Frost Prioleau

Articles by Frost All articles by Frost

• OTT-CTV Could Be A Potent Ad Force In 2020 Election in Television News Daily on 04/27/2020
  

  Due to the social distancing and stay-at-home policies, streaming TV usage is accelerating. That trend could have a strong impact on political advertising.

Comments by Frost All comments by Frost

• The Six Hours Between Programmatic and Real Time by Ted Yang (Programmatic Insider on 03/17/2014)
  

  For the record, not all DSPs have a 6 hour delay in reporting. My company, Simpli.fi, is a DSP and our reporting, which is very granular and transparent, typically runs at about a one-hour delay. We could likely make this faster, but we haven't sensed a need beyond that. Ted- What is your ideal? By the way, for all the exchanges that we are integrated with we get clearing prices within minutes...so there is not a hold up on the exchange end for us at least.

• The Challenge Of Social by Gord Hotchkiss (Performance Marketing Insider on 12/01/2011)
  

  Great post Gordon. Of the various data and targeting methods that we use to drive display campaigns, we definitely see that intent based data (as used in search retargeting) is the most effective. Also agree with the critical importance of "intercepting" a motivated buyer at the right time. The data shows big performance differences for search retargeting within different recency windows (eg within 5 minutes, 15 minutes, an hour, a day, and a week of the user performing the search).

• How Yahoo's Search Retargeting Platform Delivers Many Happy Returns by Laurie Sullivan (Data and Targeting Insider on 03/31/2010)
  

  Great article. Retargeting is a tried and true approach that normally yields great results. However, to date retargeting has been limited by a couple of factors: 1) the reach of the network to find users again on the web so that the retargeted ads can be served; and 2) the often-limited size of the user pool that has visited the advertisers site. The reach issue is being solved by the growing pools of real time biddable (is that a word?) and exchange inventory. Our company, Simpli.fi, is working on the second problem by enabling advertisers to target display ads to all users who have searched on their desired keywords...not just the users who have clicked through to the advertiser's site. We're in beta now...and will have more to report shortly!

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