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03/28/12
Amanda Maffey

News of the Day


Dedicated Media Selects Aggregate Knowledge as its Media Intelligence Platform

SAN MATEO, CA – March 27, 2012 – Dedicated Media, a customer acquisition platform listed among comScore’s Media Metrix Top 50 U.S. web properties, and Aggregate Knowledge, a media intelligence company delivering the predictive analytics on which the world’s largest advertisers make their digital media decisions, today announced a partnership that includes integration of Dedicated’s SMARTstack technology with the patent-pending AK Media Intelligence Platform. As the media intelligence platform of record for Dedicated Media, the AK Platform will enhance targeting, audience analytics, media buying, and third-party data scorecarding.
The Dedicated Media SMARTstack ad delivery system processes millions of bits of data in milliseconds. SMARTstack will use the highly scalable AK Platform to collect, analyze, and optimize campaigns across thousands of attributes

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in real time to develop rich insights and to extract the maximum performance out of each impression in each campaign.
“Dedicated Media combines customized audience modeling with millions of primary

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and third-party behavioral data points, continuous real-time optimization, unparalleled reporting, and industry recognized brand safety to provide advertisers with unsurpassed results,” said Chris Berman, COO and co-founder of Dedicated Media. “This requires intelligent and predictive analytics across multiple channels packaged within a neutral platform to manage the data quickly and easily. The AK Platform is the perfect solution for us because of its sophistication. The easy-to-use dashboard gives us a powerful tool to buy media smarter every minute of every day.”
Read more: Aggregate Knowledge
Mobile Ad Serving Still In Test Mode Among Publishers
Publishers are in the very early stages of establishing mobile ad infrastructure, and they continue

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to try out a range of solutions in an already fragmented market. According to a survey of 95 online

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and mobile publishers fielded by InsightExpress on behalf of Mocean Mobile, almost half of respondents had at least tried DART for Mobile over the past two years, but 41% had also tested AdMarvel, 34% Mocean and 19% Nexage. And when it comes to the currently used solution for many publishers, DART (17%), AdMarvel (14%) and Mocean (13%) have to contend with 15% of the market that still relies on in-house or custom ad-serving technologies.

“There is a heck of a lot of experimentation going on,” says InsightExpress’s Joy Liuzzo. “When you see this much experimentation, it is indicative that folks are interested in learning.” “And they probably are not finding all of their needs solved in one place,” Liuzzo adds.

The research shows that publishers often are favoring different vendors for apps, mobile Web, video and rich media. In fact, the prominence of custom solutions in the mobile ad-serving mix suggests that many publishers still feel the need to knit things together. And the mobile media also find their own inventory fragmented across models.

About 45% of respondents say they are responsible for selling less than half of their own mobile ad inventory. Only 55% are selling 50% or more of their inventory. And in most cases, it is the ad sales group that is driving the decisions

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about which ad servers to use, not ad operations.

Read more: MediaPost

03/23/12
Amanda Maffey

News of the Day


Here’s What Advertisers Need To Know About Buying Video Online

I’ve written many times about the topic of inventory quality, the importance of working with credible partners and the fact that not all inventory is created equal.   There continues to be  a widening gap in the perception of pre-roll video quality from buyers, sellers and  content owners.
Video is an interesting animal.  On the web it is completely unlike traditional linear television, yet it appears to be the same.  Many of the players are similar.  There are content producers, syndicators, distributors and destinations where video can be viewed.
However, the differences end there.  With television, advertisements generally are viewed during a commercial break nested within, or adjacent to, programming in a standardized format within the ‘box’ in your living room.
With online video, the viewing experience takes on many shapes, sizes, experiences and placements.  A video advertisement on the web can appear in a banner, before a flash game, as a full page takeover, before or within an actual program (in stream) or as a standalone piece of content (think a movie trailer on YouTube).
These varying viewing experiences make it challenging for the buyer to evaluate the quality of the environment, difficult to standardize rates, and nearly impossible to determine where his ad is running.
Read more: BusinessInsider
Google Integrates Admeld Into DoubleClick AdX, Preps ‘Unified’ Publisher Solution

About four months after Google got the regulatory go-ahead for its estimated $400 million acquisition of supply platform Admeld, the search giant has unveiled the first phase of the two companies’ integration.
Over the next few weeks, Google will be rolling out AdX Connect, which represents the full immersion of Admeld’s clients to the DoubleClick Ad Exchange. Speaking at the client-only Admeld forum this morning, Neal Mohan, Google’s VP of display advertising, also said that the advertiser, buyer, and bid transparency levels in the exchange would be improved, so that they are comparable with those currently provided to Admeld publishers.
In a phone briefing with AdExchanger, Mohan described this as an important step for the two entities and for Google’s growing display business. In particular, this is the first phase of what Mohan said will be a seamless platform around display tools for publishers and advertisers. “We want to move away from a world where there’s the ad exchange and then there’s Admeld,” Mohan said. “Over time, those products are going to come together. You’ll see a seamless product that should be the best yield management tool for publishers.”
Read more: AdExchanger
03/22/12
Amanda Maffey

News of the Day


CRO Brody Says Aol’s New AdLearn Open Platform Is A DSP-Plus

Today, Aol announced the beta launch of its AdLearn Open Platform (AOP), “an extension of Advertising.com’s current AdLearn technology, that will allow clients to manage, optimize and analyze online marketing campaigns from one central platform.
The platform provides digital marketing professionals with complete access to the robust AdLearn optimization technology, real-time bidding (RTB) capabilities, as well as massive reach and premium inventory.” Read the release.
Aol CRO Ned Brody discussed the announcement and its implications.
AdExchanger: What does the announcement of AdLearn Open Plaform mean for Ad.com?
NB: Like any other provider of technology and a service in the marketplace, you look and you see what your marketplace is asking for. There has been a rise in the number of clients who want full transparency and manage things on their own. The issue arose that a lot of times [self-service] hurt performance, and a very significant number of customers who reduced spend a year ago went over to different, programmatic trading companies –and then returned to larger budgets.
You may have more transparency, but that doesn’t actually mean you’re going to do better. So what we wanted to do was take an algorithm and a model that worked – which was our internal UI [for Ad.com] – and bring it out to the marketplace.
I don’t think it’s a change in strategy, it’s simply saying, “If there is a segment of customers that is now large enough to want to do it this way, we’re going to provide them a tool to do it.”
Read more: AdExchanger

CPX Interactive Rolls Out Social Media Advertising Solutions
New York, NY, March 20, 2012 –(PR.com)– Digital advertising company CPX Interactive today announced the second in a series of 2012 product launches – a suite of social media display advertising strategies. CPX leverages its unparalleled online reach to deliver social media solutions that include a dedicated social media network vertical, custom social integrated ads, in-app and in-game display units, and a managed cost per fan program for the Facebook platform. The packaging of these services is designed to help advertisers better understand new options, metrics and ROI strategies in the emerging social media landscape.
“Since the early days of the digital advertising industry, CPX Interactive has proven its ability to successfully optimize display advertising campaigns against any desired metric. Social media is simply the latest environment for online display, but the fundamentals remain the same,” said Mike Seiman, CEO and founder of CPX Interactive. “Ultimately, successful execution of these strategies is predicated on our ability to target and optimize huge amounts of quality inventory. We are now packaging them in a way that more clearly illustrates the potential for display advertising within social media.”
Read more: pr.com

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