If You Are Not All In For Multi-Screen… Good Luck!

I started writing this post from my iPad. I finished it on my iPhone. Then I wordsmithed it on my MacBook. And I did it all while watching TV. It was easy, seamless, and I expected it to be that way. I am your modern media consumer and I am not alone in my behavior. This is the future of media consumption and the future is now. And if you are in the media business and you are not all in for multi-screen…good luck!

http://j.mp/YdrxNH

Jeremy Steinberg (@jeremysteinberg) on AdExchanger (@adexchanger).

(via bartolah)

bartolah's periodic musings: Responsive Web Design and Online Advertising - Houston, We Have a Problem

bartolah:

What happens when the ad industry (buyers, sellers and tech) move in one direction and web developers and software engineers move in entirely another - unheard of, I know.

Well, that very thing is happening right now with the emerging standard of web development called Responsive Web Design (if…

How the Real-Time Ad Market Grows From $2 Billion to $9 Billion

What is programmatic guaranteed? And what makes the market so ripe for it?

Real-time trading (or real-time bidding, or RTB) has always been about the “spot” market — the non-guaranteed. It’s the inventory the sellers can’t sell.

But the market is changing. Find out how Programmatic Guaranteed (also known as “futures” or “programmatic premium”) combines real-time trading and automation with guaranteed, 100% book-to-run budget capability. It’s the ad-tech world and the “real” world, together at last.

» Read the full article at adage.com

Source: Advertising Age

Who Do Online Advertisers Think You Are?

By creating multiple “personalities” using different web browsers, Jeffrey Rosen of The New York Times investigates how advertisers decide who you are, how accurate their guesses are and how companies use real-time bidding to try to target you.

Find out how your user profile is created, why Mac users may pay 11% more for trips on Orbitz, how BlueKai tracks and creates profiles for 80% of U.S. internet traffic and whether or not “Do Not Track” will change anything. 

» Read the full article at nytimes.com

Source: The New York Times

Your Online Attention, Bought in an Instant

The New York Times featured an interesting article about real-time bidding and the process by which data on 97% of all web users is being bought and sold using this form high-frequency trading. The article covers Rubicon, Turn and third-party aggregators like BlueKai and eXelate.

YOU can be sold in seconds.

No, wait: make that milliseconds.

The odds are that access to you — or at least the online you — is being bought and sold in less than the blink of an eye. On the Web, powerful algorithms are sizing you up, based on myriad data points: what you Google, the sites you visit, the ads you click. Then, in real time, the chance to show you an ad is auctioned to the highest bidder.

» Read the full article at nytimes.com

Source: The New York Times

But it’s Facebook that truly has the potential to become a leading platform for retargeting. As the most ubiquitous site in the world, Facebook accounts for one in every five US-based page views. And at Facebook, they can uniquely identify nearly one billion active web users regardless of the device they are using. That represents significant potential considering that Facebook visitors spend 20 minutes per visit on the site.
Retargeting: Why Facebook Exchange can outperform – especially on mobile. - SearchForce.com - Santhosh Nair

Source: searchforce.com