• Adap.tv's New Technology Could Draw TV Crowd to Online Video by Tyler Loechner

    Adap.tv last week announced In-Target Audience Optimization, a technology that allows advertisers to deliver ads to the right demographics with the help of Nielsen Online Campaign Ratings and comScore Validated Campaign Essentials. Perhaps most importantly, Toby Gabriner, president, Adap.tv, believes that In-Target Audience Optimization will draw advertisers in from TV. He says that there is now a "currency that can attract the TV buyers into [the online video] world." The technology allows for TV-like targeting from sellers and more targeted audiences for buyers. Gabriner also says there's an important connect to be made between the new technology, the draw of ...Read the whole story

  • Apigee Unveils Apigee Insights by Tyler Loechner

    Apigee today launched Apigee Insights, a data analytics platform that uses "broad data" from APIs, apps, social, and mobile to give businesses more data they care about. Apigee claims that the platform is the first broad data platform. According to Apigee, "broad data" is just a more appropriate term for "big data." In other words, broad data is "aggregated fragments of small and contextually related data." "In the app economy, where business is often conducted through mobile and social channels, organizations no longer own - much less control - all the data they need to make accurate business decisions," stated ...Read the whole story

  • LinkedIn SlideShare Develops Real-Time Tracking Content Analytics by Laurie Sullivan

    In a major shift for marketers that have traditionally waited for results, social feedback tools from LinkedIn and Switch now gauge content and campaign performance at the speed of a text message or Twitter tweet. This gives social media the features that marketers find invaluable in search engine marketing. ...Read the whole story

Real-Time Branding: The Automation Challenge For Brands by Ari Bluman

An effective rich media ad exchange is in our future -- but there are challenges we must meet to get there. We must be able to leverage our technology platforms, with the ability to add viewability metrics and engagement metrics. We need to bridge the gap between mobile and display -- to add multiple buying types across all the units. The more publishers that adopt this over time, the greater scale we can achieve. ...More

  • Programmatic Premium: It's Already Here (Kind Of) by Aaron Doades

    It's the year of premium mobile, social, video cross-platform RTB! Oh, also: big data. With all the predictions for 2013 flying around, it can be easy to forget what we've already accomplished as an industry to date and what we still have to build. Each of the above pillars have some amazing companies tackling their respective challenges in innovative ways, and a lot of goals that were considered ambitious just a year ago have already been accomplished. One area also getting a lot of buzz is programmatic premium, and I think we're further along than a lot of folks beli ...More

  • How Publishers Can Get Real About Mobile by Kirk McDonald

    Optimizing for mobile devices was just table stakes for getting into the game. Publishers need to focus now on cross-platform seamless experiences, customized content and advertising and data-driven personalization. ...More