Leading Operations Online

January 31, 2012 Gautam Srivastava

 

Martin van der Meij will be leading his session Taking the Secondary Channel to New Levels at OPS Markets in London on February 9

 

SIgn up today and stay ahead of the digital advertising curve. Get more information at the bottom of this page.

 

How has De Telegraaf approached RTB and what do you see as the main challenges for publishers in the RTB market? 


The biggest challenge we see is making sure the premium/direct strategy stays separate from what’s happening on the Automated Trading Platforms (ATPs) – how do you prevent channel conflict? At TMG, we're of course still struggling with this issue. But more and more people are seeing that ATP selling isn't about "remnant" anymore. It’s about automated buying of standard IAB (right now). This means a shift in everything. Redefining your...


 

We’ve talked about the Three Pillars of Success (People, Process and Technology) at a high-level, and discussed the details of People and Process, and now need to address everyone’s favorite, Technology.


Right now, there is a lot of very interesting technology available and what’s out there today has some fantastic features. However, instead of getting caught up in the latest bells and whistles, at the core of the technology decision is whether or not your business has the right technology to be successful. Far too often, technology is a scapegoat for a deficiency somewhere else, and it really boils...


 

We’ve all heard that the definition of insanity is doing the same thing over and over but expecting different results. The online ad industry is vocal about the need for more brand advertising to move online as consumers tune out offline advertising on TV and in magazines. However, even with the emergence of accountable, brand-friendly ad formats – such as Cost Per View (CPV) video, and Cost Per Engagement (CPE) – little of the estimated 20% uptick in online advertising this year went to brand campaigns.


Most marketers continue to do what they have always done while expecting improved brand advertising results. And agencies and publishers are doing the same and expecting to take more brand dollars from TV. If the industry really wants to change the flow of brand ad dollars we must show that online brand advertising can change consumer behavior. To do this, we must...


The Mobile Marketing Association has issued the final version of its Mobile Application Privacy Policy Framework to assist mobile app developers and publishers in writing privacy policies and informing users about data collection and usage. Developed by the Privacy & Advocacy Committee (co-chaired by Alan Chapell, President of Chapell & Associates, and Fran Maier, President of TRUSTe), the framework is the first in a series of privacy guidelines that the MMA is cooking up.


The nine-page document is a handy template for kicking off the privacy policy authoring process. It contains suggested “consumer-friendly” language and methods for informing users how data is...


“Towards the Quantified Society” was the theme of O’Reilly’s online preview of its Strata conference in Santa Clara, Calif., in late February. The statement does make one tingle a bit – we’re headed in the direction of a data-centric world where everything can be measured, morphed into numbers and metrics, and then crunched through some algorithm or other to discern meaning. Every action is turned into bytes; our lives are broken down into the juiciest bits of information (and cross-referenced for optimal effect).


It’s not that we don’t see the progress already made toward the quantified society – Edd Dumbill, Strata Chair and O’Reilly Lead Architect of Conferences, commented that the mainstreaming of big data is in full effect, with NPR and major...

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