time bidding

drag2share: Millennial Media Has Just Done A Huge Mobile Ad Deal With AppNexus (MM)

source: http://feedproxy.google.com/~r/businessinsider/~3/roNVYWOoVVE/millennial-medias-new-mobile-ad-exchange-with-appnexus-2013-9

AppNexus, Brian O'Kelley

Millennial Media, one of the larger mobile ad companies, has joined with AppNexus to create a formidable joint venture it is calling the Millennial Media Exchange.

The move is yet another indicator that the mobile adtech space is consolidating fast into a handful of big players. Twitter, for instance, just acquired mobile adtech company MoPub for $350 million in stock.

The deal would create a mobile marketplace that, by one measure, would make it bigger than the one offered via Google. Millennial previously claimed that its acquisition of Jumptap put it level with Google in market size for so-called “third-party display” ads, meaning ads that show up in mobile apps.

AppNexus is one of the largest New York-based digital adtech companies, with 500 employees and $141 million in venture funding. Its strength is in web buying and only recently did CEO Brian O’Kelley turn the company to focus more on mobile. It is widely expected to be considering an IPO in the near future.

Millennial IPO-ed in 2012, and recently acquired Jumptap. It now has roughly $241 million in combined annual revenues and 350 employees. Jumptap gave Millennial a real-time bidding, “programmatic” buying platform to add to the premium publisher inventory it was offering in its ad networks.

In simple terms, the deal with AppNexus gives AppNexus’s ad buying clients access to Millennial’s sales inventory and its Jumptap buying platform. It combines a huge array of buyers with a huge array of sellers, in other words.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , ,

Wednesday, September 18th, 2013 news No Comments

drag2share: RTB Or Real-Time Bidding Is The Future Of Digital And Mobile Advertising

source: http://feedproxy.google.com/~r/businessinsider/~3/46rBvt5ebIg/rtb-or-real-time-bidding-is-the-future-2013-9

BII_RTB_CTRsReal-time bidding is a kind of automated or programmatic buying of advertising placements.

It is to digital advertising what high-frequency trading is to Wall Street. It involves computerized, algorithm-driven trading that allows for quick buying of ad impressions according to pre-set parameters. Recently, Twitter is the latest tech company to enter the RTB race with this month’s acquisition of MoPub, an ad exchange with a real-time bidding platform.

On the desktop, programmatic or automated buying of display ads has already made huge inroads. Its advocates say that it has led to a more transparent and efficient digital ad market. But it is in mobile where programmatic buying may make the most difference. That’s because smartphones are advertising platforms that we carry in our pockets, and with RTB that means marketers can reach us in real-time, and target potential customers according to location and context.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , , ,

Friday, September 13th, 2013 news No Comments

Nearly One-fifth of US Display Spending Will Be Automated This Year – eMarketer

source: http://www.emarketer.com/Article/Nearly-One-fifth-of-US-Display-Spending-Will-Automated-This-Year/1010156

Programmatic buying will continue to gain a greater portion of display spending in the US this year, according to eMarketer’s latest estimates on US real-time bidding (RTB) and digital display advertising.

The growth of RTB comes as more advertisers familiarize themselves with a complex automated buying ecosystem, and seek to reach audiences through a more targeted, and—in some cases—cost-effective process.

eMarketer has revised its projections for RTB digital display advertising in the US upward, due to upward revisions in the overall digital display ad market.

The company’s latest forecast of US ad spending predicts marketers will spend $3.34 billion this year on real-time-bidded ads, up 73.9% from last year. Previously, in June, eMarketer forecast RTB spending would reach $3.32 billion, for growth of 72.7%. eMarketer has similarly revised upward growth rates and total dollars spent on RTB for future years. eMarketer now expects US advertisers to spend $8.69 billion on RTB ads by 2017, up from $8.51 billion previously forecast.

Tags: , , , , , , , , ,

Friday, August 23rd, 2013 news No Comments

drag2share: INFOGRAPHIC: Mobile Real-Time Bidding Ad Ecosystem

source: http://feedproxy.google.com/~r/businessinsider/~3/RgW6X0LHRBc/mobile-real-time-bidding-ad-ecosystem-2013-55

Real-time bidding, or RTB, is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. The auctions take place in milliseconds as advertisers bid on the right to show you an ad immediately after you open an app or click to a new web page.

On the desktop it’s a powerful technique to deliver the right ad to the right consumer at the right time and place. On mobile, it could be more powerful since consumers take their devices everywhere — to the mall, the car dealership, Starbucks, etc.

In a recent reportBI Intelligence analyzes programmatic bidding and real time bidding, analyze how it may help solve the mobile advertising CPM problem, and detail its recent impact and successes.

We also examine the potential obstacles to its widespread adoption, and lo! ok at ho w the holy grail of mobile advertising – controls and efficiencies – may be reached through its use.

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Take a look at this infographic from our report:

Slide2


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , , , , , , , , ,

Friday, May 24th, 2013 news No Comments

Amazon’s Brand New Ad Business Is Already Massive (AMZN)

Source: http://www.businessinsider.com/amazon-is-doing-500-million-a-year-in-online-ads-2013-1

Jeff Bezos

In December we told you that Amazon had entered the ad exchange business, offering advertisers real-time-bidding on ad space targeting its users via tracking cookies.

Amazon’s entry into RTB is huge because it puts the company in direct competition with Google and Facebook, who operate their own RTB ad targeting services. Facebook’s exchange, called FBX, is expected by some to generate $1 billion in annual revenue. Amazon’s exchange has the potential advantage of allowing advertisers to target people on whom Amazon has a huge amount of historic purchase data — which is often the gold standard for advertisers.

Now a report in MIT Technology Review estimates that the size of Amazon’s ad business is already $500 million a year:

… compared to Google and Facebook, advertising has been a relatively small and low-key business for Amazon. It brought in about $500 million of Amazon’s $48 billion in revenue in 2011, Baird & Co. senior research analyst Colin Sebastian estimates. Mostly this came from selling ads on its own websites.

“Relatively small and low-key”? Hmm.

A half-billion dollar revenue base after less than a year in business looks a bit more exciting than that.

SEE ALSO:

Tags: , , , , , , , , , , , , ,

Tuesday, January 22nd, 2013 news No Comments

Amazon Launches An Ad Exchange To Rival Facebook And Google (FB, GOOG, AMZN)

Source: http://www.businessinsider.com/amazon-launches-an-ad-exchange-to-rival-facebook-and-google-2012-12

Jeff Bezos

Amazon has created a real-time bidding ad exchange, according to Adweek, putting it in a head-to-head battle with Facebook and Google for so called retargeting dollars.

Here’s how it will work: If you’re browsing on Amazon but decide not to buy that DVD of “Star Wars,” Amazon will drop a tracking cookie on your browser. When you go elsewhere in Amazon’s exchange network — which includes Amazon, IMDb, DPReview, and various ad exchanges and publishers that Amazon has a relationship with — you might see an ad pop up offering you another chance to buy “Star Wars.”

It’s pretty much exactly what Facebook has done with its FBX RTB exchange. Some analysts believe that Facebook may be able to generate $1 billion a year from FBX.

The advantage Amazon will have, however, is that it can use its vast trove of shopping data to target users with ads based on their purchase histories. Neither Facebook nor Google (which also does RTB retargeting via DoubleClick) can do that. Adweek says:

The self-serve RTB platform would hypothetically function similarly to Facebook’s Ads Manager in terms of how buyers could target their ads. Sources said Amazon is extremely protective of its data and wary of providing outside access, so like Facebook, Amazon’s platform would enable buyers to create targeting segments such as “men; aged 25-34; in Califo! rnia; in terested in high-definition TVs; who have purchased how-to books and home improvement tools.” But Amazon is not about to hand over its customer’s names or individual buying histories.

The three giants — Amazon, Facebook and Google — now face off in RTB like this:

Amazon: Owns the best database of actual shopping history and purchases. This type of data is like gold for advertisers. Clients have long awaited the day when “the sleeping giant,” as it is known in the ad biz, finally wakes up to advertisers. That day has dawned, it seems.

Facebook: Owns the best database of personal information about consumers. 1 billion users strong, with all their interests and friends, it’s terrifically useful stuff for marketers.

Google: Has traditionally dominated the “purchase intent” sector of the category. When people search for “Star Wars DVD” online, that’s a pretty good indicator they want to buy said movie. Google has been serving ads (and retargeting ads) against such requests for years. But its data on shoppers and their histories has never been as good as Amazon’s or Facebook’s.

Disclosure: The author owns Facebook and Google stock.

SEE ALSO: ANALYST: Facebook Is Generating $1 Billion A Year From Its Ad Exchange

Please follow Advertising on Twitter and Facebook.

Join the conversation about this story »

Tags: , , , , , , , , , , , , , , , , , , ,

Monday, December 17th, 2012 news No Comments

The Massive Growth Of Facebook Ads Got This Startup $7 Million In Funding

Source: http://www.businessinsider.com/triggit-gets-74-million-in-series-b-funding-2012-11

zach coelius triggit

Triggit, the so-called “demand-side platform” that buys ads in real-time bidding exchanges for about 200 clients, won $7.4 million in series B funding from Spark Capital and Foundry Group, the company said.

The new investment came after explosive growth in the business Triggit is placing inside FBX, Facebook’s RTB ad exchange.

FBX works by allowing outside advertisers to drop tracking “cookies” on users’ web browsers. When those users sign into Facebook, the cookies triggers ads promoting those advertisers. Triggit’s clients include Hilton, Kmart and Lowes.

Spark Capital founder Santo Politi said Triggit is “on track to become very profitable.”

CEO Zach Coelius told us his company handled about 200 clients internationally, all of which spend upwards of about $10,000 a month on RTB ads. The company has grown from about a dozen staff at the beginning of the year to 32 employees today.

Triggit place ads in all the major RTB exchanges, but FBX is driving the growth, Coelius says: “We’ve seen 300 percent topline revenue growth[from Facebook ads] since FBX launched in June.”

SEE ALSO: ANALYST: Facebook Is Generating $1 Billion A Year From Its Ad Exchange

Please follow Advertising on Twitter and Facebook.

Join the conversation about this story »

Tags: , , , , , , , , , , , , , , , , ,

Thursday, November 29th, 2012 news No Comments

Here’s The Staggering Number of Ads Facebook Serves On Its Exchange Every Day (FB)

Source: http://www.businessinsider.com/the-size-of-fbx-facebooks-ad-exchange-2012-11

Zuckerberg in Russia

Appnexus, the online ad marketplace intermediary, hosted an annual summit in New York yesterday and disclosed some interesting metrics about the size of its business as it relates to Facebook.

The company is one of let slip that Facebook Exchange — the real-time bidding ad exchange in which advertisers are allowed to match their cookies to a Facebook cookie in order to retarget shoppers inside Facebook — now serves a staggering 7 billion ad impressions daily. According to AdExchanger:

AppNexus is quickly ramping up on the Facebook Exchange, where it is one of approximately 15 real-time bidding partners. It now has exposure to 7 billion daily impressions on FBX, up from zero in July — a large and important new inventory source.

We recently told you that FBX has “quadrupled” the size of the RTB market, and that Facebook believes the total ad exchange opportunity could be as big as $2 billion annually.

Related:

Please follow Advertising on Twitter and Facebook.

Join the conversation about this story »

Tags: , , , , , , , , , , , , , , , , , , ,

Thursday, November 8th, 2012 news No Comments

Facebook’s New Ad Exchange Has ‘Quadrupled’ The Market; Performs ‘Better Than Google’ (FB)

Source: http://www.businessinsider.com/facebooks-new-ad-exchange-has-quadrupled-the-market-performs-better-than-google-2012-11

carolyn everson facebook

It’s been hard to gauge how big Facebook’s new real-time bidding platform for advertisers, Facebook Exchange, has become since it was launched in June, but global sales chief Carolyn Everson let slip just how big it could be in a recent conversation with Adweek and Group M digital chief Rob Norman.

First Norman said he believed FBX had “quadrupled” the size of the available market for advertisers who wanted to place ads based on real-time bidding in exchanges:

We love it. We absolutely love it. Massive, massive, massive increase in the amount of exchange traded media. We think it’s probably quadrupled the market in terms of availability of total impressions.

Then Everson said FBX was performing better than Google’s ad exchange:

So we are very excited about Facebook Exchange. We’re excited about the results that we’ve seen. Our performance so far in the Exchange is doing better than the Google Exchange, and Triggit and others have all spoken up on our behalf.

The caveat here, of course, is that quadrupling the supply of available ad inventory isn’t the same as quadrupling the demand for it. And the performance evidence from the demand-side platform companies who have been placing ads inside FBX, like Triggit, is so far only anecdotal. Those buyers say clients can get 16X ROI inside FBX. (Notably, FBX was not mentioned in Facebook’s recent 10-Q.)

Nonetheless, it’s yet another breadcrumb on the trail toward Facebook’s claim that it is on the way to gathering a new $2 billion ad marketplace.

Disclosure: The author owns Facebook stock.

Related:

Please follow Advertising on Twitter and Facebook.

Join the conversation about this story »

Tags: , , , , , , , , , , , , , , , , , ,

Monday, November 5th, 2012 news No Comments

Here Are The Major Players In Mobile Advertising

Source: http://www.businessinsider.com/bii-report-here-are-the-major-players-in-mobile-advertising-2012-10

m

We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected mobile devices for up to 16 hours a day. Mobile audiences have exploded as a result.

Mobile advertising should be a bonanza, similar to online advertising a decade ago. However, it has been a bit slow off the ground, and its growth trajectory is not clear cut.

In a new report from BI Intelligence on the mobile advertising ecosystemwe explain the complexities and fractures, and examine the central and dynamic roles played by mobile ad networks, demand side platforms, mobile ad exchanges, real-time bidding, agencies, brands, and new companies hoping to upend the traditional banner ad.

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Here’s an overview of some major players in the mobile advertising ecosystem:

In full, the report:

To access BI Intelligence’s full reports on The Mobile Advertising Ecosystem, sign up for a free trial subscription here.

Please follow SAI on Twitter and Facebook.

Join the conversation about this story »

Tags: , , , , , , , , , , , , , , , , , , ,

Monday, October 29th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

Augustine Fou portrait
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing