AOL is into “people-centric” marketing just like Facebook. The company said it could now identify 100 million consumers and target ads to them no matter what device they utilize—desktop, laptop, tablet or smartphone. New York-based AOL is combining its ad platforms—Adap.TV and AdLearn Open Platform (AOP)—into one system, which is aptly named One. Launching in February, ..
Premium Programmatic is a hot concept, and it’s catching on. The ad industry’s top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too. Instead of open exchanges where low-quality advertisers compete for low-quality Web inventory, a more selective programmatic landscape is growing up. The private marketplaces are where top brands ..
It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money. Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days. In fact, according to Google, more than 65% of its revenue comes ..
Automated ad buying and selling tools are increasingly driving digital ad sales in the U.S. That means less human-mediated, manual sales, and more opportunities for ad tech specialists to gain a share of ad spend. A new report from BI Intelligence finds that mobile and video will see the biggest growth in spending. By 2017, more money will be ..
Over the last decade, the worlds of digital advertising, marketing, commerce and media have nearly drowned—in an alphabet soup of acronyms. RTB. DSP. DCO. PPC. PII. SSP. CMS—and more. They’re the lingua franca of the evolving information age; the terms that describe the technologies, processes and other innovations driving the growth of the commercial Internet. ..
Global spending on digital advertising is forecast to increase 15 percent next year, buoyed by mobile and social media campaigns, and is projected to equal outlays for television by 2019. Digital expenditures in 2015 will reach $163 billion, or 30 percent of total ad spending, according to Magna Global, a media research unit of Interpublic ..
The second coming of Facebook’s Atlas ad server was probably the biggest ad-tech development of 2014. Marketers could for the first time upload their first-party data for accurate measurement, de-duplication, and targeting across devices. Other platforms will follow (read: Google), but Facebook broke the tape. The “people-based” marketing opportunity will not fully materialize, however, until ..
As more ad spending follows consumers to digital channels, those channels are being monitored and reviewed more closely than ever. Advertisers recognize not only the opportunity but also the complexity of online advertising. Unlike the traditional TV model, where specific spots are selected, digital advertisers are often unsure of precisely when and where to find ..
The online dating community has captured the imagination of lovelorn smartphone users everywhere. People love its simplicity and appreciate how the technology behind it presents potential new romantic partners based on an algorithm of mutual interests gathered primarily from Facebook profiles. This form of automated discovery has been lacking in programmatic digital advertising. Traders from ..
Horizon Media, the largest standalone media agency in the US with some $4.5 billion in ad spend across 100 clients, has not been a major participant in the programmatic trend. But that may be changing. Horizon is rolling out a programmatic division, dubbed HX, to handle its machine-driven ad buys for clients. The initiative, supported ..