Adam Berke

Articles by Adam All articles by Adam

• As FBX Goes Dark, Future of Programmatic Is Bright in Real-Time Daily on 05/26/2016
  

  Facebook's move to shutter FBX should be a surprise to no one, and will have a limited short-term impact on the average marketer. Longer term, however, there are some interesting questions.

• Real-Time Bidding: The Next Round in Programmatic Insider on 01/24/2013
  

  As it pertains to display advertising, owning RTB infrastructure is quickly emerging as the ticket to the "next round." This means having the bidders, cookie stores, and big-data chops to earn a seat on an exchange and respond to bid requests within 50 ms, without having to use a middleman or license another DSP's technology.

Comments by Adam All comments by Adam

• Banner Blindness: 60% Can't Remember The Last Display Ad They Saw by Laurie Sullivan (Online Media Daily on 03/18/2013)
  

  I'm shocked 14% of people COULD remember the last display ad they saw. That's rain man status. As others have pointed out, the ability to recall the last ad seen in any media (TV, print, outdoor, etc) has little to do with the effectiveness.

• Firefox To Block Third-Party Cookies by Wendy Davis (Online Media Daily on 02/24/2013)
  

  @Michael Keuntje. Google's pixels, beacons, and ad tags are actually located at doubleclick.net and googleadservices.com. So there would be no bias towards Google at all since the general internet user doesn't navigate to those domains. It would hurt them as much as anyone. Given 80% of Mozilla's revenue comes from Google, there's a good chance that there will be conversations between the two parties before this takes effect.

• Ad Firm Touts Results On Facebook Exchange by Mark Walsh (Online Media Daily on 09/13/2012)
  

  @Ross The idea behind FBX is that it gives the ability for advertisers to target users on Facebook based on any data they have. This includes first party data (site retargeting) and 3rd party data (which could include search activity or behavioral data from other sites around the web.) Basically, any data that advertisers could historically target on through a DSP is now available for targeting on Facebook. Hope that helps to answer your question.

• Ad Firm Touts Results On Facebook Exchange by Mark Walsh (Online Media Daily on 09/13/2012)
  

  @John Agreed, and well said. Every advertiser attributes conversions somewhat differently, and there's no one size fits all ROI calculation. Given the early data, we tried to provide a sense for how the first round of campaigns have performed based on widely used attribution modeling. As is evident from the range of data points coming out of the beta, we're all still early in understanding the ins and outs of this exciting new inventory source. However, I think the underlying point is that initial results are very encouraging, no matter how you slice/calculate it.

• Ad Firm Touts Results On Facebook Exchange by Mark Walsh (Online Media Daily on 09/13/2012)
  

  This relative data was reported incorrectly in the article, and has since been corrected: http://www.mediapost.com/publications/article/182959/correction-adrolls-roi-on-facebook-exchange.html

• French Ad Retargeting Co. Brings CPC And Privacy Model To U.S. by Laurie Sullivan (Online Media Daily on 04/08/2010)
  

  Rob makes a good point. Many advertisers like performance oriented pricing models because of the perceived shared risk. However, a transparent CPM model ensures that the advertiser doesn't pay too much because of aggressive arbitrage by the provider. This doesn't apply only to retargeting, but any display advertising. Actually just wrote a log post on this topic as it pertains to CPA pricing: http://blog.adroll.com/2010/04/cpa-cant-get-no-satisfaction/

• An Important Lesson from The OPA: Those Who Forget Will Be Destined To Remember by Michael Katz (Online Media Daily on 08/19/2009)
  

  Great observations regarding similar shifts in other industries, and the ineffective efforts to sustain the status quo. The only point I question is your statement: "When choice isn't limited, content is no longer an effective proxy to reach consumers." I'm not sure what the breadth of choice has to do with the strength of content as a proxy for audience. In many ways, greater fragmentation makes content an even stronger proxy as each content source becomes more specific to granular topics/interests. The trick is in making sense of it all and aggregating it appropriately... which to your original point, is not a strength of large/traditional publishers.

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