Ad Ops News

November 2, 2009 attribution tagging
After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen. First, it is important to make the distinction between attributing credit to channels in your reports for better planning and dynamically awarding proportions of commission to...
November 2, 2009 ad exchanges ad servers
OpenX and Microsoft have today announced a strategic partnership. The deal will see both companies promoting each other’s technologies to their customers. What does it mean? Is Microsoft exiting the ad server business? Is it looking to tie itself in with a leading ad exchange? Will Microsoft ultimately buy OpenX to beef up its own AdECN exchange platform? Here’s the press release with more detail: Online advertising start-up OpenX and Microsoft Corp (MSFT.O) announced a partnership to...
November 2, 2009 malvertising
NEW YORK (AdAge.com) -- Ads have long been a gateway for spammers and hackers to distribute malicious code, but now the crooks are showing a new level of sophistication by The scam goes something like this: Someone posing as an agency executive or marketer approaches a publisher with a credible e-mail domain like vonage-inc.com or hyundai-inc.com and asks for a quick turnaround campaign, often over a weekend. The ads then install malware or harvest user identities and continue to do so until...
November 2, 2009 search
NEW YORK (AdAge.com) -- As retailers get ready for the holiday season, their first instinct might be to throw as much money as they can afford into search. But recent traffic trends may point them otherwise.Less than 10% of online retailers' web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.'s Online division.Nielsen found the majority of retailers' web traffic (61%, on average) comes from people going directly to a retail site -- consumers typing, say,...
October 31, 2009 video
PALO ALTO, Calif. & NEW YORK--(BUSINESS WIRE)--Auditude, a leading video advertising management and monetization platform, today announced that it will partner with MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), to further expand their video advertising management relationship across MTV Networks’ online portfolio. Under the new agreement, MTV Networks will implement Auditude’s Connect™ video ad management platform across its online...
October 30, 2009 Networks
The Internet is a medium with infinite content sources and dispersed usage. Here’s the bad news: It has a really crappy way of valuing inventory. Ad networks have a part to play here. They make this broken media easier to use by aggregating inventory and actually making the medium more efficient to buy. What they have negatively produced is a layer of confusion to the marketplace with no one really sure who is representing what inventory. Inventory is being sold and resold which results in...
October 30, 2009 real time bidding
Full Integration with AdMeld and PubMatic Real-Time Bidding Programs Drives Significantly Improved Performance for Brand and Performance Marketers Redwood City, Calif.,—October 29, 2009—Turn Inc., the smart platform for digital advertising, today announced that the company is fully integrated with the Real-Time Bidding capabilities of leading inventory platforms AdMeld and PubMatic. The integration expands Turn's ability to perform targeting and bid price optimization in real-time, which...
October 29, 2009 verification services
LucidMedia announced that it is making its display advertising auditing services free to clients. Read the release. Ajay Sravanapudi, President and CEO of LucidMedia, spoke with AdExchanger.com about the implications of the new pricing. AdExchanger.com: Has the digital media auditing space become commodotized? Offering services for free may indicate as much, after all. AS: [...]
October 29, 2009 creative
So Dynamic Logic went out and studied 170,000 online creative executions and guess what? They concluded, "creative quality is the foremost driver of ad effectiveness."  Not context, targeting, ad size or formatting. Some tips based on their findings:Include your brand in all frames of an adEach frame should stand on their own (so avoid “reveal” ads where you have to watch the whole thing to know what’s going on)Keep it simple. “No more than two messages should be conveyed in an online...
October 29, 2009 management
Dear all, Success in business has always been a case of survival of the fittest, fastest, and strongest…and never has this been more true than in today’s evolutionary market. However, we are observing a concerning trend in solution driven strategy. This is resulting in the creation of, for example, an application or a Facebook campaign as a false substitute for a communications strategy. Or alternatively, a purchase of new technology as a feasible business strategy. These are a few of many...
October 29, 2009 ad exchanges dynamic creative real time bidding
Reprinted from Eran and my commentary on the 3 major innovations driving Display advertising in Mediapost today: Let’s boil this display beast down to a 1-2-3. For most of us, it can’t compare to our search campaigns, so you should know how to take advantage of three emerging technology trends that are changing the Display vs. Search battle for a lot of marketers. First Punch: Real-Time Bidding and Ad Exchanges Used to be we looked at a spreadsheet to plan our media buys. As we got more data...
October 29, 2009 vendors
Ad Revenue Report breaks down online display advertising ecosystem into nine primary segments that help premium publishers increase revenuePalo Alto, CA (October 28, 2009) – PubMatic, (www.PubMatic.com), a global ad revenue optimization company that works with thousands of premier online publishers and hundreds of ad networks, today unveiled The 2nd Channel Ecosystem (http://www.PubMatic.com/AdRevenue2009), a detailed report and analysis of the primary segments that are driving up the value of...
October 29, 2009 creative
This column has covered a wide variety of topics in the nearly eight years that I've been writing it. Some themes are directly relevant to those working within the media buying industry -- new ad units, pricing strategies, and targeting techniques, to name a few. Others, such as viral marketing campaigns, social media marketing, and banner ad design, play a somewhat more peripheral role. It's important for buyers to stay abreast of major developments within these adjunct arenas. But since they...
October 28, 2009 privacy
Consumers need more information and education about online privacy and online behavioral advertising (OBA), according to new research. The study, from the Internet Advertising Bureau and business law firm Olswang, found that 72% of internet users are unaware of online behavioral advertising – the practice used to deliver relevant advertising based upon previous web browsing activity.   In addition, 81% of internet users do not know the control they have over behavioral advertising, in...
October 28, 2009 ad exchanges real time bidding
Microsoft bought ad exchange company AdECN more than two years ago. And unless you’ve been paying very close attention to advertising technology, that’s the last you ever heard of it. This should finally change next year. People familiar with Microsoft’s (MSFT) plans say the company intends to open the exchange, which will allow online ad buyers and sellers to match up in real time, in January. That will put it several months behind Google (GOOG), which turned on its real-time ad exchange in...
October 28, 2009 ad exchanges real time bidding
ADOTAS - Two years ago Microsoft picked up ad exchange company AdECN and then… And then… Well nothing. Finally it appears that Microsoft will launch AdECN’s business — and launch it big — in January. According to a formal statement from the company, AdECN has been testing a demo version of its real-time bidding technology. In the next few months, it will introduce the product out to a “select group of participants…” or the chosen. Real-time bidding — or RTB as the kids call it — is all the buzz...
October 28, 2009 management
The current state of the economy is having an impact on large, medium, and small sized businesses across the online industry, each feeling its effects in their own unique way. For many online publishers, advertising is typically the primary source of revenue generation, and online ad spending needs to remain strong for these businesses to be profitable. Moreover, due in large part to the current economic downturn, websites that haven’t traditionally run advertising, such as online retailers,...
October 28, 2009 ad exchanges branding Networks
Jonathan Mendez is CEO of RAMP Digital, a digital, performance media agency. AdExchanger.com: Why did you found your performance marketing agency, RAMP Digital? JM: I was becoming much more interested in emergent technologies for delivering relevance, namely APIs and semantic driven tools. At Offermatica (now Omniture Test&Target) our platform was 100% JavaScript and while that is really great, there are a number of targeting and dynamic content executions pre and post click that can...
October 27, 2009 creative
Complete Findings of New Study to be Unveiled during Joint Webinar with AAAA’s on October 27 NEW YORK – Millward Brown’s Dynamic Logic, the leader in measuring digital advertising effectiveness, announced key findings from a new study that identifies creative best practices for driving online ad effectiveness and brand impact. This latest research offers agencies and marketers actionable advice for maximizing creative quality, which, according to Dynamic Logic, is the foremost driver of ad...
October 27, 2009 Networks video video networks
NEW YORK – Reportlinker.com announces that a new market research report is available in its catalogue. Online Video Advertising Networks 2007 – 2010: Emerging and Surging This report analyzes video inventory and gross media spend in both up-and-coming and established avail verticals, including in-banner, remnant/3rd party pre-roll, video overlays, video search and podcasting. Each video advertising network vertical is thoroughly analyzed by total inventory (exclusive, non-exclusive, monthly and...
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