• Your Site Is A Theme Park, And You Are The Tour Guide
    "How do you get audiences to the places that matter most?" is an online publisher's main challenge, according to JumpTime CEO and co-founder Michele DiLorenzo. Most publishers continue to associate high CPMs with content value, but the premise of JumpTime's alternative model comes from economic theory, which understands the true worth of an asset as a combination of its current and future value. "If content is an asset in a network, that means every piece of content has two jobs: it delivers information but also exposes the user to other content and gets them to consume more content," DiLorenzo says.
  • The Mobile Buy Button Clicks In This Holiday
    If there is one new consumer behavior that is going to drive change in digital marketing in 2012, it will be tapping the "Buy" button on a smartphone or tablet. The first part of the big story, told everywhere this season, is the mobilization of the shopping experience, with people leveraging the smartphone in-store and using the tablet as a catalog browsing device. The next piece is when real buying takes place from the phone, because that will activate even more of the money and effort that is already flowing into mobile. Once the phone or tablet actually becomes the …
  • Online Advertisers Drowning In Data
    Vizu released a study Wednesday supporting the need for more collaboration throughout the online advertising industry, especially when it comes to metrics. Survey results showed that data overload continues to cause confusion and slow industry growth.
  • Born With An Eye Toward 2020: Tending The Xu of Data
    It was a good week to catch up with Mike Baker, CEO of data management firm DataXu. After founding the firm a few years ago, Baker has built it into what Forrester this week said was among the top DSPs in a tight cluster of larger similarly rated firms, MediaMath and Turn.
  • Study Finds Google Wallet Could Leak Consumer Data
    Consumers typically don't like the idea of being targeted by ads based on behavior because they believe it violates their privacy. But a recent study from security firm ViaForensics on Google Wallet, the electronic payment system, suggests consumers could have concerns other than just being followed around the Internet and being targeted with ads.
  • Will Trade Tracking For Deals, Consumers Signal
    Consumers remain wary of behavioral tracking and want to maintain control of their data, but a new KPMG study suggests that digital users are also ready to cut a deal. The new research of Internet, mobile and cable users found 52% saying they would be willing to let their usage patterns -- and even their personal information -- be tracked by advertisers, if this resulted in free access to content or lower product costs. The study also shows that 43% are willing to receive advertising in exchange for lower fees of service. As many privacy researchers have pointed out over …
  • Social Signals Create The Next Version Of Behavioral Targeting
    Gurbaksh Chahal believes he's created the next version of behavioral targeting. His company RadiumOne recently launched the social sharing platform Po.st to increase targeting and yield based on content being shared.
  • The Personalization Challenge In Gift-Giving Season
    Sometimes you really wish some Web sites would forget who you are. Several years ago I got my mother-in-law a novel by a mystery writer who set her fictional world among knitting hobbyists. It was one of those lame efforts to be relevant in my gift giving. She is a knitter, likes mysteries, and I happened to hear mention of a series that combined both worlds. Of course, for years after this, Amazon thought I was a lover of knitting and this particular novelist, so all of my recommendations from the retailer usually had some of these sorts of items …
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