Building Real-Time Bidding

In digital media, a new solution that promises a better mousetrap will typically draw two reactions from the industry. The ones who stand to benefit try to hype the trend, hoping to ride the wave. The old guards spread fear, uncertainty and doubt because the solution may eat at their market share. Such is the case with real-time bidding, which became a very hot topic among online display advertising buyers and sellers in 2009, and is likely to dominate industry discussions in 2010. Just 1 percent of all online display ads were bought on an RTB basis in 2009. That number will rise dramatically to 3 to 5 percent this year. Most of the conversation on the topic has centered on the benefits for advertisers and demand-side platforms. These entities are able to place a value on each unique ad impression, individually and in real time, using a judgment that takes into account proprietary data and technology. The result is better performing campaigns and greater advertiser ROI on those campaigns.

Read More: MediaWeek

Vertical Ad Networks Go Local

Ad networks are not only grouping themselves into industry vertical specialties – there are also signs that they are beginning to segment themselves based on location. That is one conclusion to be drawn from the recent launch of SLOAN, the Sacramento Local Online Ad Network.  The Sacramento Press launched SLOAN last month with Adify, a vertical ad network platform. SLOAN is forging agreements with several local publishers. To date it includes The Sacramento Press, The Rancho Cordova Post, Gold River Online, Elk Grove Online, SacMix, The Sac Rag, Sacramento365.com, Myfolsom.com and The Tomato Pages Network.

Read More: MarketingVOX