising, programmatic buying and location-based targeting have been quite the trio this week, with Swirl, Chitika, and PubMatic/xAd all announcing product launches featuring mobile, programmatic and location. Three stories, in three days, about the same three things.
  • Real-Time With Verve Mobile's New CMO Haake
    Verve Mobile, a mobile ad network that has flirted with programmatic ad technology before, took a big step toward further embracing programmatic with the hiring of ad tech vet John Haake as chief marketing officer. Real-Time Daily caught up with Haake to discuss the intersecting roles of tech and marketing, Verve's vision of programmatic and where it's taking the mobile ad industry.
  • Looking For Engagement From Real-Time Ads? Put Tech On For Size
    When it comes to real-time marketing, one thing advertisers often rely on are trends. But trends are fickle things: sometimes they are slow to rise and slow to die, and sometimes they are fast to rise and even faster to die. But what were the biggest trends of the last quarter, and how did marketers take advantage of them?
  • Private Marketplaces, Programmatic Direct Not Just Fads
    The programmatic ad industry's "flight to quality" may be overstated -- at least at this juncture -- with GroupM's cold shoulder to open real-time bidding (RTB) exchanges being the most common, and perhaps overused, example of a "trend" starter. However, it may not be hackneyed to the point of complete loss of significance -- as it shouldn't.
  • MediaMath's Upcast Buy Adds To Ad Tech M&A Intrigue
    M&A activity in the ad tech space has continued through summer and into fall with MediaMath, a major demand-side platform (DSP), on Thursday announcing its acquisition of Upcast, a social ad tech platform. In the "build, buy, partner" debate, ad tech companies seem increasingly content with buying to round out or otherwise add to their "tech stacks."
  • Digital Advertising's 'Dark Little Secret' Has Had Its Time
    Many in the digital ad industry believe the Media Rating Council (MRC) standard for viewability of 50% of an ad being in-view for one continuous second -- and two seconds for video ads -- is simply a starting point and not strong enough to elicit growth. In fact, some recent data suggests the viewability rates have actually regressed.
  • A Video Worth 10,000 Fraudulent Impressions
    If, as they say, a picture is worth a thousand words, then this video is worth about 10,000. Actually, this video is worth 10,000 of something: It's a two-minute video (a time-lapse of 24 hours) showing an ad fraud bot racking up 10,000 impressions on an infected computer.
  • Programmatic Is Growing Up
    Two of the largest holding companies in the world -- Publicis Groupe and Interpublic Group -- made headlines this morning, and programmatic advertising was part of the reason why. The combined announcements also show that programmatic, tech-driven ad buying is no longer relegated to the slums.
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