• Xaxis Enters Hong Kong, Taps Tribal Fusion's Chung

    WPPs Xaxis unit has began trading in Hong Kong on Monday. Working directly with sister WPP unit GroupM Hong Kong, the new outpost will offer regional marketers to utilize Xaxis' audience-buying systems, including Xaxis proprietary data management platform. ...Read the whole story

  • Super Bowl, Other Events Drive Digital Ad Prices Down

    While the average Super Bowl XLVII commercial cost nearly $4 million for 30 seconds - close to a 10% rise from last year's price - Paul Dolan, managing director, North America, Xaxis, believes that major events like the Super Bowl actually drive ad prices lower, at least in the digital advertising space. "It's something we've observed around events, and big traffic days like Cyber Monday," Dolan said. "The Super Bowl is one of the chief among them." The company actually started noticing this trend four years ago at the Oscar's and Emmy's. Dolan says that publishers have trouble getting all ...Read the whole story

Real-Time Branding: Building A Rich Media Exchange

It's a conundrum that our industry has been pondering for what seems like ages: How can we attract brand dollars away from TV and onto the Web? For the past few years, it's all we've talked about. Internet-based advertising across the desktop and mobile channels can deliver the scale of television to brand advertisers, along with better targeting and superior analytics. But for brands the online world remains a testing ground only, and it's still riddled with concerns: viewability, attribution, fraud. ...More

  • Secrets Of A Data Scientist: Five Strategies For Optimizing RTB Campaigns

    Campaign optimization is crucial for any RTB-driven campaign. However, with so many variables to consider, what are the most important factors that determine a successful campaign? To get to the bottom of the question, I interviewed Clement Chung, who holds a Ph.D. in machine learning and is the lead data scientist at Chango (full disclosure: I'm CEO of Chango). Below I outline his top-five optimization tips for RTB-based campaigns. ...More

  • Managing Audiences

    The term "audience management" is beginning to bleed into email and CRM discussions as a means of better articulating the way consumers are affected by a combination of direct marketing, social marketing and media-oriented activities. ...More

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