Adobe Completes Acquisition of Efficient Frontier
Today, Adobe solutions are central to how digital marketing and advertising are created, managed, executed, measured and optimized. Our focus on market leadership in the digital marketing space has driven some dramatic changes at Adobe including the recent acquisition of Efficient Frontier, a leader in multi-channel and auction-based digital advertising optimization across search, display and social media.
With Efficient Frontier, Adobe delivers an industry-leading independent platform for digital ad buying to our customers. With this addition to our Digital Marketing Suite, we offer a more powerful solution for managing search, display and social media to better answer the needs of our customers. Even more importantly, we add the expertise of over 300 talented Efficient Frontier employees to our team.
Collective UK Launches Private Exchange for Premium Video Advertising
Collective has today announced the launch of a private marketplace to offer media buying agencies and advertisers real-time bidding (RTB) access to its premium video platform.
Combining Adap.tv’s RTB technology with Collective’s audience data, Collective’s private exchange will offer pre-roll video advertising space across targeted audiences and premium publishers in real-time auctions. Publishers include IPC, WWE, The Independent, Sony Music and iVillage.
The move will see Collective become the first in the UK to launch an RTB private ad marketplace for premium video programming.
“Our marketplace gives advertisers and agency partners a new way to access premium VoD inventory, but with this inventory being in such demand, we don’t see it as a low cost entry to buy video in the UK,” said Jamie Estrin, Director of Collective Video. “RTB pricing is controlled by supply and demand, and high quality premium video is always in high demand in the UK.”
The Advertising Industry’s Balance Of Power Is Changing Big Time
In today’s digital advertising landscape where complicated acronyms are ubiquitous, it is often hard to tell who is in control. In my experience, there are three main players: 1) Buyers, who are looking for ways to access media as cheaply and efficiently as possible; 2) Publishers, who it could be argued, have their heads in the sand blindly providing inventory to open exchanges in hopes of increasing the value of their inventory; and 3) Vendors, who are quietly taking advantage of the spread, buying inventory from exchanges and repackaging it as seemingly quality inventory. In addition, other vendors, seeking to arm the main players with ancillary capabilities, have created a fourth group of players and added another layer of inefficiency and complexity to the process. In the current scenarios, none of the players are truly in control, and certainly nobody wins.
Forecasts for 2012 anticipate upwards of $83 billion will be spent on digital advertising and approximately $2 billion of that will be directed toward automated systems (Real-Time Bidding (RTB), Exchanges and Private Marketplaces). These new automated methods of purchasing media create a host of opportunities and challenges for the market at large. Automation puts more control in the hands of the buyer, delivering undisputed efficiency in the buying process – the ability to target exactly the right audience, without waste – as well as the elimination of paperwork for placing and optimizing media buys.
Read More: Business Insider
4 reasons why 2012 will be the year of “Social Enlightenment”
Big data and Facebook: two behemoths that became a much bigger part of the marketer’s lexicon in 2011. Large brands, particularly, invested more time into better understanding the enormous quantities of rich social data about their consumers. And, it’s no secret that advertisers will continue to pour greater resources into social networks, both in an effort to reach existing customers as well as the vast universe of potential customers with whom they’re associated.
Case in point: eMarketer reports that global ad revenues for Facebook alone will have increased 104% to $3.8 billion and Twitter is predicted to have tripled its earnings by the year’s end.
Yet it’s apparent that brands have barely scratched the surface in terms of how they harness big data and effectively reach consumers over social media. In 2012, marketers will tap massive data sets to gain deep consumer insights that would have seemed inconceivable as recently as a year ago. Insights, that, not surprisingly, will make a tremendous and lasting impact on marketing budget allocation throughout the year and into 2013.
With all of this in mind, here are four predictions regarding the 2012 social data evolution.
Read More: SocialBeat
Cutting Through the Remarketing Clutter With RTB
Have you ever gone to a marketing company’s website and you still can’t figure out what that business does? After five minutes on the site, you leave wondering, what do they actually do?
Since the display landscape has changed dramatically in the past few years, this happens more than ever in the display ecosystem, and the plethora of solutions out there for accessing real-time bidding (RTB) inventory can be confusing.
There is a meaningful segment of marketers that say in effect – there is so much hype and so much incomprehensible talking in RTB that I’ll stick to what I know. But let me say emphatically, that would be a mistake.
RTB is worth it.
Every marketer should be buying RTB display remarketing. I suspect some of you read that last sentence and want to give a moment of silence for the part of you that died once upon a time when you tried to make some display effort of yesteryear work. Keep that justified, skeptical, and cautious guard up as we look at why this can be different.
Read More: ClickZ
Cox Digital Solutions Introduces New Entertainment Brand, Red Carpet Media
In Partnership with ABC’s OnTheRedCarpet, Offering Compelling Multi-Platform Solutions for Advertisers
NEW YORK, Dec. 6, 2011
NEW YORK, Dec. 6, 2011 /PRNewswire/ — Cox Digital Solutions today introduced Red Carpet Media, the company’s new entertainment brand. With hundreds of entertainment sites and over 15 million (comScore) unique users per month, Red Carpet Media will be focused solely on delivering powerful solutions among entertainment content. Red Carpet Media will offer the same transparency, brand safety, and customizable solutions for advertisers, with the added benefit of compelling advertising usually reserved for single site media buys or portals including roadblocks, skinning, video, sponsorships and more.
In addition to reach across their entertainment sites, Cox Digital Solutions has exclusively partnered with ABC-owned OnTheRedCarpet (OTRC), a premium entertainment site reflecting a positive spotlight on style and celebrity. With front row access to premieres, award shows, and special events and a weekly 30-minute TV show and iPad app, OTRC offers advertisers a true multi-screen experience. Some of the opportunities on OTRC available through Cox Digital Solutions’ Red Carpet Media include: newsletter sponsorships, pre-roll video, and iPad app, after party and ballot sponsorships, just to name a few.
Read More: Reuters
24/7 Real Media Adds Panache, Ups Video Arsenal
Bolstering its streaming services, WPP’s 24/7 Real Media has acquired video ad software and services company Panache. Financial terms of the deal were not disclosed.
24/7 plans to fully integrate Panache’s digital video ad technology into its Open AdStream ad management platform, giving advertisers greater reach and publisher selection.
“Panache’s technology capabilities and extensive selection of video ad formats are unmatched,” David Moore, founder, chairman and CEO of 24/7 Real Media, said Tuesday.
Along with rival ad firms, 24/7 has sought out new and more creative ways to connect digital ad dollars with premium online inventory. Most recently, it rolled out an expansion to Open AdStream dubbed 24/7 Connect.
Read More: MediaPost
