Maybe it's just me -- or maybe it's just my inbox -- but I was struck by sequential news announcements over the past 24 hours or so that 1) Time Inc. entered into an agreement with Google to handle its programmatic ad sales, 2) The publication of a major feature by "Time" magazine tech columnist Harry McCracken calling Google's "Project Ara" a "bold gambit," and 3) Time Inc.'s announcement that it has named M. Scott Havens head of its digital operations.
If you go to an industry conference, you might leave the room thinking click-through rates don't matter and cookies are dead -- that there are new, better ways to measure success. Problem is, you might not know which tracking technologies your company is using to measure campaigns. But that's okay, because the people trading on your behalf must know, right? For the most part, yes. But not all do.
"Content is king," they say, and from it comes context. But what of people consuming multiple forms of content at once? Multitaskers are the new black, after all. Zample, a media recognition software service, is trying to capitalize on the multi-screen trend.
Leave it to a company named Oracle to prove RTBlog's predictive powers wrong. If, as reported by Business Insider, the deal was in the $400 million price range, it means Oracle valued BlueKai much more than Neustar valued Aggregate Knowledge, another data management platform, which was purchased for $119 million in late October. To put it in perspective, programmatic ad platform Adap.tv was purchased by AOL for $405 million in August.
Turn, a demand-side platform (DSP), put its team of data scientists to work in an attempt to find which verticals in the programmatic marketplace were most competitive. Rather than looking at more "basic" metrics like supply and demand, Turn employed the Herfindahl-Hirschman Index (HHI), an economic model used to measure market concentration.
It even has its own panel here at OMMA RTB in New York. When event emcee MediaPost's Steve Smith introduced the panel, he said his first reaction to the term "programmatic native" was something along the lines of: "Well, there's an oxymoron if I've ever heard one."
At Wednesday's OMMA DDM in New York City, an interesting point arose during one of the panels -- "The Year Of Personalization: Making Data Smaller And Smarter." The question: Would a flawlessly targeted ad actually be too creepy, thus having a negative impact?
The "always-on" consumer must be matched by the "always-on" marketer, but that second part is often overlooked. Is an always-on marketer one that is ready to send tweets during the Super Bowl? I guess, but there's more to it than that. I've recently written about the importance of real-time analytics -- of how they are "in," and how they might keep you from being out. This post further highlights real-time analytics and how marketers are receiving and using data faster.
"There's an app for that," something Apple filed to trademark in December 2009, is a humorous yet accurate way to describe the random wants of smartphone wielders. When it comes to the online world, "there's an algorithm for that" is becoming applicable to the random wants of online advertisers.
Collecting consumer data online may be easy, but it lacks in one area: instant gratification for the user. Collecting consumer data offline may require more work, but its real-time gratification factor can be summed up with two words: free donuts.