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Posts tagged with Rtb

digital marketing statistics

10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include personalisation, how rich people use social, mums on Facebook, online video ads, real-time bidding, and digital news publication.

For more digital marketing stats, check out our Internet Statistics Compendium.

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The ad network emperor has found his new clothes in RTB

One thing is certain: RTB is going to continue to grow, and is already established as the de facto transaction protocol for remnant display buying and selling.

The ad network Emperor has found his new clothes in RTB. This now being settled, why would any premium publisher want to RTB-enable their premium direct inventory?

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Automation for the premium

Finally, automation is here, and there's little doubt it is fundamentally changing our industry, powered by sophisticated yield optimisation algorithms and platforms offering the ability to bid on each impression served.

So, can we finally throw away our manually generated insertion orders, and book every campaign systematically? Can media owners connect up their platforms to the cloud, and walk away?  Will market forces replace expensive sales people?  

As RTB accounts for only 12% of display trading, it's clear there's still a long way to go. Certainly, automation is growing rapidly, but it's still fair to say that most automated campaigns are focused on the lowest value inventory.  

Similarly, the vast majority of inventory traded in automated systems is still considered remnant and would be otherwise unsold. 

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Cutting out complexity to deliver value in today’s ad tech world

As we begin 2013, we have already seen activity that points towards a shakeout in the advertising technology industry.

In the space of one week, we saw MediaMath buy Akamai’s Advertising Decision Solutions unit, AppNexus secure $75m funding, part of which will be used for acquisitions, and ad exchange business adBrite shut down its operations.

And we are likely to see greater industry consolidation as we continue through the year. So what's important when it comes to technologies in today's ad tech environment?

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Display success cannot be built on technology alone

The display space has been the subject of numerous exciting innovations over the course of 2012, resulting in some fantastic growth in the industry.

Europe’s online display ad spend for 2012 will reach £3.8bn, and grow at a rate of 13% to be £6.2bn by 2016 – all extremely healthy signs that the sector is on the up. 

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Why does Europe lag behind the US in adoption of Real-Time Bidding?

Real-time bidding (RTB) is a small, but rapidly growing part of the overall display advertising market, which is billed as a way of giving agencies and advertisers better control of their ad buys and costs.

Last year eMarketer predicted that RTB spend in the US will reach $7.1bn by 2016 - nearly a third of the display ad market - up from $1.9bn in 2012.

However RTB also receives criticism for being too complicated, overly expensive and offering poor quality inventory.

With this in mind, AdMonsters and PubMatic have published a new report that examines publisher attitudes towards RTB.

AdMonsters distributed an online survey to its European publisher contacts and carried out several in-depth interviews with experienced RTB users in both the US and Europe.

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Amazon to launch RTB in 2013: report

Amazon may be the world's online consumer retail giant, but don't let that fool you: the company isn't content with being the Walmart of the web.

Already, Amazon has become a leading player in the cloud computing space, and in 2013, it's coming to Madison Avenue, perhaps in a big way.

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Are pre-roll video ads going the way of display ads?

Despite its many critics, television advertising is a $100bn-plus a year market. So it's not entirely surprising that the market for online video ads has evolved to look a lot like its offline counterpart.

There's the desire, now being realized, for digital up-fronts. There is a growing focus on channels. There are Hollywood-like deal structures. And, of course, the pre-roll is the dominant ad unit.

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Facebook Exchange (FBX): What we've learned so far

There has been no bigger news this year in the world of digital advertising than the launch of Facebook Exchange (FBX). The implications are many.

It opened up a gigantic pool of inventory in the hottest sector of ad tech: programmatic buying or, more specifically, retargeting.

Furthermore, it brought together Facebook API buyers and DSPs in a way that companies are still trying to figure out, and overnight, it created competition, in terms of attention and dollars, for Google’s advertising juggernaut, DoubleClick Ad Exchange.

Now that it’s been almost five months since AdRoll and a handful of other tech companies have joined the FBX alpha, we thought we’d share the key things that we’ve learned about this exciting new channel.

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Real-time bidding soars, expected to be $7bn market by 2016

Real-time bidding (RTB) may be a source of concern and confusion for both media buyers and sellers, but that isn't stopping adoption of RTBs.

According to a report published this week by sell-side platform Index Platform, the number of RTB impressions sold via its platform jumped nearly 30% in the first and second quarters of the year. What's more: growth was driven by both major advertisers, which accounted for 57% of all spend in Q2, and local advertisers, which increased their spend by nearly 50% quarter-over-quarter.

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‘Programmatic’ is not just RTB

Any time I mention the word ‘programmatic’ in a meeting or on a call, people immediately assume that we’re talking about RTB, and the focus of the discussion will centre around remnant inventory.  

For some reason, ‘programmatic’ has become shorthand for ‘RTB’. But this is definitely not the case, as ‘programmatic’ should be, and is in fact, equally as applicable to the premium tier as it is to low-value inventory.

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Passing the Big Data point of no return

We have passed the point of questioning the value and capabilities of Big Data on business success. In progressive organizations it now holds a seat at the table as a crucial resource to business. Companies have realized that there are major opportunities to use the data they already have and apply new insights across their business for incredible results.

Cloud technologies, and the advancements in data analysis give foundation to accelerating the trend. Advanced technologies like active analytics (“decisioning”), advanced algorithms, etc. are proving to be extremely effective at fueling the Big Data engine. In the new world we live in, data isn’t something to be stored and ignored, but analyzed and utilized for its valuable insights.

Big Data analysis has proven to be invaluable at helping driving decisions across organizations—from pricing and distribution decisions, to product and marketing insight—spreading a trend of ROI from end to end. There is no doubt, Big Data is now mainstream.

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