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 http://www.ciblage-comportemental.net/blog/2010/12/09/this-time-it%e2%80%99s-personal/ http://www.ciblage-comportemental.net/blog/2010/12/09/this-time-it%e2%80%99s-personal/#comments Thu, 09 Dec 2010 21:05:45 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5915 The potential of such precision targeting is big business, and will get bigger. Forrester estimated that by the end of 2010, 30% of ad dollars spent online in the US would trade through RTB, or ‘dynamic media buying optimisation’. In a year, it’s gone from accounting for around 1% of display ads being traded worldwide to 20%, according to Admeld, one of the biggest technology platforms working in this space. The US is thought to be six to 12 months ahead of Europe; technology platforms working with websites to sell their ad space inventory this way have sprung up across Europe in the past year, focusing on the UK (where RTB accounted for about 3% of online display ad trading in late 2010), France, Germany, the Netherlands and Spain.

]]> http://www.ciblage-comportemental.net/blog/2010/12/09/this-time-it%e2%80%99s-personal/feed/ 0 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 http://www.ciblage-comportemental.net/blog/2010/11/16/mobclix-adds-real-time-bidding-to-mobile-ad-exchange/ http://www.ciblage-comportemental.net/blog/2010/11/16/mobclix-adds-real-time-bidding-to-mobile-ad-exchange/#comments Tue, 16 Nov 2010 21:31:36 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5628 Real-time bidding has become a key feature of online ad exchanges, allowing advertisers to buy targeted ad impressions individually and instantaneously. Lately, real-time bidding (RTB) has been finding its way into mobile advertising as well. In that vein, mobile ad exchange Mobclix today announced it has started offering RTB for its ad inventory.

]]> http://www.ciblage-comportemental.net/blog/2010/11/16/mobclix-adds-real-time-bidding-to-mobile-ad-exchange/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/11/12/prediction-ppc-search-version-3-0-real-time-bidding/ http://www.ciblage-comportemental.net/blog/2010/11/12/prediction-ppc-search-version-3-0-real-time-bidding/#comments Fri, 12 Nov 2010 20:48:35 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5621 Real-time bidding of PPC search ads is great for all three participants of the online ecosystem: the searcher, the engine, and the advertiser.

]]> http://www.ciblage-comportemental.net/blog/2010/11/12/prediction-ppc-search-version-3-0-real-time-bidding/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/11/10/are-private-ad-exchanges-the-missing-piece-for-rtb/ http://www.ciblage-comportemental.net/blog/2010/11/10/are-private-ad-exchanges-the-missing-piece-for-rtb/#comments Wed, 10 Nov 2010 06:07:18 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5584 Particularly hated by privacy advocates, real-time bidding lets advertisers target audiences by individual impressions via auctions. Advertisers get access to consumers based on their web history thus allowing them to show relevant ads based on their history. Right now only a miniscule percentage of ads are sold this way

]]> http://www.ciblage-comportemental.net/blog/2010/11/10/are-private-ad-exchanges-the-missing-piece-for-rtb/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/11/08/how-display-services-firms-are-trying-to-leverage-rise-of-real-time-bidding/ http://www.ciblage-comportemental.net/blog/2010/11/08/how-display-services-firms-are-trying-to-leverage-rise-of-real-time-bidding/#comments Mon, 08 Nov 2010 04:29:55 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5540 The agencies have built up very strong media planning and buying teams to buy content, sponsorships and site integrations, etc… But they haven’t developed a lot of expertise in buying audiences. That’s what we’ve done well and we recognized quickly that as we’ve started expanding how we access inventory from the sell side, we’ve added RTB as part of our capabilities. We started real-time buying across a high quality system of publishers. But it’s just new technology, ways to acquire audiences that our advertisers want.

]]> http://www.ciblage-comportemental.net/blog/2010/11/08/how-display-services-firms-are-trying-to-leverage-rise-of-real-time-bidding/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/11/01/the-shift-to-audience-over-environment-is-it-right-for-everyone-all-the-time/ http://www.ciblage-comportemental.net/blog/2010/11/01/the-shift-to-audience-over-environment-is-it-right-for-everyone-all-the-time/#comments Mon, 01 Nov 2010 05:18:16 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5461 While audience buying is obviously a smart solution for direct response advertisers, it can also be smart for brand marketers if applied with constraint. Savvy marketers will layer dual strategies to make the most of both fine grained audience targeting and the associative power of environment and visibility — to not only capitalize on consumers in the perfect buy-state, but build the connection and association required to get them there.

]]> http://www.ciblage-comportemental.net/blog/2010/11/01/the-shift-to-audience-over-environment-is-it-right-for-everyone-all-the-time/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/10/29/what-impact-will-real-time-bidding-have-on-online-display-ad-pricing/ http://www.ciblage-comportemental.net/blog/2010/10/29/what-impact-will-real-time-bidding-have-on-online-display-ad-pricing/#comments Fri, 29 Oct 2010 05:09:35 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5456 I tend to think that RTB creates a marketplace where online inventory, which in case you didn’t know is a commodity, seeks its appropriate price levels. Some inventory today is clearly undervalued and RTB will take care of that. However, the premise that it’s going to be a game changer for non-guaranteed inventory pricing remains to be seen.

]]> http://www.ciblage-comportemental.net/blog/2010/10/29/what-impact-will-real-time-bidding-have-on-online-display-ad-pricing/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/10/26/forget-realtime-sequoia-funded-taykey-shoots-for-pre-time/ http://www.ciblage-comportemental.net/blog/2010/10/26/forget-realtime-sequoia-funded-taykey-shoots-for-pre-time/#comments Tue, 26 Oct 2010 20:13:39 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5365 Taykey spent the first two years of its life developing algorithms that crunch extraordinary amounts of user-stream data, to determine trends, before they happen. The company is founded by Israeli intelligence corps graduates so rest assured that there’s true trending analysis and prediction technology inside. Also, Sequoia’s investment implies to me a diligence process that looked beyond vaporware and buzzwords and found real IP instead.

]]> http://www.ciblage-comportemental.net/blog/2010/10/26/forget-realtime-sequoia-funded-taykey-shoots-for-pre-time/feed/ 0 http://www.ciblage-comportemental.net/blog/2010/10/07/collaborative-case-study-by-pubmatic-dataxu-mediamath-turn-x1-reveals-significant-benefits-of-real-time-bidding/ http://www.ciblage-comportemental.net/blog/2010/10/07/collaborative-case-study-by-pubmatic-dataxu-mediamath-turn-x1-reveals-significant-benefits-of-real-time-bidding/#comments Thu, 07 Oct 2010 17:29:18 +0000 Share http://www.ciblage-comportemental.net/blog/?p=5136 Key Takeaways from the collaborative RTB case study include:

• Publishers generated significantly higher revenue from RTB campaigns in comparison to Non-RTB campaigns, across all advertising verticals, by an average of 64%
• RTB outperformed traditional run-of-network non-RTB media buying methods by an average of 749%
• Audience targeted non-RTB campaigns outperformed run-of-network Non-RTB campaigns by an average of 324%
• Based on cost-per-success metric as outlined by the advertisers for each campaign, RTB provided better ROI than non-RTB audience targeted campaigns by 101% on average

]]> http://www.ciblage-comportemental.net/blog/2010/10/07/collaborative-case-study-by-pubmatic-dataxu-mediamath-turn-x1-reveals-significant-benefits-of-real-time-bidding/feed/ 0