• WPP's Kinetic Goes Real-Time, Begins Trading Out-Of-Home Buys On Spafax Exchange

    WPP's Kinetic unit, the world's largest buyer of out-of-home media, has begun serving ads to digital, place-based media outlets via a real-time exchange developed by sister shop Spafax Networks. The aptly named "SN: Xchange" also provides real-time reporting of a campaign's audience delivery and verification. Both shops are units of WPP's tenthavenue division and Kinetic has already begun serving out-of-home ads in real-time for one big client, commercial insurance marketer Zurich, and other undisclosed brands over the past six months. The campaign for Zurich ran in November and December 2012. ...Read the whole story

  • KISSmetrics Finalizes Supercookies Settlement

    Analytics company KISSmetrics implemented an agreement calling for it to refrain from using eTags, Flash cookies or other types of hard-to-delete supercookies without first notifying users and allowing them to choose whether to accept the technology. ...Read the whole story

  • SiteScout Publishes Real Simple Guide To Real-Time Bidding

    Self-serve DSP SiteScout has published a guide to real-time bidding (RTB). Called the Knowledge Center, the free reference pages include easily accessible infographics and snappy videos designed to demystify the RTB business for marketers. ...Read the whole story

The Death Of Subjectivity: How Real-Time Analytics Can Actually Bolster Creativity

Creative people have to think harder -- to look at what is known and find the unexplored territory that still makes sense to the strategy. True creativity is finding freedom within a framework. We must find new questions to ask -- new ways to say things that consumers want to hear. This has always been the job of creative -- it just now has more information to use for this process. ...More

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