Forrester: RTB in its “Sophomore Year”
Forrester lead analyst Joanna O’Connell gives a great presentation at this year’s OMMA RTB on where we are in the evolution of programmatic buying.
The Battle of the Machines – The Real-Time Advertising Era
Together with our great partners at Improve Digital, we produced a great primer to this real-time advertising world. Enjoy!
How the Portals Can Win Again (via AdAge)
How can programmatic buying drive more revenue for some of the largest, most valuable publishers out there? MediaMath CEO Joe Zawadzki gives some concrete suggestions on how selling 90% of their inventory through programmatic, real-time channels can drive tremendous revenue and profits. (via AdAge)
AOL and Yahoo have traditionally been the kings of online advertising, but technological change happening all around them threatens their dominance. More and more inventory is being bought programmatically. Where the portals once provided a “one-stop shop” to scale, technology can now provide scale, along with a host of other benefits.
The portals still enjoy tremendous brand equity and huge user bases, not to mention premium publisher prices and enormous inventory. The evolution of machine buying does not have to be bad news for their future — if they can break the mold. (more…)
Math Woman Emily Scott on Big Data (via MediaPost)
How are brands using technology & data effectively? Math Woman Emily Scott from Kayak provided a few quick thoughts at last month’s OMMA event (via MediaPost):
Emily Scott, director of marketing at online travel site Kayak, says it’s not an either/or proposition when it comes to using parties. You know, first or third party sources of data.
Speaking on OMMA’s “Treading Water” panel this morning, she says Kayak experiments with using third-party data for its targeting purposes, especially when its own first-party data isn’t delivering what it needs.
“For me, the first question is what do I want to achieve. If I can’t find that with the data I have, we look at what other data we can get from other partners,” she said, adding that while “audience-buying, obviously has become huge,” there’s still a lot of value in using inferential data like contextual targeting. (more…)
Ad Tech’s Simplification Challenge
by Joe Zawadzki, CEO, MediaMath
This opinion piece originally appeared in Digiday last November. In light of the recent IAB Leadership session, where the author, Joe Zawadzki, spoke about the ecosystem’s challenge to focus more on client results and ‘moving product off shelves,’ we thought this piece could use some dusting off. -MathMen staff
Machine buying has already transformed advertising and media, but we in the industry are holding back its full expression by focusing too much on the how and not the why.
An inside baseball conference or panel is littered with the jargon of the day: APIs, RTB, DSP, SSP, QPS, S2S. The short-hand makes for efficient conversation for the initiated, but leaves the true end customer — the CMO, CEO, or CFO of the Fortune 1000 brand – annoyed. And rightfully so. We’re like the foodies in Portlandia, tracking the provenance of a chicken down to its local roots, boring our tablemates by extolling the virtues of free-range, grain-fed, and heirloom New Hampshire Red poultry. (more…)
Data Story 2 – Supply Matters
There’s a lot of great supply out there via exchanges (both open exchanges and private marketplaces), SSPs, and networks. But just how unique is their supply?
Data Story 1 – The Publisher is Not Dead
We studied 51 campaigns and 1B+ impressions and discovered that Publisher Mix was the single largest predictor of campaign success.
