Ad Ops News

January 31, 2013 advertising platforms platforms
In today's technology market, there's a paradigm shift away from the product and towards the platform, according to ORBIT+Co's Mark Bonchek and Singapore entrepreneuer Sangeet Paul Choudary. But, with the swift advent of the technology platform, from web services to social networking, creating a platform that's both engaging and useful seems like an increasingly difficult feat. Well, Boncheck and Choudary set out to find the integral elements to a successful platform in their latest...
January 30, 2013 advertising advertising identifier Apple privacy
When it comes to mobile advertising, privacy is key. And, as Apple juggles to make its mobile devices the most desirable for mobile advertisers, the company also has to reassure consumers that their privacy is its utmost concern. The tech giant answered some concerns with the release of iOS 6.0, allowing users to limit advertising tracking, similar to a desktop browser's do-not-track functionality. But, with the release of the latest iOS (6.1), Apple's gone a bit further, giving iPhone...
January 29, 2013 Display revenue search Yahoo
 Yahoo CEO Marissa Mayer has a bit of cautious celebrating to do, as the 18-year-old company's notable revenue slump seems to have come to an end. During her second earnings call as CEO of the company Monday, Mayer unveiled that Yahoo's 4th-quarter revenue increased by 2 percent, the company's first yearly revenue growth in three years. And, what's cause for this 'Mayer bump' in revenue? Well, as Mayer guessed during the company's October earnings call – search advertising is on the...
January 28, 2013 audience behaviorial targeting facebook social ads
 After opening its exchange, Facebook catapulted itself as an online advertiser, promising targeting through behavioral data. And, for Ad Age's Alan Pearlstein, the success of the FBX exchange serves as proof that social data alone is inadequate in helping advertisers effectively target consumers. “Native-ad formats aren't the answer," Pearlstein said. “New formats will help, but they won't have significant value unless they are targeting the right person. And that takes behavioral...
January 28, 2013 programmatic programmatic premium quality real-time bidding RTB
Real-time bidding and programmatic help streamline the ad-buying experience on both the buying and selling sides; but, when you sell ads on an impression-by-impression basis in a matter of milliseconds, quality control can be a colossal and ambitious undertaking. John Battelle calls for an answer to programmatic's quality dilemma in his latest blog at Battelle Media. From fraudulent browser plugins to running numerable ads out of view just to gain attributive impressions, as described by...
January 24, 2013 native native advertising the verge vox media
As we dive into the changing face of online advertising – the imminent and high-profile push away from conventional display, native comes to the forefront. But, with this shift comes many unanswered questions; foremost of which, 'what will native do to the creative side?' Well, if parent company of The Verge, Vox Media's latest strategy is a harbinger of things to come, the creative agencies of Madison Avenue may be a dying breed. AdWeek's Charlie Warzal discusses Vox Media's use of an in-house...
January 23, 2013 CPA CPM impressions RTB value
It's time to say good-bye and good riddance to the CPM, according to Ad Age's Konrad Feldman, who says that as real-time bidding (RTB) becomes a digital advertising mainstay, the focus should turn to value, not cost.With RTB, advertising is sold on an impression-by-impression basis; and, as such, a single impression carries 'a unique value and a unique cost,' Feldman says. In other words, impressions, and consumers, are not made equal. But, how can online advertisers deliver better impressions?...
January 22, 2013 big data data collection Data Management privacy
Data is tricky business – the potential that lies beneath unfathomable amounts of data, coupled with the perils of collecting and stocking huge amounts of information, a lot of it personal and identifiable, creates a sort-of catch-22 for big data purveyors and enthusiasts. And, as companies ramp up data collection on consumers and users, policymakers and governments are increasingly demonizing big data for its inherent privacy concerns.But, according to Privacy Forum co-chair and director Jules...
January 17, 2013 audience audience targeting location mobile
Mobile may be taking off; but, the platform's true potential lies in its name. As brands and advertisers push more money into mobile advertising, it's only natural that many want to take advantage of mobile's most unique feature – location. And, why not? Location-based technologies can help brand and advertisers target consumers based on real-time location and behavioral data, helping to make audience targeting both more precise and direct. Forbes' Steve Onlenski recently sat down with Sense...
January 16, 2013 comScore video video ad
People love online video; and, the numbers prove it. Recent figures by Internet analytics company comScore show that more than 182 million Internet users in the United States watched a combined total of 38.7 billion online videos in December 2012.Google Sites, primarily YouTube, Facebook, and music-video site VEVO snagged the largest share of online video watchers. Google Sites brought in over 150,000 unique viewers in December , making it easily the number one source for online videos,...
January 15, 2013 audience Crowd Science YuMe
Leading multi-screen advertising network YuMe announced its acquisition of audience targeting-based tech company Crowd Science on Tuesday. Crowd Science's audience management system CITRUS uses both survey technology, data intelligence, and contextual and behavioral interpretation to more accurately target audiences. With CITRUS, Crowd Science generated more than 850 brand-oriented audience segments in just four years."We've been laser-focused on enhancing audience measurement, modeling and...
January 8, 2013 ad companies ad ops ipos public
Ad companies are making moves; and, according to Ari Paparo, 2013 may be the year of IPOs for ad operations. An unexpected number of ad companies are finding themselves entering the public sector, including ad network Millennial Media, which went public in March 2012. Here is Paparo's list of ad tech companies most likely to go public in 2013, in order from most likely to least. Criteo: Rumored gross revenue of $500 million and very strong global growth put Criteo in the pole-position...
January 8, 2013 automated buying metrics programmatic TV
Programmatic buying for television ads? May sound a bit futuristic; but, with recent technologies by satellite companies that help measure show popularity, it may be closer than imagined, reports Bloomberg's Alex Sherman. Dish Network, the second largest satellite TV provider in the United States, is toying with the idea of allowing advertisers to bid on spots, using audience and show-performance data pulled in real time.Dish could use live data to give advertisers info on show demographics,...
January 7, 2013 facebook mobile
Much to many publishers' dismay, mobile inventory is abundant and cheap. Except the latter (sort of) doesn't apply for Facebook – according to new findings by digital marketing solutions company Kenshoo Social, Facebook's mobile ads have a 70% price premium over their desktop counterpart, with mobile bringing in $1.38 per click, compared to only $0.81 on desktops. We're not talking a five-figure price-per-click, but in the social network's case, that's pretty impressive.Although it just opened...
January 7, 2013 google Instant Instant Search mobile
Google delivers search queries; and it always has. But as the dynamics of the Web change: as users adopt mobile at breakneck speeds – and as users want answers quicker and faster, the all-too-common search page has become more than the step between query and content Yieldbot CEO & Founder Jonathan Mendez argues.“Our goal is to make sure that people can find what they’re looking for and get off the page as quickly as possible,” then-Google executive Marissa Mayer said in 2007.And Google's...
January 4, 2013 branding brands mobile
Mondelez, the international snack and foods conglomerate formed after a split from Kraft Foods Inc. in October 2012, plans to bring the power of mobile to some of the world's most notable snack brands with a pilot program seeking to enhance brick-and-mortar marketing, as well as increase impulsive buying.The initiative, aptly named Mobile Futures, started up in fall 2012, bringing more than a hundred mobile-application startups together, each vying for just nine spots in the ambitious and...
January 3, 2013 branding native advertising social advertising venture capitalists
The growing clout of BuzzFeed in the media world has not gone unnoticed; the meme-happy, vertical-driven site announced Thursday that it closed a $19.3 million Series D deal headed by venture capitalist firm NEA, with former investors RRE, Hearst and SoftBank and new investors Lerer Ventures and Lazerow Ventures contributing.2012 was a powerhouse year for the website, which increased its revenue margins more than 300 percent in just one year through content-based, and social, advertising alone...
December 21, 2012 ad revenue mobile mobile ads user experience
One of the Internet's largest retailers – eBay – announced an unexpected move this week. eBay’s president of global marketplaces, Devin Wenig, confirmed to AllThingsD on Wednesday that the consumer auction giant will get rid of ads in its mobile apps in 2013.According to Wenig, ads in eBay's mobile applications muddled the user experience; and, coupled with a limited revenue stream, in-app advertising is "not worth it,” Wenig told AllThingsD.eBay is in a cushy spot when it comes to online...
December 20, 2012 COPPA data privacy
Legislators on Capitol Hill went back to the drawing board recently when it comes to safeguarding children online. COPPA, or the Children's Online Privacy Protection Act, has been on the books since 1998, but in the 14 year since its inception, little has changed to keep up with the Internet's hurried advancements. Under the helm of Sen. Jay Rockefeller (D-WV), the Senate Commerce Committee and FTC has introduced new regulations under COPPA meant to protect kids online from data tracking for...
December 18, 2012 programmatic video
Online video is abuzz, and advertisers are taking note. Whether it be last Sunday's Meet the Press or the latest corgi video, consumers are turning to the Internet for content at increasing numbers. However, online videos advertising has proved less than inventive.The benefits of online video are hardly arguable. With a growing consumer base, similarities to television creative and a much lower overhead, online video offers many opportunities for advertisers; but what about...
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