• Agency Trading Desks Lag In Awareness, Understanding

    Despite their growing importance in the real-time media trading marketplace, agency trading desks are one of the least understood parts of the advertising technology ecosystem, especially among the stakeholders that may count most: marketers. In what is believed to be the first study of its kind, Advertiser Perceptions Inc. has begun releasing findings of its first "Ad Tech Study," which finds that a third of marketers either have no or very little awareness of agency trading desks. ...Read the whole story

  • OpenX, AdTruth Deal Marks New Chapter For Mobile RTB

    After announcing a partnership with OpenX Software last week, AdTruth vice president and general manager James Lamberti said the deal marks a new chapter for mobile RTB. "We are past the starter days," he said. "We are moving into the next phase of growth." ...Read the whole story

  • Bing To Offer Click-To-Call Ads Through Skype

    Microsoft's search engine Bing might resemble a fast-moving train this year, as it lines up a variety of product launches -- as many as one weekly, Bing GM David Pann told MediaPost. Once known as a thousand-pound gorilla impossible to move, Microsoft has become an agile beast. ...Read the whole story

#SocialTV Lessons From Oreo's Game-Day Win

Oreo didn't just air a spot with a fleeting hashtag -- it gained followers for its just-launched Instagram channel; it created artifacts that can continue to be tweeted and share; it built a platform that can grow and evolve over time. The ad, and their real-time responses, were investments -- not merely one-time, attention-grabbing plays. ...More

  • FTC Pushes Do-Not-Track For Mobile

    Do-not-track isn't just for desktops, the Federal Trade Commission said on Friday. Mobile platform companies -- including Apple, Google and Blackberry -- also should develop a do-not-track mechanism that would "prevent an entity from developing profiles about mobile users," the FTC recommended in a new report about mobile privacy. ...More