Archives pour la catégorie “Best Off”

Les meilleurs articles et les plus originaux dans leur contenu

« Bulletin précédent
19 07 2010

Observations Across The Ad Landscape

Publié par Share dans Best Off

Wepman also confirmed data is the new currency in the targeting world, but not all data is traded equally. Social sharing produces the most value data, followed by search intent, and retargeting.

Comments Pas de commentaire »

31 05 2010

The Coming Data Explosion

Publié par Share dans Best Off, Data Exchanges, Uncategorized

We don’t know yet which computing or Internet companies will be most successful over the next 5-10 years, but one thing is for sure. They’ll have to know how to process and make sense of massive quantities of data flowing through the Web – and do it in real-time.

Comments Pas de commentaire »

27 05 2010

Ciblage comportemental, cookies : sortir de la boite noire

Publié par Share dans Best Off, Video

Bienvenue aux 4ème atelier du club de CBWeb sur le ciblage comportemental. Un terme significatif qui permet d’afficher des publicités, des contenus éditoriaux ou des vignettes de produits ou service d’e-commerce en adéquation avec le comportement de l’internaute sur Internet ou sur mobile. Une technique révolutionnaire qui permet de toucher le consommateur à tout moment sans être intrusif.

Comments Pas de commentaire »

14 05 2010

Q&A: The Internet’s Traffic Cop

Publié par Share dans Best Off

The ad industry is going to go through a big transformation. The technology already exists to sell to a user or audience, but this will be a much different experience. For example, today you can be watching baseball, and there will be an ad on the backstop behind the players tailored to your state or area. But eventually, we could put a car you designed there, or something specific to you. It becomes very relevant advertising. We’re working with our media partners to get ready for that, and of course media is what’s crushing in terms of the Internet.

Comments Pas de commentaire »

11 04 2010

Dynamic Segmentation (La Nouvelle Vague)

Publié par Share dans Best Off

As every Search marketer knows the success of segmentation is finding the optimal blend variables from which to form your segment. Most targeting success is predicated on how well you can do this. How well you can do this is based on the data you are using to support making your decisions. This is the gravitational force of segmentation optimization.

Comments Pas de commentaire »

07 04 2010

Negative Value Audience Targeting

Publié par Share dans Best Off

Honestly ask yourself who wouldn’t be a good candidate for your offer and why by asking questions like:

Comments Pas de commentaire »

24 03 2010

NAI Stats: Behavioral Targeting Is Pure Gold

Publié par Share dans Best Off, Key Figures (Chiffres Clés), NAI

According to the latest research by the National Advertising Initiative, the eggs are more golden than ever. In its first-ever study of the pricing and effectiveness of behaviorally targeted advertising, data from 12 major ad networks showed that such marketing garnered 2.68 times as much revenue per ad as its non-targeted “run of network” cousin.

Comments Pas de commentaire »

23 03 2010

Getting Real: Ad Exchanges, RTB, and the Future of Online Advertising

Publié par Share dans Best Off

Real-time bidding on inventory, instantaneous delivery, and ever-deeper audience segmentation and insight have reinvigorated a tired industry.  Both advertisers and publishers are feeling newly empowered, along with a host of intermediaries who are attracting a fresh wave of investment.

Comments Pas de commentaire »

16 03 2010

Primer: Deterministic vs. Discovery Segmentation

Publié par Share dans Best Off

Once you’ve decided what to segment (demographic, behavioral, or attitudinal), the next question is: how do you create the segments? Remember, the goal of segmentation is to create groups of people who have something in common. When it comes to creating segmentations, there are two main alternative approaches: deterministic segmentation strategies and discovery segmentation strategies…

Comments Pas de commentaire »

09 03 2010

An inventor’s shocking forecasts for marketing technology

Publié par Share dans Best Off, Interesting Article (Article de fond)

Article Highlights:

Comments Pas de commentaire »

25 02 2010

Data, data everywhere

Publié par Share dans Best Off, Data Exchanges, Interesting Article (Article de fond)

Wal-Mart, a retail giant, handles more than 1m customer transactions every hour, feeding databases estimated at more than 2.5 petabytes—the equivalent of 167 times the books in America’s Library of Congress. Facebook, a social-networking website, is home to 40 billion photos. And decoding the human genome involves analysing 3 billion base pairs—which took ten years the first time it was done, in 2003, but can now be achieved in one week.

Comments Pas de commentaire »

22 02 2010

Measure the Web Like TV and Brand Advertising Will Follow

Publié par Share dans Audience Analytic Tools (Outils d'Analyse d'Audience), Best Off, Television / IPTV

Name it. All industry initiatives need a name. Let’s call ours the « Werp » (WRP).

Creative unit. TV uses the 30-second spot. Let’s start by allowing any of three IAB approved units to count: the medium rectangle, the large rectangle, or the half page.

Time and clutter. TV’s use of the 30-second spot solves two problems that have plagued us online. It gives advertisers 100% share of voice, and it (sort of) guarantees an exposure time. Let’s propose that for an ad exposure to count towards a WRP, it must be the sole marketing message in focus for a minimum of five seconds.

Calculating WRP’s. Works exactly the same as GRPs. Reach frequency.

Audience reporting. Eventually, we’d want to have WRPs by day part. But as a modest beginning, and so as to gracefully transition publishers from the 30-day cumulative measure, let’s start with total weekly WRPs at the site level.

Comments Pas de commentaire »

18 02 2010

3 ways to better target your next campaign

Publié par Share dans Best Off

Advances in advertising platform technology have dramatically changed behavioral targeting. Better data from across multiple networks and third-party providers as well as automation and cost savings have all made behavioral a more accurate marketing tool.

Comments Pas de commentaire »

01 02 2010

Privacy Restrictions May Open Ad Targeting Doors

Publié par Share dans Best Off, Key Figures (Chiffres Clés)

eMarketer estimates online advertisers in the US will spend more than $1.1 billion on behaviorally targeted advertising. By 2014, spending will hit $2.6 billion. The estimate represents steady growth rates of about 20% from 2009 through 2014.

Comments Pas de commentaire »

29 01 2010

From Black Box to Legos: Democratizing Behavioral Analytics

Publié par Share dans Best Off

I am sure that other vendors have either deployed or will follow suit with mortal-friendly behavioral analytics. Actually, I can imagine some downsides to proliferating BT tools around the office. Who is going to monitor which audiences are being tapped — for what, by whom, and to what end? But what struck me about watching someone play with these drag and drop attributes was the toy-like aspect to these technologies. Finding new and creative uses for behavioral data is going to be a kind of play and there is a real advantage to making what had been a black box into a crate of Legos.

Comments Pas de commentaire »

22 01 2010

German Media Tag-Teaming Against Google ‘Monopoly’

Publié par Share dans Best Off, wunderloop

Four of Germany’s largest media groups are set to form a shared web advertising network, after winning clearence from the European Commission’s competition department. The commision said there was no anticompetitive effect from a “proposed joint venture would develop and sell a new product to allow advertisers to reach better defined target groups of Internet users whose profiles would be created based on anonymous data collected throughout a large network of participating websites”.

Comments Pas de commentaire »

11 01 2010

The Cookie Won’t Crumble! Online Data Predictions for 2010

Publié par Share dans Best Off

In the same way that contextual ad technology companies have relied on machine learning technology to optimize their ad serving for the better part of this last decade, we will see a growth in behavioral optimization – the use of advanced algorithms and machine learning technology to add an additional layer of optimization to behavioral targeting. This technology can analyze and optimize data patterns in milliseconds in order to improve behavioral ad targeting.

Comments Pas de commentaire »

16 12 2009

Putting Targeting to Work

Publié par Share dans Best Off, Key Figures (Chiffres Clés)

Just 30.5% of marketers surveyed had used retargeted display ads in the past, but the majority of those who had reported those ads had a greater impact.

Comments Pas de commentaire »

14 12 2009

Seven Predictions for 2010 from eMarketer’s CEO

Publié par Share dans Best Off

Each of these trends will lead to more precise targeting.  Media fragmentation will force marketers to target their messages to ever smaller niche audiences.  That “true value” is being unearthed by better measurement systems, such as more efficient targeting. This goes right along with the drive toward improved targeting and increasingly efficient media buys.

Comments Pas de commentaire »

03 12 2009

TALKING DIGITAL: Talking ’bout a revolution

Publié par Share dans Best Off, IAB, Interesting Article (Article de fond)

There are many challenges, more than three. In no particular order, I’d say for IAB the top issues are: Understanding and implementing tight safeguards for consumer privacy rights and expectations to avoid destructive and consumer-unfriendly government regulation; getting consistent measurement standards by which buyers and sellers can transact the basic business of interactive advertising more simply and cheaply; proving to brand marketers who believe that interactive is primarily a direct-response vehicle that it can build and sustain premium brands through time; and teaching media companies to transform – for we’re now in an environment where transformation will always be necessary.

Comments Pas de commentaire »

03 12 2009

Top Nine Takeaways from 2009

Publié par Share dans Best Off

What’s most interesting about exchanges is the underlying change in media planning they enable. Instead of planning via an RFP process that revolves around sites, audience-based planning starts with the question, if you could define your target audience as precisely as you wanted to, what would that look like? Chances are, the combination of available data and the blank canvas of exchange inventory means that targeting approach could be put into place. Where the ad appears (within reason) is less of a consideration.

Comments Pas de commentaire »

26 11 2009

How to fix broken behavioral targeting

Publié par Share dans Best Off, Interesting Article (Article de fond)

In a business climate where reduced ad spending translates into an urgent need for greater efficiency and ROI, high performance behavioral targeting presents an incredible opportunity for marketers to stretch their ad dollars even further. By leveraging richer behavioral data, and with the right real-time technologies powering their behavioral targeting efforts, marketers will start to realize greater returns from their campaigns because they’ll be finally tapping into the right audience in the right context. 

Comments Pas de commentaire »

19 11 2009

Think Of BT As A Spiritual Cleansing

Publié par Share dans Best Off

Similar to religion, sometimes people just don’t want to talk about BT. It often feels like pulling teeth to get executives to express their point of view about BT platforms. Yet how will marketers understand and learn about the technology if no one wants to talk about it? I suppose you can hash out the details behind closed doors, so it takes another 10 years before the technology catches on.

Comments Pas de commentaire »

« Bulletin précédent

Entrez votre e-mail :

Gestion par FeedBurner

Wunderloop
Sponsor Officiel

© 2007 2010 par Ciblage Comportemental