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Posts Tagged ‘demand-side platform’

02/27/12
Amanda Maffey

News of the Day


PubMatic Announces PubDirect, the First Private Marketplace to Enable Premium Publishers to Optimize Guaranteed and Non-Guaranteed Display Inventory Across Platforms

NEW YORK–(BUSINESS WIRE)–PubMatic (http://www.PubMatic.com), a media technology company that enables premium publishers to realize the full potential of their digital assets, today announced PubDirect. PubDirect is a new management suite of tools and services powered by PubMatic’s optimization engine that accelerates the publisher’s ability to monetize their guaranteed and non-guaranteed inventory in a private marketplace that covers all demand channels.
“Top publishers struggle to directly offer comprehensive premium and reach solutions to advertisers,” said Rajeev Goel, Co-founder and CEO of PubMatic. “With PubDirect, we are introducing a unified optimization engine and insights for publishers to package in the best way to ensure that they meet the needs of their advertisers and don’t miss new revenue opportunities.”
The PubDirect suite of management tools offers premium publishers what they need to navigate the increasingly complex digital marketplace.

•Unified Optimization Engine allows publishers to monetize guaranteed and non-guaranteed inventory against multiple demand sources with a unified strategy to maximize publisher revenue at the impression level.

•Audience Direct gives publishers the ability to respond to the growing demand for audience buys by helping them to create and manage the variable value of their audience in real time. By combining first-party and third-party data sources, publishers can sell audience- targeted campaigns on a guaranteed basis using their existing ad server relationships.

•Deal Management enables pricing and brand controls and enhanced floor and deal modeling to help publishers do more than examine campaign performance. PubDirect tools and services facilitate action.

•Unified Insights enable publishers to understand their inventory and revenue across guaranteed and non-guaranteed sales channels and delivery platforms. In addition, publishers can identify and package new revenue opportunities and easily access PubDirect via their iPad. This first-ever iPad application allows publishers to conveniently view performance at anytime and from anywhere.
Read more: BusinessWire
The ABCs Of DSPs
To the uninitiated brand marketer, the term demand-side platform, or DSP, can be very intimidating. When one ventures into the nascent world of video DSPs, where the definition often changes from provider to provider, things get even more confusing.

DSPs have made a nice foothold in display advertising, and while they are attempting to provide value to video marketers, the technical differences between display and video are forcing some to stretch their claims.

It’s a bit like getting a massage. One service can differ greatly from the next. A Napa Valley resort might offer stress-relieving hot rock massages, or you could endure some of the torturous, yet effective, sports massages I’ve experienced in my past life as a runner. Of course, the massage hawked on Las Vegas Boulevard is a completely different animal (so I’ve heard). Just as the treatment (and resulting sensations) can vary, so too can the promises of each DSP.

A. Brand Safety By their very nature, ad exchanges offer little transparency into the content or pages where their inventory resides. As a result, DSPs are often unable to utilize brand protection in these environments.

Consequently, most video DSPs that promise “superior brand protection” are really offering “implied brand protection,”aka. placing sites in predetermined buckets. This strategy works some of the time, but we all know that premium news sites, for example, carry professionally made content about natural disasters, violent crimes, and other topics not fit for brand adjacencies.
Read more: MediaPost

01/12/12
Adam Glantz

News of the Day


Why An Independent Buy-Side And A Sell-Side Makes Sense… For Both Sides

There has been a lot of discussion of late about convergence between the buy and sell side – with a number of large players trying to build their own end-to-end stack. Here Joe Zawadzki, CEO at Mediamath, argues that an independent buy and sell side is in the best interests of the industry.
There is an interesting question being posed in ad tech right now: should the buy side and sell side be allowed to coexist within the same platform? Put another way, how much does focus and loyalty to a specific class of customer matter?
It turns out, a lot, for at least three big reasons:
Conflict.
In finance, playing both sides is what precipitated the financial crisis of 2008. Investment banks that had CDO factoring capabilities as well as retail clients to buy them – buy-side and sell-side – were at the heart.
They knew what clients wanted and how much they had to spend, their risk tolerances and rating systems.
Read more: EXCHANGEWIRE
CEO Trefgarne Says Video Ad Serving Core Differentiates LiveRail From Competitors With Display Legacy

Mark Trefgarne is Co-Founder and CEO of LiveRail, a video advertising technology company.
AdExchanger.com: Let’s start with a little background on you. How did your consultancy lead to video advertising technology?
MT: We started LiveRail about four years ago, which came out of a consulting company that I was running in London. The founding team for LiveRail was all working there. As part of the consulting business, we were helping clients develop and plan their Internet strategy – from small, local businesses to publicly-traded companies. Soon after, we built out some of the applications that we recommended to our clients for their online advertising strategy which included building out their intranet or e‑commerce system.
So, four years ago, when Google bought YouTube, there was a “lightbulb” moment that video was moving online. It was a time when video podcasting became a big deal. It was clear at that point that there was a path to a future in which all TV gets consumed over the web and we thought there was a big business opportunity to help content creators and advertisers.
Read more: AdExchanger
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01/09/12
Amanda Maffey

News of the Day


Wall Street Keen On Internet Prospects, But Touts Commerce Vs. Ad-Supported Players

The influential Wall Street equity research team at J.P. Morgan released a 2012 outlook for the online industry saying it “remains positive on the Internet sector,” and expects the medium to “be driven by strong secular growth, increased online accessibility through smartphones and tablets, and strengthening trends around social, local and video.” That said, the securities firm said its favorite picks for the year are not the Internet’s ad-supported biggies, but major e-commerce players Amazon and Priceline.

“Amazon and Priceline are our top picks for the year,” opined lead Internet analyst Doug Anmuth in a note to investors, adding: “We continue to like Google at current levels, but believe the risk/reward is now more favorable in these other large-cap names.”

While J.P. Morgan did not tout any specific online advertising players, it is positive on the overall sector, noting that online ad spending will continue to be driven by display and is expected to rise about 16% in 2012.

“We expect online advertising to continue to see strong growth, driven by increasing consumer consumption of digital media and increasing allocations of branded ad budgets online,” the report reads, adding: “Consumers have greater touchpoints to digital media through the rapid adoption of mobile devices and tablets, supported with higher engagement trends through the use of social media and networks. We believe consumer time spent online will continue to increase, and the online advertising dollars to follow.

Read More: MediaPost

Brands Will Choose Online Video Over Display Ads in 2012: Adap.tv
Study shows that advertisers will increase online video spending this year, and that brands want viewer engagement.

Adap.tv completed a research report on the digital video industry shortly before the recent Streaming Media West conference in Los Angeles, and company co-founder and vice president of product Teg Grenager sat down at a red carpet interview to share some of its findings.

This is a good time to be in the online video advertising space, as nearly all the advertisers surveyed said they were sure they would increase their online video spending this year. In previous years, advertisers were more hesitant to jump in.

“This year there were some very interesting findings. The industry is changing and maturing a little bit,” said Grenager, noting that the market was due for significant growth.

That extra spending has to come from somewhere, and the loser in advertising budgets looks to be display advertising.

“Digital video actually is, in some ways, a replacement for some of what display was trying to achieve. It’s trying to achieve branding on the Web, and digital video’s just much better at that,” Grenager noted.

Advertisers’ goals are also changing this year. In previous years, they looked to online video ads to build awareness. Now they want brand engagement with their ads. Noting that engagement is more a tactic than a goal, Grenager explained that viewers who engage with an ad in some way are more likely to think about that brand and see it favorably.

Read More: Streaming Media

DataXu Thinks Global, Acts Hyper-Local: Acquires Europe’s Mexad

In a move it says gives it the biggest global footprint of local manpower of any demand-side platform (DSP), DataXu has acquired London-based Mexad, a leading European DSP with offices in Western Europe and Brazil. Both companies are privately-held and terms were not disclosed, but DataXu Co-Founder and CEO Mike Baker says the acquisition gives DataXu a competitive advantage in a sector that increasingly is about local service and market knowledge.

With 36 employees, Mexad manages real-time bidding campaigns and inventory in about 60 countries in Europe and Latin America, complementing DataXu’s local market knowledge in North America, he says.

“They have an on-the-ground presence in all the major markets in Europe right now,” Baker tells Online Media Daily, adding that “feet-on-the-street” is becoming a key differentiator for the DSP business, because it’s not just about having the best software, algorithms and access to RTB inventory that determines success in local markets, but understanding local cultures, ways of doing business in specific markets, and the ability to advise and service local marketers and agencies in those markets.

Read More: MediaPost

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