AOL To Debut New Campaign Platform
Investing further in ad services, AOL is expected to debut a centralized platform for campaign optimization, expansion, and real-time bidding capabilitiesTuesday.
The AdLearn Open Platform (AOP) — an extension of Advertising.com’s current AdLearn technology — is, in part, AOL’s answer to the rise of real-time marketplaces.
“With AOP, we are providing advertisers and agencies access to the power of our platform … as the industry evolves to real-time marketplaces,” said Ned Brody, Chief Revenue Officer at AOL.
Using the new platform, marketers can centrally manage campaigns across what Brody calls the largest market of real-time bidding inventory available, including all major RTB exchanges, as well as bidded access to AOL, Huffington Post and Ad.com’s inventory.
It also includes inventory from the recently announced display ad agreement between AOL, Microsoft, and Yahoo.Marketers will have the option to use the AdLearn Open Platform through self-service or managed service solutions
The State Of Rocket Fuel: CEO John Sees Impressive, Real-Time Bidding Impact
George John is CEO of Rocket Fuel, an online advertising technology company.
As part of its “State of…” series of articles with industry executives, AdExchanger.com spoke with John to discuss his company, his views on the space, and the state of Rocket Fuel today.
Click below or scroll down for more:
•RTB Impact On Display •The Ad Network & Company Positioning
•Revenue, Momentum •Trends Ahead for 2012 and 2013
•Mobile, Social And Rocket Fuel
AdExchanger: Are you seeing the impact you originally anticipated with real-time bidding (RTB) for PC‑based display?
GJ: It’s much better than I thought. If you consider the layers of sophistication around leveraging exchanges and liquid inventory, where “1.0″ was the original Right Media Exchange, and you’d log in and define your targeting rules and your bids, then “2.0″ was real-time bidding – but it doesn’t add anything to that style of buying.
Read more: AdExchanger
The new targeting strategy you should know
Replacing the dinosaur in the cockpit Can a major construct of an industry that is only 15 years old be considered a dinosaur? It may seem counter intuitive, but in an industry where the landscape is as quickly evolving as online advertising, the answer is yes. The fact that we are relying almost solely on the same cookie-based targeting strategies that were born at the dawn of the industry is like allowing a Tyrannosaurus to pilot a jet plane.
From the beginning, cookie-based behavioral targeting attempted to leverage the strengths of the online world while downplaying its limitations. But, this online targeting relic has begun to show its age, and while the expectations of online marketers have evolved, the strategies for targeting online audiences largely have not. Now more than ever before, there is a desire for a new targeting paradigm that delivers on the promise of pinpoint focus and scalable reach. Our complex and powerful jet plane of an industry deserves a pilot with more finesse than a prehistoric carnivore.
IP audience targeting is an online targeting strategy that brings the strength, accuracy, and flexibility of offline direct-mail campaigns into the online era by mapping IP address ranges to real-world addresses and leverages the publically available information known about those addresses. Continuing the analogy, partnerships between old-school, offline data-crunching tech companies and online distribution engines are now replacing the Tyrannosaurus in the cockpit with skilled and stealthy Air Force academy graduates.
Read more: iMEDIACONNECTION
DoubleVerify Offers Data To RTBs
To further pique interest in online ad verification among buyers and sellers, DoubleVerify is expected to make its services available to real-time bidder (RTB) exchange environments. Specifically, the ad verifier is making its data available to agency trading desks, ad networks and DSPs.
In the first of several planned RTB integrations, DoubleVerify’s data will be applied to campaigns running through the AppNexus platform.
“Bidders can buy brand safe inventory at scale with confidence, and avoid paying for impressions that are not targeted, safe or relevant for the brand,” according to Oren Netzer, CEO of DoubleVerify.
Driven by rising digital advertising budgets, online ad verification has become big business. Quantifying its worth, comScore agreed to buy ad verification company AdXpose for $22 million late last year, while earlier in 2011, DoubleVerify closed a respectable $33 million funding round.
The verifiers, however, say they’re not the only ones benefiting from their rise in prominence. According to DoubleVerify’s semiannual Trust Indexes, advertisers and networks are increasingly standardizing brand protection and compliance verification as part of their media buys.
Read more: MediaPost
Report: Video Accounts For Half Of All Mobile Traffic; Android Biggest For Mobile Ads
Mobile video now accounts for half of all mobile traffic; and on some networks, that number is as high as 69 percent — a testament to the rise of smartphones and tablets as the mobile devices of choice for consumers, and their growing interest in using these devices to do a lot more than just make phone calls.
The data, from quarterly report on mobile data usage out today from mobile analytics firm Bytemobile, also found that Android is generating more mobile ad volume than iOS devices, and that Google now accounted for 75 percent of ad-generated data across all platforms.
Bytemobile says it has collected this data from a cross-section of its mobile carrier customers. It focuses on usage of two main platforms, Apple’s iOS and Google’s Android.
As many have already suspected, tablets are driving significantly more data traffic than smartphones. On Apple’s iOS platform, an iPad user generates three times as much traffic as someone using an iPhone; while on Android, the figure is twice as much when comparing Android tablets and handsets
Read more: TechCrunch
Real-Time Advertising Bidding Offers Publisher Control
As publishers attempt to make online advertising a profitable and engaging business model, real time bidding on Web inventory by prospective clients is becoming more prevalent. Conde Nast launched a private Web ad exchange with AdMeld for select clients in late 2011, and now smaller publishers are getting in the game.
Tech company Casale Media designed real time bidding (RTB) platform CasaleX after several clients expressed interest in the burgeoning model. Andrew Casale, VP of strategy, says the draw of real time bidding lies in publisher control. “There are two extreme models of real time bidding for publishers,” says Casale. “The first is when a publisher has all their inventory in a private exchange, so a human interaction is necessary for a sale to take place.” Another option is for publishers to place online space not sold during more traditional sales efforts on the virtual block. Casale client GateHouse Media, a local newspaper network, sells the majority of its ad space through the RTB platform.
Casale says that valuable space, like homepages, are landing top dollar through the live bidding process.
Read more: Folio