Behavioral Advertising / Publicité Comportementale » DataXu http://www.ciblage-comportemental.net/blog Alain Sanjaume blog's, Senior European Consultant, eXelate Fri, 09 Dec 2011 08:33:41 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 DataXu MarketPulse: The Most Valuable Data for Real Time Bidding: The « Brand Genome » http://www.ciblage-comportemental.net/blog/2010/11/18/dataxu-marketpulse-the-most-valuable-data-for-real-time-bidding-the-brand-genome/ http://www.ciblage-comportemental.net/blog/2010/11/18/dataxu-marketpulse-the-most-valuable-data-for-real-time-bidding-the-brand-genome/#comments Thu, 18 Nov 2010 00:36:30 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5693 In contrast, the world of real time bidding has evolved beyond predetermined channels, producing a new set of insights that make it possible to create an advertiser’s own unique « Brand Genome. » Using impression-level decisioning across multiple targeting parameters, an advertiser can for the first time build a data model that defines exactly how consumers behave in relation to a specific campaign. Deciding who, what, where, and when — ads are placed based on where they are proven to drive performance; enabling advertisers to discover new prospects they didn’t know existed.

]]> http://www.ciblage-comportemental.net/blog/2010/11/18/dataxu-marketpulse-the-most-valuable-data-for-real-time-bidding-the-brand-genome/feed/ 0 Now Run PointRoll Rich Media in Non-Guaranteed Inventory http://www.ciblage-comportemental.net/blog/2010/10/20/now-run-pointroll-rich-media-in-non-guaranteed-inventory/ http://www.ciblage-comportemental.net/blog/2010/10/20/now-run-pointroll-rich-media-in-non-guaranteed-inventory/#comments Wed, 20 Oct 2010 14:01:04 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5287 With impression-level and audience-based buying on the rise, non-guaranteed  ad inventory is all the rage these days for many advertisers. Unfortunately, most of those campaigns have been limited by technology and lack of inventory visibility to primarily non-expandable ads, diminishing their creativity and ability to engage consumers with rich, interactive experiences in an expandable ad unit.  Until now.

]]> http://www.ciblage-comportemental.net/blog/2010/10/20/now-run-pointroll-rich-media-in-non-guaranteed-inventory/feed/ 0 DataXu MarketPulse: Targeting vs. Scale – It Doesn’t Have to be a Tradeoff http://www.ciblage-comportemental.net/blog/2010/10/15/dataxu-marketpulse-targeting-vs-scale-%e2%80%93-it-doesn%e2%80%99t-have-to-be-a-tradeoff/ http://www.ciblage-comportemental.net/blog/2010/10/15/dataxu-marketpulse-targeting-vs-scale-%e2%80%93-it-doesn%e2%80%99t-have-to-be-a-tradeoff/#comments Fri, 15 Oct 2010 06:59:31 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5249 Key take-aways:
* For campaigns with few targeting parameters on the media plan, action volume was 47 percent above goal, and CPAs were 55 percent above goal.
* For campaigns with many targeting parameters, action volume was 50 percent below goal, and CPAs were 40 percent below goal.

]]> http://www.ciblage-comportemental.net/blog/2010/10/15/dataxu-marketpulse-targeting-vs-scale-%e2%80%93-it-doesn%e2%80%99t-have-to-be-a-tradeoff/feed/ 0 Smart Cookies Put Targeted Online Ads On The Rise http://www.ciblage-comportemental.net/blog/2010/10/05/smart-cookies-put-targeted-online-ads-on-the-rise/ http://www.ciblage-comportemental.net/blog/2010/10/05/smart-cookies-put-targeted-online-ads-on-the-rise/#comments Tue, 05 Oct 2010 07:00:23 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5113 Michael Baker, the president and CEO of the online advertising technology company DataXu, says that cookie tells advertisers just what they want to know.

« They’ve measured the fact that you came to their website but you did not buy, » Baker says. That means they now know Jane is looking to buy a car.

« As she continues surfing, she next goes to CNN, » Baker continues. And that’s when she sees something interesting: an ad for a new car. This is the new world of targeted online display ads — and it goes pretty deep.

]]> http://www.ciblage-comportemental.net/blog/2010/10/05/smart-cookies-put-targeted-online-ads-on-the-rise/feed/ 0 DataXu Crosses Channels With Next-Gen Platform http://www.ciblage-comportemental.net/blog/2010/09/21/dataxu-crosses-channels-with-next-gen-platform/ http://www.ciblage-comportemental.net/blog/2010/09/21/dataxu-crosses-channels-with-next-gen-platform/#comments Tue, 21 Sep 2010 06:48:00 +0000 Share http://www.ciblage-comportemental.net/blog/?p=4896 Instead of using cookies to buy audiences, DX2 employs an algorithm with a machine learning engine that discovers an audience through analyzing clicks and post-impression behavior. As audience profiles are built, DX2 adjusts bids automatically to optimize based on either budget or cost per performance.

]]> http://www.ciblage-comportemental.net/blog/2010/09/21/dataxu-crosses-channels-with-next-gen-platform/feed/ 0 DataXu MarketPulse: « Comparing Exchange Targeting Strategies: Following the Crowd Will Cost You » http://www.ciblage-comportemental.net/blog/2010/09/09/dataxu-marketpulse-comparing-exchange-targeting-strategies-following-the-crowd-will-cost-you/ http://www.ciblage-comportemental.net/blog/2010/09/09/dataxu-marketpulse-comparing-exchange-targeting-strategies-following-the-crowd-will-cost-you/#comments Thu, 09 Sep 2010 07:39:22 +0000 Share http://www.ciblage-comportemental.net/blog/?p=4804 Data Highlights: ]]> http://www.ciblage-comportemental.net/blog/2010/09/09/dataxu-marketpulse-comparing-exchange-targeting-strategies-following-the-crowd-will-cost-you/feed/ 0 DataXu Demand Side Platform Extends Search into Display for iCrossing http://www.ciblage-comportemental.net/blog/2010/08/17/dataxu-demand-side-platform-extends-search-into-display-for-icrossing/ http://www.ciblage-comportemental.net/blog/2010/08/17/dataxu-demand-side-platform-extends-search-into-display-for-icrossing/#comments Tue, 17 Aug 2010 07:11:57 +0000 Share http://www.ciblage-comportemental.net/blog/?p=4632 The leading real-time bidding platform for online display advertisers, today announced a partnership with global digital marketing agency iCrossing, a division of the Hearst Corporation, to help extend iCrossing’s growing display services into the burgeoning exchange traded media market.

]]> http://www.ciblage-comportemental.net/blog/2010/08/17/dataxu-demand-side-platform-extends-search-into-display-for-icrossing/feed/ 0 Advertising Industry Icons Join DataXu Advisory Board http://www.ciblage-comportemental.net/blog/2010/04/26/advertising-industry-icons-join-dataxu-advisory-board/ http://www.ciblage-comportemental.net/blog/2010/04/26/advertising-industry-icons-join-dataxu-advisory-board/#comments Mon, 26 Apr 2010 19:32:34 +0000 Share http://www.ciblage-comportemental.net/blog/?p=3632 Each of these new members has a distinguished reputation in their respective disciplines – representing agencies, brands, publishers and data companies – and their collective insight will be a tremendous asset as we continue to expand our offerings across the digital media landscape.

]]> http://www.ciblage-comportemental.net/blog/2010/04/26/advertising-industry-icons-join-dataxu-advisory-board/feed/ 0 DataXu Secures $11 Million in Series B Funding Led By Menlo Ventures http://www.ciblage-comportemental.net/blog/2010/03/08/dataxu-secures-11-million-in-series-b-funding-led-by-menlo-ventures/ http://www.ciblage-comportemental.net/blog/2010/03/08/dataxu-secures-11-million-in-series-b-funding-led-by-menlo-ventures/#comments Mon, 08 Mar 2010 19:19:38 +0000 Share http://www.ciblage-comportemental.net/blog/?p=3245 DataXu, provider of the leading real-time bidding platform for online display advertisers, today announced it has closed $11 million in Series B funding led by Menlo Ventures. Atlas Venture and Flybridge Capital Partners, who provided DataXu’s Series A funding in April 2009, also participated in the round. The proceeds will be used to fund new product development, sales and marketing, and international expansion. John Jarve, Managing Director of Menlo Ventures, will join DataXu’s board of directors.

]]> http://www.ciblage-comportemental.net/blog/2010/03/08/dataxu-secures-11-million-in-series-b-funding-led-by-menlo-ventures/feed/ 0 How to Power Your 2010 Media Plan with Real-Time Bidding http://www.ciblage-comportemental.net/blog/2010/01/22/how-to-power-your-2010-media-plan-with-real-time-bidding/ http://www.ciblage-comportemental.net/blog/2010/01/22/how-to-power-your-2010-media-plan-with-real-time-bidding/#comments Fri, 22 Jan 2010 17:52:50 +0000 Share http://www.ciblage-comportemental.net/blog/?p=2855 Buyers can reach close to 100 percent of Internet users through a single buy because there are now over 10 « mega suppliers » of real-time bidding, and most of them have massive reach. Buyers can execute against their message frequency goals, even with tight audience constraints, because there are in excess of a trillion real-time bidding impressions available per month currently!

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