DataXu Launches DX3 Platform Integrating Social, Video, Display, Mobile

DataXu will release the next generation of its digital marketing platform, DX3, to support advertisers through audience, inventory, campaign management, and analytics. The platform, which will launch Monday, allows marketers to optimize across profitable audience segments, media channels, and creative messages. DX3 combines demand-side platform (DSP) features with attribution management. It combines social, video, display and mobile, with search on the way.

Consider that DX3 makes 300 million decisions per second and 1 trillion decisions an hour, as data updates to understand the technology required to support a maturing ad industry. DataXu claims that impression-level multivariate decisioning reduces media costs by up to 60%; and audience overlap management, such as de-duplication between data sets, yields 25% return on investment and 20% reduction in data costs.

Through a dashboard powered by machine-learning technology, DX3 provides advertisers like Scripps Networks with programmatic buying of ads across display, social, mobile, and video, and premium private, guaranteed, and exchange-traded media. It supports Active analytics to convert consumer and campaign insights into actions in real time. Unified audience management combines first and third-party data to create custom audience segments. And Multitouch attribution allocates spending to the best-performing media channels.

Read More: MediaPost

Rocket Fuel Platform Defines Value Of Facebook Ad Campaigns

Rocket Fuel will release technology Monday that helps marketers understand the value of Facebook ad campaigns as a stand-alone strategy or when integrating the medium with mobile, display and search. Social Booster for Facebook automates creation, monitoring and management through intelligent bidding, multivariate creative testing, segmentation, automated optimization, and cross-channel analytics. The data includes first- and third-party, social, Web, weather, search, retargeting, and more.

The platform optimizes campaigns every 10 minutes. It can build mass-scale audiences by understanding how the smaller segments — micro-segments — operate, according to Richard Frankel, Rocket Fuel president and cofounder. “If you build lots of them, you can build super-scalable media for major brands to better understand in greater amount of detail how consumers interact with brands,” he said.

The age of audience buying is over, replaced by micro-segments, Frankel said. Rather than treating 20 million people as men ages 25 to 34, break down the massive segment into smaller bits — for example, 26-year-old single men who live in Wichita and buy electronics. The challenge is that to make it work for a big marketer you need many, he said.

Read More: MediaPost

Involved Media Announces Partnership with The Trade Desk

Offering Full Spectrum of Powerful Social Ad Tools, Involved Media Becomes Most Advanced Social Ad Platform

NEW YORK–(BUSINESS WIRE)–Involved Media, a leading social advertising platform that provides digital media advertising technology and managed services on the social web, announced today that it has partnered with “The Trade Desk,” a leading Demand Side Platform (DSP). This partnership allows each company to leverage the strengths of each – Involved Media gains a key display partnership and The Trade Desk gains a key social media partner. Together, these developments will allow advertisers to better identify high value prospects and deliver a stronger ROI across social, display, video and mobile ad buys, as well as provide media agencies and brand advertisers with a holistic view of the target consumer and all activity attributions.

“With the increased popularity of DSP’s and integral role they have in developing strategic and impactful advertising campaigns, we are thrilled to partner with Jeff Green and The Trade Desk,” said Neal Weinberg, Partner and Founder of Involved Media. “The powerful combination of our company’s social advertising capabilities and our DSP partnership with The Trade Desk offers clients unique and compelling advertising solutions. The Trade Desk’s insights into the future of display advertising brings a competitive advantage to our customers.”

Read More: Businesswire

Advertisers Follow Audiences into Games
Broadening demographic reach makes entertainment software appealing for branding campaigns.

Roughly $1 billion will be spent this year on ads in games in the United States, according to PricewaterhouseCoopers, and the figure is predicted to increase by a third in the next four years.

The bulk of this money will be targeted toward casual games: simple puzzle or word games that can be played for short stretches of time on a mobile device or in a Web browser. Casual games are attractive to advertisers such as Sprint and Esurance (an auto insurance company) because they are as popular with middle-aged women as they are with the adolescent males who are the stereotypical enthusiasts of Xbox and PlayStation consoles.

“Gaming has shifted from a young male pursuit to much more of a mainstream activity,” says Paul Verna, who follows in-game advertising for eMarketer, a New York–based digital consulting group. “If you are a 45-year-old mother, there’s very likely a game out there that appeals to you, and it will probably have nothing to do with what your son is playing.”

By eMarketer’s estimates, there are now roughly 90 million casual gamers in the United States, more than double the number of gamers who regularly play on consoles. And the number of casual gamers is expected to continue to grow thanks to the increasing popularity of smart phones and tablets.

Read More: Technology Review

Aol Sales Chief Brody Discusses Ad Strategy And The New Aol DSP – AdLearn Open Platform

Ned Brody is Chief Revenue Officer and President of AOL Advertising.

Brody sat down with AdExchanger.com and discussed Aol Advertising strategy and momentum.

AdExchanger.com: Can you update us on the latest regarding Aol’s technology stack strategy?

NB: The first time we sat down, I said that Aol will be focused on providing a technology stack that will allow everyone to play – from the SSP (sell-side platform) all the way through the DSP (demand-side platform) market. We’re actively executing on that strategy today.

And, one of the first things you’ll see from us is something called AdLearn Open Platform. AdLearn Open Platform is a DSP product that takes the UI of a DSP and allows companies that want to participate to both bid into Aol’s inventory as well as all the other inventory sources in the marketplace.

It offers the capabilities of AdLearn from an optimization perspective – AdLearn being our core decisioning engine that drives, frankly, all the benefit and profitability that the ad.com display business gets. So, we’re bringing just a little bit more to the market than you might commonly see in a DSP. It’s really a DSP plus optimization, plus the inventory and opportunity to participate.

Read More: AdExchanger

CITRUS Publisher’s Platform, End-to-End

What could bring under one tent, Scripps Networks, the National Hockey League, Cox Media Group, InvestingChannel and Martini Media?

Crowd Science and their CITRUS audience measurement, segmentation and targeting publisher’s platform, just unveiled at the 2011 IAB MIXX Conference & Expo in New York.

CITRUS aggregates the data in a single closed-loop, first-party solution that leverages a publisher’s own data and converts low-value run-of-site ad inventory into premium-branded segments.

“Publishers are in desperate need of solutions that help them monetize more of their valuable audience,” says Corey Leibow, Crowd Science CEO. “CITRUS gives publishers back ownership of their audience data so they can increase ad sales and grow CPMs. In turn, their advertisers are able to find more of the valued segments they seek and improve campaign performance.”

Current clients include a variety of media players, including Turner Networks, PC World, Viacom, Meredith and Everyday Health. Early Beta results found an uptick in high-value audience segments of 10% to 50% compared with standard ad targeting or third party segmentation solutions, and in some cases, lift as high as 300% to 500%, depending on the segment. 

Publishers can either pay a fee for CITRUS or sign up for the all-you-can-eat option with no fees and all platform access.

Read More: Brand Channel

Datalogix and Polk Launch Newly Enhanced Automotive Online Advertising Segments
Segments re-engineered to align with automotive digital marketing strategies and to capitalize on seasonal opportunities.

WESTMINSTER, Colo., Oct 11, 2011 (BUSINESS WIRE) — Datalogix and Polk today announced the launch of a new suite of automotive advertising audience segments to help automotive marketers and their agencies reach the most accurate consumer set.

This new segment strategy is designed to:

– Coordinate with automotive marketers’ digital advertising methods

– Present automotive marketers with breakthrough opportunities to advertise to consumers who are in-market to buy specific vehicle styles or makes

– Support customer retention and conquesting campaigns by allowing auto marketers to reach consumers based on likely current vehicle ownership

View the new Datalogix and Polk Automotive Audience Segments.

Datalogix and Polk have also tackled seasonal opportunities by recently launching 11 new audience segments focused on consumers ready to take advantage of year-end automotive sales events.

The new Datalogix and Polk segments include prime buyers in categories such as alternative fuel, crossover vehicles, midsize cars, pickup trucks, luxury vehicles and more. Seasonal programs like this will continually become available to marketers as opportunities arise.

Read More: MarketWatch