Adap.tv Introduces RTB Video Marketplace

Adap.tv, creators of OneSource, a platform to help publishers better monetize their online video content, on Wednesday is expected to announce the addition of a real-time bidding interface to the adap.tv marketplace. The company considers RTB to be a key technology in a new breed of online advertising tools, which are increasing ad effectiveness for advertisers and driving higher revenue for publishers.  “One of the challenges facing online video advertising has been that publishers and buyers haven’t been able to reap the rewards of sophisticated targeting and bidding tools,” said Teg Grenager, founder and VP of Product at Adap.tv. “By offering RTB, the adap.tv marketplace is providing the missing link.”  For online video publishers, the addition of RTB to the marketplace is expected to provides access to a new channel of buyers, campaigns, and revenue, while maintaining control over the sale and pricing of their valued inventory.  Using Adap.tv OneSource, online publishers can extend the functionality of display management systems such as DART and Atlas.  The Adap.tv OneSource video ad-serving solution has no setup fees or integration costs. For publishers that want to sell and manage their own video ads, this may represent a considerable amount of savings over installing a dedicated video ad server.

Read More: MediaPost

Taking The High Road on Attribution Modeling

A year or two ago you started to see a lot of buzz in the marketplace about attribution modeling and analytics.  Atlas and Doubleclick started coming out with products they called “Engagement Mapping” and agencies and marketers dug in!  Finally someone would try to crack the nut of the age old question by John Wannamker:

“I know half the money I spend on advertising is wasted, but I can never find out which half. ”

So what ever happened with this? You really don’t hear too much talk about Engagement Mapping anymore.  Everything is more about “Audiences on Demand” or “Reatlime Bidding” or owning your own data warehouse and retargeting audiences.  Is this because people did the Engagement Mapping and figured out their attribution model and found the ‘half’ that is not a waste and is trying to buy that at the cheapest rate possible?  I don’t think so.  What I think happened is that we started to dig into the Engagement Mapping  and Attribution model tools and first of all realized warehousing all of that data and keeping it and analyzing it over the long term proved to incredibly expensive, incredibly cumbersome to compute and quickly access and the Engagement Mapping product could not be easily productized and made into a nimble nicely packaged tool where marketers and agencies could quickly make changes and show results, they bagged it and went for the next best thing.

Read More: MobTownLabs

Boucher Readies Privacy Guidelines More Strict Than Self-Regulatory Standards

More than one year after announcing plans to introduce new privacy legislation, Rep. Rick Boucher (D-Va.) intends on Tuesday to unveil a draft of a new proposal to regulate online behavioral targeting.  Speaking at a meeting of the American Business Media on Monday, Boucher reportedly said the draft bill would require Web publishers, advertisers and other companies that collect data about people to notify them about the practice and obtain their consent.  The proposal also reportedly would require that publishers that collect data in order to serve ads on their own sites allow consumers to opt out of the targeting. Ad networks that track users across a variety of sites would have to obtain users’ opt-in consent, unless the networks allow people to access and revise their profiles. (Some companies that serve targeted ads, like Google, Yahoo and BlueKai, already have this feature.)  Boucher has previously said that the bill also would include provisions requiring mobile phone users’ consent before their location is shared.

Read More: MediaPost