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Archives

Author Archive

15 04 2010

Millenial Media Acquires Tapmetrics

Posted by: James in Millenial Media, Tapmetrics

Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled.

28 02 2010

DSPs Stir Up Drama

Posted by: James in Demand-Side Platforms

DSPs, such as VivaKi (Publicis) and Cadreon (IPG), were a hot topic last week at the Interactive Advertising Bureau annual confab in Carlsbad, Calif., with publisher sentiments ranging from wariness to downright paranoia. And conversations with publishers revealed a sentiment that premium sites should opt out of selling this way. Said Brian Quinn, vp/gm, ad sales for the Wall Street Journal Digital Network: “If people want to buy from us, we want them to call us.”

26 02 2010

Targeted Audio Ads: Coming to a Cellphone Near You

Posted by: James in Looking forward, Mobile

TargetSpot, a CBS-backed venture that calls itself the nation’s largest internet-radio advertising network, announced deals this week with Slacker’s music-streaming service to bring “the first-ever targeted mobile audio ads to mobile radio listeners.” That’s different than the targeted display advertising that already appears in mobile apps.

26 02 2010

Everybody’s a DSP, wait, what’s a DSP?

Posted by: James in DSP

Let’s start with some history. I’m not quite sure who coined the term originally but it was primarily used to describe cross exchange buying desks & bid management solutions like Invite, Turn & DataXu.

26 02 2010

The next step in audience targeting

Posted by: James in Looking forward

Data appending helps marketers maximize the value of their customer databases

The practice enables publishers to provide a more targeted offer to advertisers

Marketers benefit because they are buying more relevant display advertising — it’s a win-win

26 02 2010

Insider Bringing Search Mechanics To Display

Posted by: James in Dynamic Ad Creative Technologie

Marrying dynamically targeted creative with that behavioral data continues to be a work in progress. Almost every piece of research I have seen over the years points to the effectiveness of leveraging more custom, targeted creative to behaviorally targeted consumers. But the cost of multiple creatives (or the crappy look of some dynamically created ads) still turns clients away.

26 02 2010

Display Marketers Jumping on Audience Targeting Train

Posted by: James in Key figures

A survey of 156 display media marketers by Forrester Consulting commissioned by AudienceScience found that 77% of respondents currently use or will implement audience targeting in 2010. Reaching targeted consumers was the greatest benefit for 42% of display marketers that planned to start using or increase their use of audience targeting, while 32% cited better results.

25 02 2010

Media Buyers Fear Backlash To BT, Warn ‘Watershed’ Moment Is Coming

Posted by: James in Data Protection, Privacy

Speaking at the OMMA Behavioral conference in New York, Adam Kasper, director of digital media at Media Contacts, warned that a « watershed moment » is coming for behavioral targeting when consumers gain greater awareness of the extent to which their online activity can be tracked and targeted, triggering a backlash.

25 02 2010

Zaneis: ‘Advertising Is Creepy’ Campaign ‘Hit the Mark’

Posted by: James in Data Protection, Privacy, Zaneis

Consumers have moused over 10 percent of the banner ads served to date for the Interactive Advertising Bureau’s educational campaign about behavioral advertising, vice president of public policy Mike Zaneis said Thursday. But the campaign, which includes a banner ad stating « Advertising is Creepy, » hasn’t been universally popular.

25 02 2010

Marketers See Green in Growing ‘Green Moms’ Audience

Posted by: James in Surveys

Advertisers are on the hunt for « green moms. » Ad networks are developing audience segments for targeting these environmentally-conscious women online, and marketing research firms are analyzing their values and behaviors.

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