Posts Tagged ‘ RTB ’

Millennial Media To Acquire Nexage For $107.5M

Sep 23rd, 2014 | By

To accelerate its leading position in mobile advertising, Millennial Media (NYSE: MM) today announced it has signed a definitive agreement to acquire Nexage for approximately $107.5 million in cash and stock, subject to certain adjustments. Based in Boston, privately held Nexage is a leading provider of Real-Time-Bidding (RTB) technology that helps to automate the buying

Real-Time Myth-Busting

Sep 3rd, 2014 | By

There are many myths and misconceptions surrounding the concept of real-time bidding. Here are five explanations of common misunderstandings to help marketers embrace the new technology. Real-time bidding (RTB) is still relatively new to the digital marketing industry. Below I discuss five common misconceptions about RTB in order to guide advertisers toward appropriate expectations. Myth

Eliminating Programmatic Confusion – The Road to Publisher Clarity

Sep 23rd, 2013 | By

In an effort to educate the advertising industry about programmatic, the IAB has produced a programmatic and automation guide (pdf). The paper is an attempt to narrow down a few key terms to describe all of the jargon floating around about the new type of ad buying and selling. This is the first in a

5 Common Myths About Real-Time Bidding

Sep 20th, 2013 | By

As with any emerging technology, there are always bound to be myths that circulate, often due to misunderstandings. Even if they do happen to have a hint of truth to them, they can often misrepresent reality by taking exceptions and presenting them as rules. Other times, people might take a vendor’s approach to a certain

Twitter Buys MoPub (a real-time-bidding mobile ad exchange) For $350M

Sep 11th, 2013 | By

Yesterday TechCrunch first reported that MoPub had been acquired by Twitter for roughly $350 million. MoPub is a real-time-bidding mobile ad exchange for apps that falls into the category of “programmatic” ad buying. The acquisition brings technology and a third party mobile developer/publisher network to Twitter. MoPub said yesterday in a blog post that nothing

5 Ways Real-Time Bidding (RTB) Differs From Direct Buys

Sep 2nd, 2013 | By

Here is a great article & video I came across, thought it should be shared… For marketers that want to run online display ad campaigns, choosing between direct channels and real-time bidding (RTB) platforms might seem a little unclear at first. After all, the ultimate result is the same: you are placing your ads on

Inside The Mobile Real-Time Bidding Ad Ecosystem

May 28th, 2013 | By

Real-time bidding, or RTB, is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. The auctions take place in milliseconds as advertisers bid on the right to show you an ad immediately after you open an app or click to a new web page. On the desktop it’s a

Targeting: AdWords Vs. Google Display Network Vs. Programmatic Display

May 8th, 2013 | By

Search engine marketing’s meteoric rise over the last decade is due, in large part, to the superiority of query-level targeting as compared to other online advertising channels. The targeting edge that SEM once held, however, may be slipping. Indeed, for many advertisers and many verticals, SEM may no longer be the best channel for laser-focused

At Least Two Percent of Monitored Display Ad Inventory is Hidden

May 1st, 2013 | By

At least two percent of the ad inventory we are currently tracking across US display ad exchanges is hidden. How are Display Ads Hidden? The traditional approach to hiding display ad impressions involves hiding the impressions (and potentially entire webpages containing display ads) within 0x0px iframes included within pornographic websites. An alternative approach involves setting the

Mobile Ads Captured 9% Of Online Ad Spend In 2012

Apr 16th, 2013 | By

A new report released by the Interactive Advertising Bureau (IAB) shows that 2012 was another banner year for the online advertising space, with revenues up 15% over 2011. Mobile and digital video led much of that growth. Mobile ad spend grew 111% compared to 2011, the second year of triple-digit growth,  accounting for 9% of total