Archives pour la catégorie “Demand Side Platform”

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12 08 2010

Pushing Boundaries: Exploring the Evolving World of Display Media

Publié par Share dans Data Exchanges, Demand Side Platform, RTB (Real Time Bidding)

The transfer of data integration into ad exchanges and DSPs coupled with technology and real-time bidding (RTB) capabilities are increasing at a rapid rate, almost as rapidly as the industry is changing.

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27 07 2010

LucidMedia Introduces Preemptive Brand Safety to Online Advertising Industry Through Demand-Side Platform (DSP)

Publié par Share dans Lucid Media

LucidMedia today announced that it has deployed the industry’s first preemptive brand safety capabilities, enabling advertisers and agencies to detect and anticipate inappropriate content on a real-time basis and in advance of purchasing media for display advertising campaigns. The preemptive brand protection capabilities have been proven throughout a decade of research and development with the company’s patented ClickSense contextual advertising technology.

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26 07 2010

Omnicom Agency Leverages Demand-Side Platform Partner to Accelerate DOOH media buying

Publié par Share dans Demand Side Platform

The partnership is the first of its kind and was created to capitalize on the agency’s expertise in the rapidly growing medium as well as the efficiency of rVue’s Digital Out-of-Home (DOOH) demand-side solution. TracyLocke will use the platform to create customized DOOH campaigns and is requesting its preferred vendors to develop network profiles on rVue’s platform for consideration in future plans.

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21 07 2010

Real-Time Bidding and the RTB Ecosystem

Publié par Share dans Demand Side Platform, RTB (Real Time Bidding)

Online advertising in a real-time bidding enabled world will drastically change the contextually adjacent sponsorship model that we’ve lived in for decades. Most important to the publishers in the above explanation of this ecosystem is the data exchange, agency buying desk and the RTB enabler. With these three entities, we can tap into our own infrastructure to start delivering highly valuable ad campaigns and more effectively monetize inventory that may otherwise go unsold.

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21 07 2010

The Bifurcating Display Advertising Industry

Publié par Share dans Demand Side Platform, Microsoft, RTB (Real Time Bidding)

In recent weeks we have on-boarded US Windows Live inventory – including Hotmail and Messenger – into our exchange, providing a highly liquid pool of high quality inventory to demand partners on an RTB basis. We have integrated with each of the major DSP’s to ensure that our customers can work with the partner of their choice in accessing inventory.

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20 07 2010

MediaMath Innovates Industry’s First Enterprise-Class Media Buying Platform

Publié par Share dans MediaMath

Inventor of the Demand-Side Platform segment and DSP innovator MediaMath has raised the technology bar again, unveiling a more powerful, intuitive and easy-to-use version of its heavyweight TerminalOne™

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20 07 2010

What does the rise of demand side platforms mean for marketers?

Publié par Share dans Demand Side Platform

2010 is showing huge client-side demand for more accountable and effective cross channel measurement, looking at the interplay between PPC, SEO, display, email and affiliates.

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16 07 2010

Ad Nets Not Doing Enough To Stop Fake Ad Sales And Malware

Publié par Share dans Demand Side Platform, Verification Companies

« There are a lot of Trojans being introduced through the ads running on these networks that may come from exchanges or direct buys, but really they come from fake companies, » Caruso says. « These fake agencies are buying ads and launching malware. We’ve been looking for behavior and not just signatures. The industry has seen more than 25 million variants of malware. »

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08 07 2010

Demand-side-platform myth busters

Publié par Share dans Demand Side Platform

Article Highlights:

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06 07 2010

Matiro, le Maalox des ad exchange

Publié par Share dans Demand Side Platform

Matiro a développé une plateforme d’achat et des algorithmes prédictifs pour gérer les transactions en temps réel tout en anticipant le ROI. L’objectif est d’acheter mieux mais de ne pas se focaliser sur le CPM. Matiro se place en intermédiaire entre les agences ou les annonceurs et les ad-exchanges pour obtenir des inventaires performants. Des tests pour 5 clients vont débuter dans les semaines à venir.

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29 06 2010

Chango completes $1.4 million Series A financing and opens NY office

Publié par Share dans Chango

Chango, the industry’s first integrated search marketing demand side platform, today announced the completion of their $1.4 million Series A financing with the addition of Metamorphic Ventures and Geoff Judge to their existing investor syndicate that includes iNovia Capital and Extreme Venture Partners. Lewis Gersh, Managing Partner at Metamorphic, and Geoff Judge, angel investor and cofounder of 24/7 Real Media, will join Chango’s board of directors.

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24 06 2010

The rise of RTB and our investment in Triggit

Publié par Share dans Triggit

Clearly a hot topic in online ad-tech right now is the rise of exchange-based buying and the advent of real-time bidding platforms (RTB) that allow advertisers and publishers to transact on an impression by impression basis. Given all the focus on RTB I sometimes have to remind myself that true real-time trading is less than a year into its existence. And given its nascence, the landscape of companies (buy side platforms, sell side platforms, data providers, agencies, brands, publishers, etc.) that are playing a part in these exchanges is changing rapidly.

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24 06 2010

The last days of the ad exchange

Publié par Share dans Ad Exchanges (Places de marché), Demand Side Platform, RTB (Real Time Bidding)

How this will play out: the major media companies will each buy or build DSP-like capabilities to allow data-driven access to their inventory. They will build out their network of publishers so they can fulfill any audience request internally (internally here meaning either their own inventory or that of their enfiefed publishers.) At that point media buyers will be faced with an array of relatively undifferentiated media companies to buy from, each offering to best place the media buyer’s ads in its own audience.

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24 06 2010

Turn First DSP to Partner with Better Advertising

Publié par Share dans Better Advertising, Turn Smart

Turn Inc., the smart platform for digital advertising, today announced its partnership with Better Advertising, whose platform enables advertisers, their partners and industry associations to be more transparent in how consumer data is collected and used for online advertising. As the first demand-side platform (DSP) to join Better Advertising’s industry leading partners, Turn will advance the transparency and consumer privacy protection that the world’s largest agencies and brands demand.

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24 06 2010

How Demand-Side Platforms Will Change Media Buying

Publié par Share dans Demand Side Platform

Then there’s the issue of data. We’ve seen a major shift in our industry over the past few years from content, context, and behavior-based buys to those built on audience data. Ad exchanges offer the ability to easily infuse buys with valuable information about Internet users and deliver the highly targeted campaigns we’re accustomed to getting from paid search – complete with the auction-based bidding model.

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23 06 2010

LucidMedia Partners with AlmondNet, BlueKai, and eXelate to Expand Online Advertising Data and Targeting Capabilities of Demand-Side Platform (DSP)

Publié par Share dans AlmondNet, BlueKai, Data Exchanges, Lucid Media, eXelate

As part of its effort to provide advertisers with the most comprehensive audience targeting capabilities available, LucidMedia, a leading online advertising demand-side platform (DSP), today announced that it will integrate a rich base of data from three market leaders into its DSP. These include: behavioral targeting pioneer AlmondNet, the leading aggregator of data and provider of enabling technology for audience targeting; BlueKai, creators of the world’s largest data auction marketplace and online marketing’s largest source of high performance intent data that connects advertisers with unparalleled in-market audiences online; and eXelate, the world’s first open marketplace for targeting data and the leader in data management solutions for publishers.

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21 06 2010

Elevator pitch: Mediamath explains

Publié par Share dans MediaMath

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18 06 2010

Can One DSP Provide a Complete Solution?

Publié par Share dans Demand Side Platform

If you are large holding company thinking about buying a DSP, doesn’t it reduce its value to you if you can’t build your entire “trading desk” around one DSP?  I think the answer is yes.  It seems to me that agencies need to focus on building a demand platform that has ability to integrate with the entire pool of available inventory.  This will require working with multiple DSP’s, multiple ad networks and directly with publishers.

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15 06 2010

Fiddling while Rome burns

Publié par Share dans Demand Side Platform, Google, zzz

For the sake of argument I’ll grant that the agencies and their holding companies might not have been able to anticipate Google’s dominance of search ads in the ’00s. But let me nip future arguments in the bud: Google is trying to lock up display like it did search. Now you know.

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15 06 2010

How will a Publisher survive in the new DSP Environment?

Publié par Share dans Demand Side Platform, zzz

DSPs and data aggregators have the ability to profile users and instead of buying an audience from a publisher’s determination – the advertiser through a DSP or exchange can optimise to buy inventory or user segments according to their goals. Publishers engaging with such technologies can in some cases be seen to opening up the kimono for all to see. There are many concerns on the privacy of users too.

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11 06 2010

DSPs open up a new world for search

Publié par Share dans Demand Side Platform

The emergence of demand-side platforms has heralded a new era for media by enabling advertisers to buy display space in a very similar fashion to how the search market currently works, writes Mark Fagan

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10 06 2010

Glam Adapt: Offering Better DSP Integration & More Premium Inventory Through RTB

Publié par Share dans Demand Side Platform, Publishers (Editeurs), RTB (Real Time Bidding)

The first feature of the new Glam Adapt is the ability to buy audience at scale. Remember the ad net has over 160 global users in its network – and has an advertising-friendly female audience. Glam Adapt has a number of multi-targeting features, including behavioural, contextual, geo, retail data and cookie-based targeting. The new platform will have deeper audience insights, offering advertisers more tools to turn audience data into actionable insights.

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07 06 2010

Online Advertising Business 101, Part VII: Demand-side Platforms (DSPs).

Publié par Share dans Demand Side Platform

Which is all to say, there’s a lot of change going on in this area. The balance of power in the industry is shifting, and right now it seems like the DSPs are calling the shots, but don’t expect the big ad networks to sit around idle and let DSPs drain away the demand-side of their business. We may well find (as is happening in the web analytics industry) that very soon, there are no independent DSPs left, and every agency is a DSP also.

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