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Designing An Accurate Global A/B Test To Improve Campaign Optimization

Robert L. Marsa, Ph.D. [pictured], VP of Technology at Adometry, Inc. writes for Mediapost's Metrics Insider: For online marketers, the practice of global optimization involves making small changes to the volumes of impressions served on all, or almost all, ad placements with the goal of maximizing a target metric, such as gross profit or number of conversions.

While advertisers have been performing more simple A/B tests for years, many now realize that they need to improve their tests in order to effectively optimize global campaign spends and remain competitive. While global optimization tests require a bit more effort, the results can significantly improve return on ad spend (ROAS).  More...

Demand-Side Platforms – Is India ready?

Ravinder Pal 'RP' Singh [pictured], Vice President at Neo@Ogilvy writes for ClickZ.Asia: It might sound like a buzzword today, but irrespective of what name we give it, DSPs will continue to evolve and be an indispensable part of Indian digital media scene sooner than later.

How a DSP can add value to an agency’s story to clients will decide a lot about the fate of DSPs in India. Considering DSP means a lot to display media spends and a lot of “brand” advertisers’ digital media efforts are largely managed by their agencies, the agency plays a vital role of deploying DSP interface for its clients. More...

How to Evaluate and Buy Online Ad Effectiveness Research | Part 4: Cookies

Marc Ryan [pictured], Senior Vice President & Chief Research Officer at InsightExpress writes at InsightfulAnalytics Blog: True to its pedigree, the cookie enjoys quite a bit of notoriety,  frequently showing up in Wall Street Journal headlines.  Some consider it to be the Achilles heel of online ad measurement because it’s so susceptible to deletion.  The idea that an individual could be exposed to an ad,  delete the cookie associated with the ad, and subsequently be sampled for a control cell seems to be a deal breaker to some buyers of ad effectiveness research. More…

The Evolution of Online-User Data

bcg.perspectives: Over the past five years, we have seen the development of a robust secondary market allowing the buying and selling of user profiles.

Ad networks and agencies leverage user data to more effectively target ads in hopes of improving click-through rates, that is, how often a user clicks on an advertisement.

The purchase of advertising inventory is shifting from networks to real-time bidding on ad exchanges. Advertisers are increasingly incorporating user data to target the ads traded on these exchanges.  More...

In Australia, Adslot signs No.1 accommodation site - Wotif.com

1 FEBRUARY 2012. Webfirm Group Limited (ASX:WFM) today announced Adslot has entered into a commercial agreement with Wotif Holdings Limited (ASX:WTF) to implement Adslot’s end-to-end self-serve display sales platform.

Andrew Barlow [pictured, left], CEO of Webfirm Group, said: “Wotif is a recognised world-leader and innovator in one of the fastest growing online sectors. We are excited to be working with yet another classifieds market leader and look forward to playing a key role in building wotif.com’s display advertising revenue.”

Robbie Cooke [pictured, right], Managing Director of the Wotif Group stated, “The Adslot platform has a proven track record in the Australian market place and presents an ideal opportunity for us to tap into the display advertising market. We are looking forward to a strong partnership with Adslot.” More...

In US, AOL Selects Right Media Exchange as Display Advertising Platform for Ad Agreement

Significant Next Step in Implementing Display Ad Agreement Announced in Q411

Fri, Feb 3, 2012 8:30 AM EST. SUNNYVALE, Calif. & NEW YORK--(BUSINESS WIRE)-- Yahoo!’s Right Media Exchange, the leading global private marketplace (NASDAQ:YHOO - News) and AOL (NYSE:AOL - News) today announced that AOL has selected Right Media Exchange as the platform to provide real time access to AOL inventory as part of the display advertising agreements announced in Q4 2011. The inventory AOL makes available under the display advertising agreement will be surfaced through the Right Media Exchange across the US and Canada. The overall agreement aims to improve the process of buying and selling premium online display inventory in the non-reserved space.

“Advertising.com has been a long-standing seat holder on the Right Media Exchange, having utilized the Right Media Exchange’s RTB capabilities since 2009. Now, with the addition of inventory from AOL sites, we look forward to AOL continuing to drive yield through their existing advertisers while connecting them with the exchange’s premium advertisers for maximizing yield while delivering on our mutual objectives,” said Brian Silver [pictured], Yahoo! VP, Ad Platforms for the Americas. “AOL’s selection validates Right Media’s commitment to building a premium marketplace on a global scale.”  More...

Exchange-Based Buying and Data Integration – Trend Drivers for 2012 [Video]

Video by ClickZAsia: Arun Kumar [pictured] from Mediabrands is confident that, “Recession or no recession, spending will continue to grow” this year.

He also said display will become more competitive than search and marketers will look at data more carefully to ensure data integration from multiple sources.  More...

In US, Adobe Completes Acquisition of Efficient Frontier

Leading Digital Ad Buying and Optimization Platform Enhances Multi-channel Campaign Capabilities

SAN JOSE, Calif. — Jan. 16, 2012 — Adobe Systems Incorporated (Nasdaq:ADBE) today announced the completion of its acquisition of privately held Efficient Frontier, a leader in optimizing multi-channel and auction-based digital advertising across search, display and social media. Adobe solutions are central to how digital marketing and advertising is created, managed, executed, measured and optimized. The acquisition of Efficient Frontier adds cross-channel ad campaign forecasting, execution and optimization capabilities to Adobe’s existing Digital Marketing Suite, along with a social marketing engagement platform and social ad buying capabilities.

“With the completion of the Efficient Frontier acquisition, we are focused on aggressively integrating cross-channel ad buying and optimization capabilities with our Digital Marketing Suite,” said Brad Rencher [pictured], senior vice president and general manager of Digital Marketing, Adobe. More...

2012 Trends: Social Analytics and Optimizing Video Ads

ClickZ.asia: Social media and analytics will gain much attention this year, predicts Joe Nguyen [pictured], VP, SouthEast Asia from comScore.

He adds that more TV ad dollars will shift to optimizing video ads online.

And DSPs are coming to Asia with agencies starting to use BrandScreen and Adz Central, for instance. More...

2011 Ad Inventory Takeaways

Andrew Lerner [pictured], CEO at Trust Metrics writes: This year we’ve looked at more than 500,000 unique domains -- some of them hundreds of times, over and over. We’ve discovered some eye-openers about the state of the inventory as 2011 ends, and 2012 begins.  Call them “2011 Tail-end Takeaways.” More…