For all the sophistication that DSPs are bringing to media buying, audience buying remains more art than science and too often undermines otherwise successful advertising strategies. Many advertisers employ an iterative test and learn process that allocates significant media…
We are now all familiar with the experience of retargeting. Visit an ecommerce website, take a look at a new pair of running shoes, and prepare to be bombarded by sneaker ads for the next three weeks. But look a bit deeper, and you’ll find lots of quirks in the…
This article is also available on Turn’s blog at http://www.turn.com/news/rtb-market-inefficiency-emerging-video-formats
Here’s a simple example of why it helps to be an early RTB adopter. Biddable video inventory is…
This article is also available on iMediaConnection at http://www.imediaconnection.com/content/28654.asp
Real-time bidding (RTB) is emerging as a highly efficient alternative to traditional network display advertising, but…
An adapted version of this article appeared on ClickZ:http://www.clickz.com/clickz/column/2137503/site-extension-practice
Big data promises a leap forward in online advertising sophistication, but many media buyers are…