Leading Operations Online
Since our industry loves acronyms and we have all of this conversation around data, this seems fitting for the new acronym of the month(s).
What exactly is GIGO, it’s a term coined in the technology space for a computers ability to process even the most corrupt piece of information and spew forth mountains of useless information, as a result of the “input” being suspect.
Why does this matter to you or I in the digital media space? It matters because presently we are constantly looking for the new piece of technology that we can “bolt on” or use as an aggregation point to corral the massive amounts of data that is created minute by minute in our space. We want to make sense of it all and use it to earn more revenue. Unfortunately our race for more and better often involves using bad data sets (garbage in) and producing output that is incomplete (garbage out) and placing it into excel.
This process is akin to taking a person from China, one from Malaysia, throw in a UK lad, and for good measure, let’s take a German and add them to the mix. Now in their own native language, let’s get them to share notes and talk about their day. ...
Proximic recently named Rodney Mayers as their Senior Vice President, Business Development. Previously Mayers was the COO of Adify. In the press release Mayers said, "Proximic has developed some of the most compelling technology I have seen in the online advertising space in a very long time." We asked Mayers a few questions about his new role, Proximic's offering and digital advertising.
Q: Tell us a bit about Proximic and their offering.
Proximic provides a non-semantic approach to contextual analysis of content. Our approach, called pattern proximity is language agnostic and allows us to operate in Chinese and German as easily as we do in English. We can offer a scalable, global solution to partners who buy inventory at a global level and add new languages to our system in 4 weeks and we are very cost effective in how we deliver our results. Our results, when tested against other market players have been said to be more robust, accurate and actionable.
Our very deep, contextual page-level data is being used for content...
In recent years, the online advertising industry has increasingly leveraged geographic, demographic and behavioral targeting in their quest to attract only the best, most qualified users. In doing so, nationwide, non-targeted campaigns have been pushed to the wayside when in fact, they still perform very well on some of the web’s largest publishers. These campaigns deliver on pace, have a fantastic click through rate (CTR), and most importantly, perform strongly against advertiser performance metrics. Here are four important things that every advertiser should consider before jumping on the over-targeting bandwagon:
A Losing Proposition
First, let’s take a look at the constant balance every ad publisher must strike. They need to find a way to deliver what seems like the impossible; perfect, complete delivery while maintaining spot on performance. Anyone who has spent any time with an Ad Ops team knows exactly how frustrating it can be to try to get a campaign that has been completely strangled with targeting to deliver in full. And if/when the campaign isn’t hitting the performance metrics, there’s no place to go to optimize things...
For many of you, this is not new, but it is definitely true and worth repeating. For any project or organization to be successful, there must be the right balance of People, Process and Technology.
As Ad Operations professionals, you are constantly faced with doing more with less and are far too often placed into a reactive posture, when to truly drive revenue you need to be in a proactive posture. Think of it is a 3-legged stool, where all 3 legs are important and if any 1-leg is missing the stool just won’t work. Well, this is exactly the same for your organization. If you don’t have the right people, the job won’t get done. If you don’t have the right process, the job won’t get done. If you don’t have the right technology, the job won’t get done. All 3 of these legs are important and it is incumbent on you as ad operations leaders to insure all 3 legs are strong and able to support and proactively drive your organization forward.
Over the next several weeks, we’ll take each of these pillars and talk about them in greater detail, but in the meantime, I challenge each you to take a step back and think about your...
Digital media decision making is constantly evolving, and with demand-side platforms, digital agencies have set up lightning-fast environments for buying and selling a variety of online ad impressions, similar to the computerized stock trading desks used by quantitative traders.
DSPs are remaking the media landscape and increasingly blurring the boundaries between digital and traditional advertising. These new data-fueled media buying approaches will affect brand-related advertising and media planning and buying in the future and can also bring more advertising money to digital.
A lot of people associate DSPs with pure real-time or impression-level buying, but it’s much more than that. DSPs are a means by which agencies, holding companies, and all forms of buyers can plan and purchase media, whether on a real-time or guaranteed basis. You can hyper-target to your audience, surgically acquire an audience, or drive brand metrics -- such as lift -- on a much more tactical level than in the traditional forms of buying.
There’s a call for greater transparency and analytics in digital. Advertisers say, "Great, my campaign is performing. Why? Is it doing better on...