Software and infrastructure changes cut wait times from two hours to 30-45 minutes
Over the last six months, Right Media has continually demonstrated its commitment to improving the exchange with new and enhanced features, including new mobile and geotargeting capabilities, enhanced rich media and audience segmentation offerings, plus new seller controls that expanded real-time bidding across Right Media Exchange.
Now here’s the latest improvement–a significant cut in the time it takes to launch, manage and take down campaigns and publishers on the exchange. How significant? A year ago, actions like that could take two hours to go live; today, they take between 30 and 45 minutes.
This means that virtually anything that seatholders want to do that affects campaigns and publishers—from launching them to changing creatives or targeting to shutting them down—can now be done significantly faster than a year ago.
Achieving that level of improved speed wasn’t easy on a heavily-trafficked global exchange like Right Media Exchange. When the Right Media team began this improvement project, the exchange was handling about eight billion transactions a day—and growing fast.
Experts give views on budgets, metrics, creative canvas and more
A highlight of the Right Media Forum, held Nov. 7 in New York City, was the Display Advertising Industry Panel, which featured industry experts from the demand and supply sides who answered a wide range of questions posed by the moderator, James Heckman, Yahoo! SVP Strategy and Emerging Business.
David Jacobs, SVP Publisher Services, Advertising.com
Josh Jacobs, President, Accuen
Hardeep Bindra, VP and Co-Lead, Right Media
Here are some of the topics covered and insights shared in the 45-minute discussion.
Shifting budgets in digital marketing
Advertising budgets are shifting as greater emphasis is put on audience targeting, said Heckman. He then asked the panel, is this trend going to continue until no ad is served or funded without a targeting element?
Right Media is clearly seeing a movement from impression-based buying to audience-based buying, said Hardeep Bindra of Right Media. “I definitely think it’s a growing trend, it’s here to stay, and it’s starting to define how budgets get allocated long term,” he said.
Leading Latin American network leverages data, technology with Right Media
In Latin America, many online services networks serve both the supply and demand sides and slug it out in a fiercely competitive market. How did Harrenmedia, one of Latin America’s leading online services networks, break out of the pack? Credit goes to innovative technology, a data-driven strategy, and a closer partnership with Right Media.
Last year, for example, Harrenmedia launched Sniper, a tool that analyzes behavioral and semantic data on the exchange to quickly create specific audience segments. Sniper’s ability to analyze Spanish-language content is unique in the Latin American market, and helps Harrenmedia place its customers’ content in the right locations for the right audiences.
A seatholder since 2008, Harrenmedia has doubled its business on RMX over the last 18 months. It’s also emerged as a leader, innovator and force to reckon with, placing over 10 billion impressions a month, attracting over 330 million unique users, and working with more than 1,000 RMX publishers.
The Right Media Blog spoke with Brian Prilick, co-founder and managing partner of Harrenmedia, about the company’s market, strategy and evolving relationship with Right Media.
Agreements allows three media powers to buy and sell each other’s inventory
Yahoo!, AOL and Microsoft today announced agreements to offer each other’s premium non-reserved online display inventory to their respective advertising customers. By early 2012, Yahoo!, Microsoft, and AOL expect to have the opportunity to access each other’s non-reserved inventory to achieve the benefits of scale and efficiency.
“We’re thrilled to partner with Microsoft and AOL and bring to market what we believe will be a more efficient, effective and more effortless way to access true premium inventory and formats,” says Ross Levinsohn, Yahoo! EVP of the Americas. “There has a been a significant shift in how inventory is bought and sold, and we’re now 100% focused on controlling our own destiny, working directly with marketers and agencies and driving better returns for our advertising partners.”
The announcement underscores Yahoo!’s commitment to growth and innovation in the performance display advertising space. To read the full story, please go to the Yahoo Advertising Blog.
The pending acquisition will bring top sales team and audience-targeting technology to Yahoo!
As the online marketplace grows larger and more complex, it’s harder for marketers to find and target the right audiences for their messages. Yahoo! continues its commitment to investment in the performance display space by agreeing to acquire interclick,a technology company that provides solutions for data-driven advertising and brings audience-targeting technology that’s tailored to work in large, diverse markets.
“Interclick’s innovative platform will allow Yahoo! to expand its targeting and data capabilities to deliver campaigns with stronger performance metrics,” said Wayne Powers, SVP, Advertising Sales for Yahoo!’s North America region. “When the acquisition closes, interclick’s technology and team expertise, combined with Yahoo!’s scale and advertising leadership, will deliver a powerful solution for marketers.”
Seat holders can now buy and sell mobile ads on the Right Media Exchange platform
Right Media is launching new features that will allow seat holders to buy and sell mobile ads for smartphone and tablet browsers on the same platform they now use for PC display advertising.
Already the leading exchange for online ad inventory with more than 300,000 buyers and sellers, these new features make Right Media the leading exchange for buying and selling premium mobile inventory, too.
Right Media advertisers will now gain wider access to premium mobile inventory, and sellers will be able to work with a broader range of advertisers and ad networks.
Right Media invites seat holders to join a pilot program for audience-sharing solutions
“Ready, fire, aim” is not going to win you any marksmanship medals, and it’s not the best way to target your online ad campaigns, either. To precisely target your desired audience, start by using your site data to create customized audience segments through Yahoo! Web Analytics’ audience-definition capabilities. Then use those segments for your own campaigns or monetize them through audience sharing on Right Media Exchange, and you’ll improve your chances of hitting your targets.
Right Media is making segmentation faster and easier by expanding its audience-management capabilities with Yahoo! Web Analytics, a proven solution that can be quickly deployed across websites to help capture detailed user information and create customized audience segments.
As a seat holder on RMX, you can play a key role in fine-tuning the solution by participating in the Yahoo! Web Analytics pilot program. Participation is limited and awarded on a first-come, first-serve basis. Interested? Please reach out to your partner manager for additional details.
Also: Secrets of Android users; rip out that dumb digital plumbing; now context is king
Mobile isn’t just for big brands anymore: Local mobile advertising will jump from $404 million in 2010 to $2.8 billion in 2015—but today, local mobile ads are driven by national advertisers. It’s time for small and mid-sized businesses to get on board, and Craig Hagopian of ClickZ has some pointers.
Inside the world of Android users: As a die-hard iPhone guy, I’m troubled by one thing in this cool infographic on Android mobile phone use and demographics—and it’s that Android’s market share is 39% versus iPhone’s 28%. Other findings: Android users are 10% more likely to be male, 71% more likely to have never travelled outside their native country, and like watching “Louie” on TV (ok, they’re not all bad).
Time to redo your “dumb” digital plumbing: Jay Sears of Ad Age Digital says that online advertising is about to split into two camps—those with “smart” digital plumbing, who leverage real-time bidding and tight coordination across their supply chains; and those with “dumb” plumbing who rely on hit-and-miss targeting techniques across “dark pools of inventory.” Here’s how to get smart.
eXelate finds positive results with Right Media Audience Sharing
The industry shift to audience targeting has given advertisers the ability to reach the right user with the right message at the right time in a more efficient and cost effective manner. Right Media announced new Audience Sharing capabilities last month and some of our customers are already seeing good things happening with it.
With Right Media’s Audience Sharing, data providers—referred to as segment owners—can monetize, manage and report segment usage across the Right Media Exchange. One of the first segment owners using the technology on the Right Media Exchange was eXelate, the world’s first and one of the largest open marketplace for behavioral targeting data and one of the leaders in data management tools. eXelate became a segment owner through Audience Sharing one month ago. As a segment owner, eXelate’s business objective on the exchange is to make their data actionable for media buyers across the Right Media marketplace.
Audience sharing provides eXelate with the following benefits:
Seamless integration that enables segment users to start using eXelate data immediately.
Flexibility to share segments on an as-needed basis.
Visibility into data usage in near real-time.
Reporting on segments across the exchange and analysis on their clients targeting their segments.
Ability to track performance of their segments to test data quality.
Transparency into the audience marketplace to view which demand side clients are in market to target third-party data.
eXelate’s results via audience sharing:
Within the first month of becoming a segment owner, eXelate established data sharing relationships with many of the approximately 50 enabled segment users in the audience marketplace.
New partners are actively targeting eXelate data and usage continues to grow rapidly.
eXelate is leveraging the Right Media APIs to update new segments so their customers can identify reach across the exchange.
Enabling Right Media demand side clients with eXelate’s powerful segments has provided the advertiser with more efficient targeting and improved performance. The impact of targeting eXelate segments for publishers has been increased yield and CPMs as well as a better overall consumer experience due to serving more relevant ads.
Segment owners: Did you know?
The list of eligible segment users is continuing to grow, offering additional partnering opportunities to data providers.
Right Media does not charge an additional tech fee based on the number of data transactions. The more media targeted against data provider audience segments is incremental revenue for the data provider’s business
The Right Media APIs are designed to provide the data providers with the full functionality that is offered within Right Media including pulling the opportunity report into the segment owner’s own proprietary platform. This will offer their clients estimates of reach across the RMX marketplace.
Everyone knows how powerful online data can be – but not everyone agrees on exactly how to use it. That was the focus of a panel I moderated as part of the Right Media Forum last week.
The panel, “The Power of Online Data, Today and Tomorrow,” looked at the use of data in today’s online advertising industry and helped attendees identify data-driven opportunities, and applications that may exist in their current strategies.
Panelists included:
Mike Benedek, Vice President of Business Development, AlmondNet
Alan Edgett, Senior Director of Interactive Media, Experian
Mark Mannino, Vice President, Supply & Data, MediaMath
Steve Sutton, Chief Operating Officer, Ziff Davis Media
Mark Zagorski, Chief Revenue Officer, eXelate
This great mix of execs joined in an engaging discussion about major challenges for the industry, ownership of data, government regulation and the role of the Exchange.
Taxonomy was discussed at length on the panel, as concerns about differences in the classification of data came to the forefront. Panelists debated: Should the industry have a universal taxonomy as a way to help standardize data across the board? One panelist said that his sales people can’t keep up with the algorithms doing the classifications and, therefore, are not in sync with the different data segmentation occurring in the industry. Another panelist felt that taxonomy creation should not be the role of an exchange, comparing it to a government that is so involved in the mechanics of the economy that it erodes open nature of the market.
The need for flexibility was another central theme in the discussion. Panelists felt that any standardization or taxonomy would need to be flexible. Advertisers who focus on performance need to be flexible with the audience segments they target. Demand aggregators, networks, and publishers need to be flexible with the various data providers they choose to partner with. Panelist agreed that there is no “one size fits all” data strategy and businesses will need to tolerate constant experimentation and its potential financial impact.
When government regulation was raised, panelists said they supported the efforts of the Network Advertising Initiative and felt confident that decision makers were being educated and moving in the right direction.
Naturally, everyone in the room was curious about future enhancements to the Right Media Exchange. I know our clients would like our platform to better enable segment exposure and provide more robust reporting and control. As I said during the discussion, we hear your needs and we are working on them! I look forward to seeing you at our next event.
Now here’s the latest improvement–a significant cut in the time it takes to launch, manage and take down campaigns and publishers on the exchange. How significant? A year ago, actions like that could take two hours to go live; today, they take between 30 and 45 minutes.
one month ago. As a segment owner, eXelate’s business objective on the exchange is to make their data actionable for media buyers across the Right Media marketplace.