Archives pour la catégorie “Ad Exchanges (Places de marché)”

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The platform, Open Data Bridge, supports targeting data across multiple channels, such as display ad, Web site and email campaigns. The service, being offered as part of [x+1]’s trading desk platform, has been tapped by several undisclosed « large » clients.

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Jerry Neumann follows up on his recent ad exchange-related post with a cautionary post on comparing today’s commodity markets with the potential of the ad exchange model. Neumann writes, « Ads right now, especially with the behavioral targeting, contextual targeting and other data layered on top, are way too varied to be traded on exchanges like commodities. »

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Increasingly analytics vendors are able to connect the dots between online ads and offline behavior. Two applications came to market this month – by VideoEgg and [x+1] – that purport to be able target consumers most likely to respond to online ads.

VideoEgg ROI connects online ad exposure and its impact on retail purchases by delving into consumer responses to ad units. [x+1]’s CPGconnect targets consumers most likely to respond to an online advertisement based on their actual purchase behavior.

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The truth is, there are few companies out there that successfully manage all pieces of the “macrotization” process. Those that can will deliver true efficiencies for their clients because they can seamlessly connect and control all pieces in the value chain—from audience identification through media delivery and resulting insights—in a completely transparent manner.

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The platform employed by 5to1 gives content owners the ability to place ads in relevant places at the right time, and to the correct audience. The company is run by former Fox Interactive executives Jim Heckman and Ross and this extension brings its total intake of funding to just over $6.3 million.

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The ability to target based on actual purchase behavior and online behavior across the entire Internet as well as accurate measurement on the back end is a major gap that we are filling in the industry.

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In terms of trading media in real time, we have been focused on how the evolving models of digital-inventory trading will allow us to find advantages for our clients, with more efficient pricing and more effective inventory selection.  Buying at the impression level, as opposed to the placement level, allows segmentation strategies to be executed with greatly reduced waste.  It is the arrival of ad exchanges, such as Right Media and DoubleClick Ad Exchange, which has enabled impression-level buying at massive scale.

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Media+1’s open data architecture allows users to incorporate virtually any consumer data source – customer or third-party – to build highly targeted audience segments of the most likely responders based on a combination of behavioral, demographic, geographic and IP characteristics.

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The New York-based startup is among several players that aim to help ad buyers interact with the growing clout of ad exchanges. Executives who helped build two of the largest of such exchanges — the Right Media platform used by Yahoo and the DoubleClick Ad Exchange owned by Google — lead AppNexus.

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Microsoft plans to launch a new and improved version of its AdECN exchange early next year. So, what can advertisers expect from the new system? ClickZ News asked Microsoft some detailed questions, and the firm agreed to respond via e-mail. Here’s ClickZ’s e-mail exchange with Jed Nahum, director of network strategy and planning for Microsoft Advertising

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Unlike any other exchange, AdBrite’s version of real-time bidding allows marketers, ad networks and demand-side aggregators to purchase advertising on an impression level basis, with full visibility as to the properties they are buying, across over 100,000 sites in the AdBrite exchange.

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The leader in audience targeting, has introduced a powerful new version of its Site+1 targeting and personalization technology after successful trials with client Delta Air Lines. Despite a down economy, Site+1 has helped Delta drive a significant increase in lift and response rate for its onsite offers.

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Après le rachat d’AdECN il y a deux ans, Microsoft devrait enfin lancer en 2010 son Ad Exchange….

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Technology continues to advance at [x+1], the company Nardone runs. It’s based on predictive marketing, which aims to maximize the ROI of Web sites and digital media using patented targeting technology called a predictive optimization engine. This tool enables automated, real-time decision-making and personalization, so the correct advertisement and content gets delivered to users at the perfect time

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« As marketers continue to demand ad effectiveness and sustained return on investment for their ad spend, AdBrite is committed to providing best in class technology to deliver the most relevant audiences which drive greater intent and conversions. AdBrite’s API will provide agencies, advertisers and advertising networks with even greater access, visibility and control across our inventory of 100,000 sites. AdBrite’s API empowers advertisers to utilize AdBrite’s open sourced data and optimization engines at scale to engage their target audiences with greater precision, transparency and ultimately ROI, » Iggy Fanlo, AdBrite CEO.

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In the report, Forrester stated that it was “impressed with [x+1]’s full-service offering, which includes some of the richest algorithmic analytics of the group.”

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