Interesting: Sarah Bachman, Director, Mobile Strategy, Horizon Media, said during OMMA RTB in L.A. that real time networks networks find the audience and produce results in two days, whereas ad networks typically take much longer. Gaining efficiencies quickly in short campaigns is great, but does the promise of efficiencies often means spending more and getting less?
Facebook Exchange (FBX) is still a new online business entity of ad inventory. But now it's time for shopping, like for a car.
Josh Butler, manager, Facebook Exchange Partnerships, Facebook, speaking at the OMMA RTB event, says: “We like to think we are in the Prius phase.” Butler says maybe it’s time for a take a test drive.
Facebook has 35 partners working with FBX -- and access to one-third of all online display impressions. Butler says 32% of online users are reachable through FBX -- and about 17% that are only accessible through FBX.
Butler touts that FBX ...
What is algorithm?
Speaking at OMMA RTB, executives on a panel called “Algorithm & Blues: Does Yours Pass Code?” had answers.
Mike Baker, co-founder, president/chief executive officer of DataXu, says: “It’s a business rule. Ask it questions and it returns with a answer. [But] one algorithm doesn’t solve all problems."
Christopher Hansen, president of Netmining says: “It brings disparate data sets and put them together... and does is at scale.” Neal Richter, chief scientist of The Rubicon Project: “It’’s automation. It’s a sequence of steps to solve a problem.
Matt Weight, director of technology for Digitaria, says it represents ...
Big differences are evident when it comes to the type of advertisers using RTB versus those marketers buying direct from a publisher.
At NBCsports.com, for example, some 23% of all its advertising comes from real time buying systems; 43% from digital ad networks; and 33% direct advertising sales.
But there is big difference in the type of marketers. Coming from direct sales there are major luxury brands like Lexus, Rolex, and Dewer’s. Then through RTB, a sampling of NBC Sports advertisers shows strict call-to-action advertisers such as Lower My Bills, Nationwide Insurance, Comcast’s Xfinity, and Google Drive.
“There is ...
Real time buying technical process can be complicated to many -- even many media planners.
“It’s still a challenge for people to understand, “ Abe Snyder, media director of Traction, at the OMMA RTB event. “It can be drain on the operation.”
“It’s a burden on media planners,” Stephanie Mace senior vp/director of engagement & experience planning of MRM. Mace says it would be better if they could focus more on a bigger strategic view.
Alan Smith, head of media NA of Essence, says future media planners wanting to have a working knowledge of real time buying systems should ...
Some digital companies believe more is needed when it comes to analytics concerning real-time buying.
Mandana Mellano, vp of solutions lead for RAPP, at the OMMA RTB event, says, “we should have real time analytics. We are going on the bare minimum. [Right now] it is just efficiency play. We don’t have multi-channel attribution.”
Not completely so says Alan Smith, head of media NA of Essence. “You can get all the segment data you need. It’s efficiently just as good to get impressions from server logs. DSP platforms are only one part of the solution.” He recommends now ...
Real time buying systems can significantly move beyond current remnant seeking advertisers to bigger brand advertisers.
Speaking at the OMMA RTB event in Los Angeles, Gary Milner, director, global digital and marketing manager for Lenovo, says the time is right for brand to move to real time buying.
Milner says the rise is video, search, and social efforts is key for RTB and brands. He adds media complexity is massive, and RTB can help solve this. Also creative is reaching new levels online and that millennial audiences are ready to engage in content and content marketing.
He says ...