Archive for the ‘Advertisers’ Category

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Yahoo! Announces Agreement to Acquire interclick

Tuesday, November 1st, 2011

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.”

To read more, please visit the Yahoo! Advertising Blog.

Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News | No Comments »



Right Media Launches New Mobile Ad Capabilities

Monday, October 24th, 2011

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.

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Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange | No Comments »



Publisher News: Help, the Paranoids Are After Me!

Friday, October 21st, 2011

Plus: Holiday shoppers go mobile; publishers like real-time bidding; and SEO myths debunked

You’re not paranoid if they’re really watching you: 65% of consumers know they’re being tracked online for advertising and marketing purposes, says a McCann Worldgroup survey. Though 20% say they block it by disabling cookies in their browsers, many told researchers they like Interest-based ads, and some say they even try to manipulate advertisers into sending them ads.

Have yourself a mobile little Christmas: Smartphones and tablets will play a huge role in holiday shopping this year. According to the National Retail Federation, 53% of smartphone owners and 71% of tablet owners say they’ll use those devices to research products, look up retailer information or make a purchase. Consumers say they’ll spend less and focus more on bargain-hunting this holiday season.

Publishers going for real-time bidding and private marketplaces: According to a Rubicon Project survey of 500 publishers worldwide, 44% said they now use real-time bidding to sell online display inventory, and they reported a 20% lift in revenue due to RTB. Private marketplaces appear to be catching on, too: only 10% say they’ve established one, but 35% say they’re planning to.

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Posted in Advertisers, Publishers, Right Media Exchange, Right Media News | No Comments »



Create Custom Audience Segments Faster with Yahoo! Web Analytics

Monday, October 17th, 2011

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.

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Posted in Ad Networks, Advertisers, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange | No Comments »



Publisher News: Read the Minds of Your Search Consumers

Monday, October 10th, 2011

Also: Feds target online swindlers; ad campaigns are dead; better mobile ad metrics needed; and audience-buying basics

You too can read the minds of search consumers: When you search, are you looking for answers, education or inspiration? Those are the three distinct mindsets among search consumers, according to a study by About.com and Latitude, and knowing them could help marketers offer ads and content that most appeal to each type.

“We need to clean up commerce on the Internet.” That’s David Vladeck, head of consumer protection at the Federal Trade Commission, sounding like the Internet’s Elliot Ness. Policing the Web for deceptive ads is an FTC top priority, he said, citing a spate of recent cases against online grifters, swindlers and double-dealers pushing weight-loss, teeth-whitening and acai-berry-diet scams.

Don Draper’s not going to like this: “Ad campaigns are dead,” says Eric Wheeler in Ad Age, killed by the “social consumer” who is much more aware, connected and influential. Power has shifted from brands to consumers, he says, so smart marketers are focusing on how to motivate the customers they acquire to spread the word to others, as opposed to simply closing one transaction.

Better metrics for mobile advertising needed now: The rapid growth of mobile advertising is outrunning the industry’s ability to gauge audience size, ad performance and other crucial metrics, says an Interactive Advertising Bureau study. Filling this urgent need won’t be easy, because the mobile industry is fragmented across channels, devices, browser types and operating systems. Download the study here.

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Posted in Ad Networks, Advertisers, Publishers, Right Media Exchange | No Comments »



Publisher News: Marketers Target Infant-to-Three-Year-Old Demographic

Monday, October 3rd, 2011

Also: Create emotional connections with your customers; stop hiding behind your algorithm; and who’s verifying the ad verifiers?

Targeting the very young and impressionable: AdWeek reports that “desperate” marketers representing brands from Disney to Versace are aggressively targeting a new demographic: children age 0 to 3. And the kids are proving susceptible; studies show that American children can recognize an average of 100 brand logos by age 3, and that some babies “request brands as soon as they can speak.” Online campaigns are jumping in too, because 80% of kids under age 5 cruise the Web weekly.

I’m a little verklempt over my favorite brand: Customer satisfaction isn’t enough. Marketers should build emotional connections with customers, a la Nike or Apple, because those customers are far more likely to buy more, pay more, stay loyal and become brand advocates. Here’s how to start.

Stop hiding behind your algorithm, you sissy: Alan Pearlstein of Ad Age is tired of cocky startups who claim they have a “kick-ass algorithm” that will revolutionize online advertising. Buyers are seeing through the tech-speak, he says, and realizing that the real focus should be on improving the data driving the algos. Read the entire rant.

Who’s verifying the ad verifiers? Ad verification companies use automation to make sure that online ad campaigns are running per their contracts. Sounds good, but Digiday reports that it’s a fierce business filled with cutthroat competition and publishers unhappy with the tactics and technologies being used to verify their campaigns.

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Posted in Ad Networks, Advertisers, Agencies, Publishers, Right Media Exchange, Right Media News | No Comments »



Publisher News: Time for Small- and Mid-Sized Businesses to Go Bigger with Mobile Ads

Friday, September 23rd, 2011

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.

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Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange | 1 Comment »



Buying or Selling Premium Inventory? Try Private Marketplaces

Thursday, September 8th, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

Premium online inventory—lots of Right Media publishers and networks have it, and lots of RMX advertisers want to buy it. In an exchange, how can you quickly match those buyers and sellers?

Easy. The answer is private marketplaces, where suppliers of premium inventory can deal more directly with buyers in a semi-transparent business environment within RMX.

Private marketplaces allow publishers and networks to differentiate and categorize their supply, and negotiate prices for different types of inventory. They benefit advertisers too, allowing them to zero in on the types of inventory they want, including coveted premium sites.

Private marketplaces are easy to set up and run on RMX. Here’s how to get up and running.

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Posted in Ad Networks, Advertisers, Demand-Side Platforms, Publishers, Right Media Exchange | No Comments »



Trust and Safety: Best Practices for Demand Partners

Wednesday, August 31st, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

A key part of our commitment to running a healthy and safe ecosystem is providing manual and automated trust and safety tools and capabilities, such as Media Guard, Creative Tester and SCOUR  that help protect our seat holders from potentially harmful content and behavior.

While these tools and capabilities help protect our platform, we wanted to share best practices that every seat holder can use at the seat and campaign levels to add another level of protection, and further safeguard their campaigns and business relationships. 

We recommend that you use the tips and techniques outlined here to help protect your campaigns, partners, reputations and, ultimately, your bottom line.

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Posted in Ad Networks, Advertisers, Agencies, Right Media Exchange | No Comments »



Three Keys to Run Cost-Per-Acquisition Ad Campaigns

Thursday, August 18th, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

Some advertisers only want to pay when viewers do something—like fill out a form or, better yet, actually buy their product or service. For those advertisers, cost-per-acquisition (CPA) pricing can be a better measure than traditional impression-based pricing. But not everyone knows how to run CPA campaigns properly.

The CPA method is often used by RMX advertisers who are running campaigns that need wide delivery to gain sufficient customer conversions, such as promotions for new products or big-ticket items like cars or mortgage leads. Here’s a high-level look at three best practices to help you better understand how and when to use CPA to meet your campaign goals.

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Posted in Advertisers, Publishers, Right Media Exchange | No Comments »



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