Video RTB: Is An Impression An Impression An Impression? by Tyler Loechner

On the "Is It Primetime for Video RTB?" panel at OMMA Video today, moderator David Goetzl, senior editor, MediaPost, posed the question: "Is an impression an impression an impression?" Another theme throughout the panel was anwering the question: "What is 'premium programmatic,' and what is the key to unlocking it?" Matthew Kramer, director of TV products, Accuen, does not believe that an impression is an impression is an impression. Kramer argued that "even if everything could go to RTB," it wouldn't. He doesn't believe that programmatic can replace contextual buying. "And I don't think it should," he added. ...Read the whole story

  • DataXu Opens Black Boxes, Launches Marketplace For Ad Algorithms by Joe Mandese

    In a push to demystify the black box world of programmatic trading, a major ad technology developer is creating a marketplace where advertisers, agencies and trading desks can shop for algorithms. The so-called Algorithm Marketplace, which is being launched today by demand-side platform DataXu, will start with a couple of dozen off-the-shelf algorithms developed either for DataXu's internal operations or for specific clients, but will add new ones -- about a dozen a year -- over time, CEO Mike Baker tells RTM Daily. ...Read the whole story

  • Remnant, Premium, Or Gourmet Inventory? Gourmet Ads Strikes Deal With AppNexus by Tyler Loechner

    Programmatic ad serving platform AppNexus was this morning selected by food advertising network Gourmet Ads as ad server of record. Gourmet Ads hopes the partnership will allow their food, grocery, and packaged goods clients to be more engaged with their "household grocery buyers and home cooks online" on the Gourmet Ads exchange. Benjamin Christie, president and founder of Gourmet Ads, told RTM Daily some of the publishers on the niche exchange. "It's all food-based, very niche," Christie said. "91% of our audience is the grocery buyer. That's where it becomes very interesting for CPG brands." Christie calls the Gourmet Ads ...Read the whole story

  • Updated: Out-Of-Home Trading Platform Integrates With Mediaocean, Posterscope Backs Move by Joe Mandese

    While it's not quite the out-of-home equivalent of the online industry's real-time trading systems, outdoor media just took another step in that direction. In a move that's starting to look like a horse race between two automated media planning and buying systems, one of the world's biggest buyers of out-of-home media, Posterscope, is backing ADstruc, a system that enables planners and buyers to purchase out-of-home media electronically from a central platform. In a deal being announced this morning, ADstruc is also being integrated with Mediaocean's media-buying data processing systems, which serve the majority of Madison Avenue. ...Read the whole story

Viewability And RTB: Notes On The Larger Context by Sherrill Mane, Brendan Riordan-Butterworth

In a May 8 post, Alex White makes some good points about how viewability measurement will alter the practice of buying as well as the value of display inventory in the programmatic space. We at the IAB applaud him for raising issues and conversation around viewability. White writes about the seemingly far-off ability to make viewability-based media buys, but the reality is that the Viewable Impression is coming fast. And, yes, there remains a significant amount of work to complete to ensure an orderly transition. ...More

  • Premium Brand Advertising Can -- And Will -- Be As Easy To Buy As Direct Response by Skip Brand

    If nothing else, Yahoo's acquisition of Tumblr puts a spotlight directly on the importance of content. Content has always been a website's most valuable asset, but now it's a brand advertiser's most valuable asset, too. (Unless you've been hiding in linear media, you've probably noticed the content and native advertising trends that have swept the industry in recent years.) ...More

  • Hyperbabble Of The Day by Tyler Loechner

    "A modern, open system that fosters experimentation and innovation, [A] turbo charges the speed of the [B] marketing optimization engine with [C], a key component of its high-performance big data analytics capabilities. [C] provides powerful algorithms that allow greater efficiency, scalability and reduced time-to-market with actionable analytics. ...More

  • insight Effective Digital Ads: A Fragment Of Your Imagination? by Ken Mallon

    As people spend more time consuming digital content, their time increasingly shifts, and becomes more diffused and the ability to reach a target audience on any one channel is diminished. The next challenge for advertisers is to understand the impact of their digital campaigns. ...More

  • When News Twists In The Wind, TV Show Up Faster & With More Detail by Wayne Friedman

    Seemingly minutes after a massive tornado hit, an MSNBC news image showed a speedboat sitting on top of a house in Moore, Okla. This was followed by scores and scores of homes reduced to something less than rubble. ...More