24/7 Real Media Announces Real-Time Bidding Capabilities
Delivers First Scalable Technology Solution Enabling RTB Within One Ad Management Platform
NEW YORK–(BUSINESS WIRE)–24/7 Real Media, Inc., WPP’s ad technology company, announced today the availability of real-time bidding (RTB) within its proprietary ad management technology, Open AdStream®. With this new capability, 24/7 Real Media delivers the first enterprise-level technology solution that enables real-time bidding within a single ad management platform driving increased yield and superior control.
24/7 Real Media’s new RTB capabilities allow a publisher to put its inventory into a single ecosystem that dynamically allocates revenue and delivers optimal yield. This unique capability differentiates Open AdStream from other platforms in the marketplace today by allowing the publisher to filter and assign value to biddable inventory based on audience and context unlike other systems that require publishers to segment specific inventory for RTB. 24/7 Real Media’s new capabilities also give advertising clients a simple solution for bidding on premium, first-tier inventory from a trusted, accountable source.
“At 24/7 Real Media, we are always looking to innovate in ways that help our clients recognize new revenue opportunities,” said David J. Moore, Chairman, Founder and CEO at 24/7 Real Media. “By enabling publishers to open up their inventory for real-time bidding in a controlled way, we enhance the publisher’s ability to identify the actual worth of each segment of inventory on their site. Similarly, advertisers are guaranteed quality inventory from a biddable environment, where their messages are most likely to resonate with online users.”
Read More: Businesswire
ShareThis Creates New Social Measurement to Transform Media Buying Model, Starcom MediaVest Group to Test Methodology
New Index Empowers Publishers to Derive Greater Value From the Strength of Their Social Audiences
PALO ALTO, CA–(Marketwire – Nov 17, 2011) – ShareThis, the world’s largest platform for sharing and influence, today announced a new methodology to measure the social quality of sites across the Web. This new standard, the Social Quality Index, is the first measure of Web-wide sharing activity and will provide publishers and advertisers with site rankings across 27 key content categories. Sharing, as an inherently social activity, provides powerful insights on how valuable content is to consumers. As part of Starcom MediaVest Group’s ongoing partnership with ShareThis, the agency is assessing the standard’s ability to enhance their planning approach for a cross-section of their media buys.
The ShareThis standard derives a raw social traffic score by taking a combined measure of a site’s outbound share and inbound clickback traffic, and comparing it to page views. The resulting figure can then be benchmarked against the broader measure of social quality spanning the more than 1 million sites and more than 10 billion monthly sharing signals that make up the ShareThis network. This new measurement brings the value of sharing into consideration, adding more dimension to media buying models that rely more heavily on traffic and audience size. The measure:
- Favors rich content and audience interaction over broad reach
- Identifies users with higher purchase intent
- Identifies audiences who are more likely to disseminate content widely
Read More: Marketwire
BrightRoll Secures $30 Million in Funding
Investment Comes Amid Continued Expansion of Network, Exchange and Mobile Video Solutions
SAN FRANCISCO, CA–(Marketwire – Nov 15, 2011) – BrightRoll, the leading provider of digital video advertising services, announces it closed $30 million in financing. New investor Trident Capital led the equity financing and Senior Managing Director Evangelos Simoudis will be joining the BrightRoll board. Existing investors True Ventures, Scale Venture Partners and Adams Street Partners all participated, as did Comerica Bank.
This funding comes amid significant momentum as BrightRoll continues to double revenue year over year. While demand for video advertising is increasing faster than any other online ad format — projected to rise 54 percent in 2012 by eMarketer — BrightRoll has continued to outpace the industry. The success is fueled by significant investments in technology and research, as well as expansion of the senior leadership team across key operations and strategic roles.
“As long-term adtech investors, we continually look for companies with a leadership position in important sectors of the online advertising space. After following online video advertising for some time we have decided to invest in BrightRoll, which we consider one of the market leaders. We are impressed by the company’s leadership, vision and cutting-edge technology,” said Simoudis. “Tod and the rest of the executive team have built a solid company and we look forward to helping them continue to grow the business.”
Read More: Marketwire
Conde Nast Becomes Latest Publisher to Unveil Private Ad Exchange
Admeld-Powered Exchange to Feature CPM Price Floors, Real-Time Bidding
The assault on third-party ad networks continues. Today, Conde Nast, publisher of magazines such as The New Yorker and Vanity Fair, is launching a private ad exchange to sell unsold inventory on its digital properties to a select group of advertisers. The exchange, powered by Admeld, will feature CPM price floors and real-time bidding.
“Like any publisher, we’re interested in maximizing the revenue on our inventory,” said Drew Schutte, exec VP and chief integration officer at Conde Nast. “By opening a private exchange, we’re getting all the controls we wanted while providing access to our premium advertisers who commit to Conde Nast in the most significant way.”
The minimum requirement for advertisers to get access to the exchange was that their fourth-quarter ad spend with Conde Nast this year had to be higher than last year’s. Five advertisers, including eBay and Macy’s, will have access to the exchange through the end of 2011. Mr. Schutte said Conde Nast will offer access to more advertisers in 2012.
Read More: AdAge
Tapad Taps Evidon For Mobile Opt-Outs
As the traditional online behavioral advertising industry engages the issues of consumer privacy and data control through new standardized ad icons and opt-out procedures, the best approach for a mobile privacy protection solution remains unclear.
The in-ad AdChoices icons that signal a display unit use behavioral targeting to find that consumers seem unwieldy on diminutive mobile ads. The number of app, banner and operating system platforms on which a reliable opt-out system must ork is daunting — even in the world of complex demand-side platforms and real-time targeting.
But cross-platform retargeting ad platform Tapad has partnered with Evidon to start looking for a solution.
Evidon is one of the early developers of notification and opt-out systems that comply with the requirements of the Digital Advertising Alliance program, a self-regulatory regimen led by a collation of online and offline advertising and business associations.
Read More: MediaPost
Pre-Roll Is Catching Up with Display in Terms of Real-Time Advertising Inventory Available in the U.S.
As a real-time media buying platform for video advertising, TubeMogul processes a lot of data on ad spots available for bidding in a given day across both pre-roll and display inventory. In all, these marketplaces are bigger than the New York Stock Exchange in terms of daily transactions.
While it is widely known that display volume is large due to a glut in inventory, a less known fact is that pre-roll video advertising is steadily catching up. Aggregating across the major exchanges and sell-side platforms, from Doubleclick (which includes YouTube pre-roll) to spotXchange and beyond (see a full list of inventory partners here), and controlling for inventory pushed live due to new company partnerships, TubeMogul analyzed average growth in daily volume of ad spots available in the U.S. (inset).
In the past five months, pre-roll volume grew by an average of 34.9% per month, far outpacing display advertising’s 7.8% monthly growth rate. In November, we are seeing an average of over 200 million auctions per day.
Read More: TubeMogul
The Collision of Ad Exchanges and Sell-Side Platforms – Does it Matter?
We are in the midst of industry consolidation in online advertising. Companies are merging (MediaOcean), selling (MySpace, AdMeld, interclick), and buying (Tremor Video, Federated Media) as they adjust business models to meet market demands. Companies like ad exchanges, DSPs, ad networks and sell-side platforms (SSPs), continually innovate and add new offerings to create competitive advantages.
It’s inevitable that exchanges and SSPs collide, as they are essentially in the same space. I see it firsthand when my company, an exchange, is confused as an SSP competitor, even though we are actually a close partner and do business with the majority of SSPs.
Can publishers and advertisers manage this complex environment when both sets offer similar value propositions?
For publishers, they are inundated with choices to sell digital inventory. While looking to sell the most volume at the highest value to maximize yield, publishers also seek advertisers with similar brand values that are relevant to their audience. In sales, publishers want to monetize inventory through partners, while avoiding channel conflict and maintaining direct sales control.
Read More: MediaPost
