Archive for the ‘Agencies’ 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.

(more…)

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



Segment Your Audiences for Retargeting and Revenue

Wednesday, October 5th, 2011

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

When you get nine billion ad impressions a day, as the Right Media Exchange does, you also get mountains of data on content consumption and consumer behavior–and that provides a major opportunity for RMX members.

When that data is collected, organized and segmented, RM seat holders can use it to more precisely target new campaigns, and to retarget and optimize existing campaigns. Plus, they can monetize their audience segments directly or through audience sharing on RMX to other seat holders.

If the potential to use more powerful targeting gets your heart beating a little faster, you’re not alone. In a May 2011 eMarketer study of advertisers and agencies 44% said that better targeting would increase their online ad spending, and 32% said they’d spend more if it were easier to target valuable audiences. 

Ready to take the next step in precisely targeting your audience? Here are four steps to get you started on segmenting your data and putting it to work for you on RMX.

(more…)

Posted in Ad Networks, Agencies, Audience Sharing, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News | 1 Comment »



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.

(more…)

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.

(more…)

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



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.

  (more…)

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



Four Ways to Get More Out of Your DSP Campaigns

Thursday, August 4th, 2011

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

Right Media Exchange advertisers and agencies often partner with demand-side platforms (DSP) to buy impressions from RMX exchange publishers—but they’re finding that campaign results can vary widely when using different DSPs.

Many advertisers and agencies test-drive various DSPs rather than sticking with just one—and see that the same campaign with different DSPs can produce very different delivery and performance metrics. Sometimes an advertiser or agency runs a campaign through its own seat, but uses a DSP’s technology—which sits atop Right Media’s technology—to access RMX  inventory. That too can cause performance variances.

We’re here to help you get the most out of your DSPs. Here are four factors to discuss with your DSP representative that could help you improve your performance.

(more…)

Posted in Advertisers, Agencies | No Comments »



Publisher News: Tracking Brand Awareness in Automated Buying Environments

Monday, July 25th, 2011

Also: Five ways to make sure your content marketing works; seven ways to retarget audiences; and the Internet TV takeover

How do you track brand awareness in an automated buying environment? AdExchanger asked this question of nine executives on the tech and services sides of the industry, including Yahoo! Right Media’s Shoen Yang, managing director of professional services. Here are their top metrics.

Is your content marketing the real deal?  Your content should be easily discovered and make your sites sought-after resources.  Here are five ways to make sure your content marketing isn’t just an illusion.

Retargeting is more than just showing the same ads to the same viewers again and again. In fact, Dax Hamman, chief revenue officer of a major retargeting consultancy, says that there are seven types of retargeting you should consider for your media plans. (more…)

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



How to Shut Down a Line Item … Fast!

Thursday, July 21st, 2011

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

Publishers and advertisers are usually happy to see their campaigns up and running on Right Media Exchange, but there are times when you have to slam on the brakes and stop them fast as you can.

The wrong creative, incorrect bid or other misfires could translate to an ineffective campaign or, worse, lost revenue.  

If you’re having a problem with a live campaign and need to stop it fast, here’s a tip that will help you turn it off in an hour or less, so you can minimize potential damage and get your campaign back on track ASAP. 

(more…)

Posted in Ad Networks, Advertisers, Agencies | No Comments »



3 Reasons Audience Buying Can Help Build Your Brand

Wednesday, July 13th, 2011

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

Conventional wisdom says that ad exchanges are best for buying cheap, remnant inventory used in direct response campaigns, not for brand advertising. Well, sometimes conventional wisdom isn’t so smart.

Right Media seat holders have run successful, cost-effective brand advertising campaigns on the exchange by buying targeted audiences from premium publishers.

If you want your brand ads to be seen by as many eyeballs as possible—especially eyeballs belonging to the consumers you really want to reach—here are three reasons you should include audience buying in your brand advertising strategy.

(more…)

Posted in Advertisers, Agencies | No Comments »



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