exchanges



Real-Time Bidding Deserves Real-Time Insights: 9 Benefits For RTB Buyers, Publishers, And Exchanges

Written on
December 30th 2013
Author
Michael Driscoll

EDITOR’S NOTE: This article, originally published on July 25, 2013, placed at No. 5 in our 20 most popular articles of the year. ADOTAS – The Real-Time Bidding (RTB) revolution in online advertising has been underway for several years. But to elevate the revolution to even greater heights, marketers now ... more...

IAB Unveils LUMA-esque Ad Tech Chart

Written on
February 28th 2013
Author
Richard L. Tso

We all know about the infamous and often overused LUMAscapes to help identify and organize companies within this fluid ad industry. Now the IAB has gotten its act together to create its own brand-centric ad tech organizational chart that attempts to map the interaction between different parts of the ad ... more...

A Quality-Based Approach for Higher Performance on the Exchanges

Written on
April 10th 2012
Author
John Mracek

ADOTAS – As the fourth and last installment of this series on the value of the ad exchanges (you can read the first three here, here and here), we’ll look at how taking a more “quality-based approach” to buying media on the exchanges can dramatically improve performance. Online as an advertising medium should ... more...

What Is Win Rate, and Why Does It Matter?

Written on
March 14th 2012
Author
Maxwell Knight

ADOTAS – Marketers are hungry for metrics that provide greater insight into campaign performance and are also in search of greater clarity into what drives successful campaign strategies. New metrics can aid in linking marketing strategies to ROI, and now with the advent of real-time bidding (RTB) exchanges and supply-side ... more...

Reach and Persistence: Why Exchanges Work

Written on
March 12th 2012
Author
John Mracek

ADOTAS - We’ve been seeing plenty in the ad trades lately about brand advertisers and how quickly their embrace of digital advertising will reach critical mass. Some have even asked whether or not digital would actually wait for brand advertisers to make up their minds and get online in a ... more...

Infographic: “The Rebirth of Display Advertising”

Written on
March 8th 2012
Author
Brian LaRue

ADOTAS - You’ve come a long way in a pretty short time: As this infographic from Pretarget lays out, it’s actually only been eight years since the first online ad exchange, and since then the online ad industry has changed so quickly it’s demanded new processes for buying and selling ... more...

Modern Online Ads Can Lead to ‘Black Swans’ for Brands

Written on
August 3rd 2011
Author
Byrne Hobart

DIGITAL DUE DILIGENCE – If there’s one way to sum up the resurgence of display advertising compared to search advertising in the last few years, it would be this: Display is finally a market. Like a financial security that can be split, swapped, sliced, diced, packaged, unpackaged, and hedged, ad ... more...

Sparks Fly Over Agency Trading Desks at OMMA AdNets

Written on
July 22nd 2011
Author
Gavin Dunaway

ADOTAS – Lovers of drama and the ad tech space are in for a treat, as a panel from the OMMA AdNets conference transcended from being a snorefest in which the same talking heads make the same statements they make at every conference into a tension-filled debate over the role ... more...

The Great Publisher Disruption

Written on
April 1st 2010
Author
Chris O'Hara

ADOTAS – Remember when you used to really depend on your local paper? For finding jobs, houses, getting the local weather forecast, selling that boat in your yard, and getting last night’s sports scores? I still do…but barely. Most of what your local paper offers can be found in greater abundance ... more...

Bow Down to Exchanges and RTB as Display’s Rulers?

Written on
March 30th 2010
Author
Gavin Dunaway

ADOTAS – “Efficiency kills brands,” Evolve co-founder and Gorilla Nation President Brian Fitzgerald said to me a few weeks ago. I nearly spat out my coffee when the words jumped from his lips — this was blasphemy considering my inbox’s constant barrage of news about real-time bidding and ad exchanges and ... more...