Later today, premium "content-style" ad platform Adblade will announce that they have achieved a safety score of 192 (out of 200), as scored by Ad Science's AdSafe Index. As a premium ad platform - one that works exclusively with quality publishers - it makes sense that they would score well. But not every platform or advertiser works exclusively with premium publishers, nor can they.
When it comes to real-time advertising technology, I like to think of it on a global scale. The ideas behind real-time bidding (RTB), programmatic exchanges, and all the other industry buzzwords are burgeoning worldwide. This expansion will spark competition, because even when operating on different continents, companies will look to learn from - and outdo - others.
Google recently announced Open Bidder, which allows advertisers to customize real-time bidding (RTB) technology. In a company blog post, Google spelled out three main challenges companies face when building their own RTB tech, including troubles developing secure infrastructure, bidding logic that can be easily applied, and latency issues. Google hopes the Open Bidder toolkit will help developers remove these "barriers." But why launch Open Bidder in the first place? What did Google see the need to replace, and how do they anticipate Open Bidder accelerating the space? Scott Spencer, product management director at Google, answered a few questions about Open ...
London-based digital trading specialization company Media iQ Digital today announced that Paul Silver, ex-VivaKi Nerve Centre head of product, has joined the company as global strategy director. Prior to joining Media iQ, he ran his own ad tech consultancy. RTM Daily picked Silver's brain about his new home, what's on his radar, and where real-time bidding (RTB) fits into the picture.
One thing I noticed during Internet Week, and especially yesterday at OMMA DDM, is that a lot of people have swagger when talking about big data. Many speak with an air of superiority. A slight, "We get it, why don't you?" attitude. I don't think that's helpful for the industry as a whole. "We all use this term 'big data,' and it is scary...the volumes are crazy," Joe Mandese said while moderating one of the panels.
Chris McCann, president, 1-800-Flowers.com, called data the world's next natural resource during his keynote presentation at OMMA DDM this morning. "If you look at it, you can say that data is the world's next natural resource. Some people...will have more than others, some places or business are better at mining that resource, and the winners will be those who utilize this resource to create competitive advantage. Simple as that," he told the audience.
Despite recent reports that Pandora is close to launching a Facebook Exchange-like infrastructure to automate sales of its Internet music users, don't expect that to happen anytime soon. I heard that directly from Chief Revenue Officer John Trimble during a conversation I had with him on stage at OMMA Mobile in New York this morning. When I asked him whether Pandora was close to launching such an exchange, Trimble demurred, saying the company is looking into it, but wants to focus on its "plumbing" first. That makes sense, because Pandora has effectively created a new category (make that categories) of ...
On the "Is It Primetime for Video RTB?" panel at OMMA Video today, moderator David Goetzl, senior editor, MediaPost, posed the question: "Is an impression an impression an impression?" Another theme throughout the panel was anwering the question: "What is 'premium programmatic,' and what is the key to unlocking it?" Matthew Kramer, director of TV products, Accuen, does not believe that an impression is an impression is an impression. Kramer argued that "even if everything could go to RTB," it wouldn't. He doesn't believe that programmatic can replace contextual buying. "And I don't think it should," he added.
On the "Trick or Tweet: Is Real-Time for Real? Is It for Your Brand?" panel at OMMA Social this morning, the definition and origins of "real-time marketing" proved elusive. Has it been around forever, or is it something new? Or, somehow, both? Before we go any further, let's get this out of the way: real-time marketing did not start with, does not end with, and is not defined by the Oreo Super Bowl tweet. However, we can learn from it. Couldn't real-time marketing be described as any form of advertisement that takes advantage of knowing exactly what a potential customer ...
Online Media Daily reported yesterday that Yahoo and Twitter have forged a partnership, allowing Yahoo to "incorporate selected tweets into the news feed on its" new home page. The Yahoo blog post announcing the partnership is annoyingly titled "@yahoo delivers #bestoftheweb," which underlines what I often think of Twitter outside of, well, Twitter. Just because people love the microblogging site and how useful it can be for real-time information doesn't mean it belongs everywhere.