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By Jeff Kuntz   |   Posted at 8:04 am on November 9, 2011   |   Comments Off

5 Things You Should Know About the Future of Retargeting

Display advertising is changing rapidly and getting more and more confusing. And many people are looking to understand its landscape.

Here are five things you need to know that you may not have thought of when it comes to display:

1. There will be fewer ads per page. One of the problems with online advertising today is that there is no barrier to creating new inventory. Constructing a billboard alongside a highway costs capital. There are a limited number of :30 spots you can run during a top-rated TV show. But if you’re a publisher that wants to create new revenue, it is much easier to add more ads to a page than it is to get more users to the site, or to get the ads to perform better. I estimate that there is about five times more supply than there is CPM/CPC demand. The rest of the inventory is spent on CPA offers or site promotions. Smart publishers should be focused on their audience and properly pricing those ads, to make for a more efficient marketplace – rather than flooding the exchanges and networks with new inventory. As the market gets more mature, the market will get closer to a balance between supply and demand.

2. RTB will be the primary way to retarget and your DSP technology will be the difference between success and failure. For some, this goes without saying. Only a demand-side platform (DSP) accessing all of the major ad exchanges can provide enough reach to power retargeting at scale, particularly when there are any kinds of restraints, like targeting by geo. A good DSP is like a racecar or precision surgical tools – it allows the buyer using the DSP to distinguish between good inventory and bad, cheap and expensive, and premium and remnant.

Read More: ClickZ

Limelight Networks Announces Its Dynamic Site Platform for Mobile to Enable Publishers to More Effectively Create and Manage Mobile Web Presence

Service Allows for Tailoring of Content-Rich Web Sites — Ensuring Content is Displayed as it Should be, Regardless of Device

TEMPE, Ariz., Nov 8, 2011 (GlobeNewswire via COMTEX) — Limelight Networks, Inc. /quotes/zigman/105873/quotes/nls/llnw LLNW +0.63% today introduced its Dynamic Site Platform for Mobile, an innovative new service that enables publishers to create and manage their mobile web presence. By providing the ability to create mobile-specific sites and repurpose content for multiple devices, the solution ensures that content-rich sites are optimized for every device — regardless of screen size, processing power or bandwidth.

Limelight Dynamic Site Platform for Mobile is built on the company’s cloud-based Dynamic Site Platform to integrate all web content management tasks — saving time and money while ensuring that publishers’ brands are expressed consistently across all online platforms. Using industry-standard languages (XML, HTML, CSS and Javascript), it allows web designers to create mobile sites that leverage the content and features already built into corporate sites. The solution eliminates the need for a separate mobile CMS, further speeding time to market.

Read More: MarketWatch

Yahoo, Microsoft, AOL Share Display Inventory

Still no merger news, but Yahoo, Microsoft, and AOL have agreed to share unsold “premium” display inventory among their respective ad networks.

The partnership, announced Tuesday, appeals directly to Madison Avenue’s desire for scalable reach — something that has been increasingly hard to come by via TV, but not yet achievable online.

“This agreement should begin to change the industry’s perception of premium” inventory, Ross Levinsohn, Yahoo EVP of the Americas, said on a conference call late Tuesday.

More to the point, “this is about differentiation,” Levinsohn added, in response to a direct question about increasing competition from Google and Facebook, and whether their rise brought Yahoo, AOL, and Microsoft together.   

A clear and present threat, Facebook and Google are expected to increase their share of domestic display advertising this year by 9.3% and 16.3%, respectively, according to eMarketer.

Yet by adding greater scale into the equation, the partners hope the deal will increase demand for their premium display ad offerings.

Read More: MediaPost

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