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Cross-Device Targeting Establishes Good Aim – But When to Take Your Shot?

September 10, 2014 in News

cross-device targetingFive years ago, targeting mobile audiences at scale was a major challenge.  Today, a new set of industry players has developed the ability to deliver scalable audience targeting through cross-device targeting technology and the ability to link mobile consumer profiles to first party and third party data.

Targeting capabilities alone, however, have not convinced marketers to shift significant budgets to mobile. Why? Because cross-device targeting is just the first of many processes required to successfully engage a mobile audience and achieve great marketing outcomes.

What else is needed? Targeting allows marketers to define rules that state the types of consumers that are qualified to receive an ad. But what else is needed to drive great performance and ROI in mobile?  Below are key steps necessary to get a mobile campaign to perform well, especially in a real-time bidding (RTB) environment.

Identify users and evaluate incoming ad requests against targeting rules

Demand Side Platforms (DSPs) handle billions of incoming ad requests every day from multiple sources.  Adding to the complexity, the format of these ad requests vary from one source to the next, making consistent user identification and audience segmentation much more challenging than the standardized, cookie-based desktop bidding environment.  To find the users that meet the targeting requirements of a campaign, a DSP must process these billions of ad requests, accurately decipher the multiple data formats to identify individual users and decide within milliseconds if a bid should be placed.

Determine the relevance of a consumer to a campaign

An ad request that meets targeting rules can be considered ‘in play’ or qualified for a bid. Beyond explicit targeting data, advanced DSPs look at additional data (real-time and historical) to determine the relevance of an ad to a specific user, on a device, site or app, in a certain location at a given moment in time.  Automated referencing of historical campaign performance data can provide additional insight into the types of consumers that have engaged with an ad.

Determine a bid price

Once the degree of relevance has been determined, a DSP must figure out (a) the value of the user for the campaign and (b) the bid price required to win the impression in the auction.  If the two are aligned, a DSP will issue a bid in an attempt to win the impression. If the two are not aligned, despite targeting rules being met, a bid should not be issued in order to optimize campaign performance.

Track and Measure 

If a bid is won and an impression delivered, all activity originating from the impression must be tracked for performance measurement, optimization and reporting.  At least two systems, a DSP and a 3rd party ad server, usually handle tracking. There are many complexities involved with the compatibility of tags and pixels in mobile – across exchanges, devices, browsers and apps. Finding sufficient 3rd party (served or tracked) compatible mobile inventory can be a major limitation for campaigns. It is critically important to understand the reach that a DSP can provide when using third party ad serving and tracking.  Extensive compatibility testing can help inform the best way to structure a mobile campaign for successful delivery, measurement and attribution.

Feedback for learning and optimization

All data originating from an impression should be fed back into a DSP for ongoing learning and optimization.  Feedback should be continuous so that new performance drivers can be identified. In contrast to manual analysis and model building, which are unlikely to lead to high performing programmatic campaigns, predictive models can optimize campaign performance in an automated manner. Automated optimization, driven by machine learning algorithms, is an essential component of top performing DSPs.

Everyday Innovations are Getting Us Closer. The mobile advertising industry has come a long way toward improving targeting capabilities for marketers.  In order for mobile to truly deliver against its promise as the most effective, always-on marketing channel, we must continue to push toward comprehensive solutions that provide marketers with the ability to reach data-rich audiences and drive strong ROI at scale.

The post Cross-Device Targeting Establishes Good Aim – But When to Take Your Shot? appeared first on Adelphic.

How Much Cross-Device Targeting Clout Do Facebook And Google Actually Have?

September 2, 2014 in News

cross-device targeting

Google’s focus on cross-device targeting estimates user count at somewhere between 600 million and 1.2 billion, a conclusion based on the numerical intersection between Android users, iOS users, the Google login rate of iOS users and the number of logged-in desktop users for Google products. There’s quite a chasm within that range, but Google isn’t talking, and right now, that seems to be the best estimate out there.

Based on available information from leading mobile DSP Adelphic, CEO Michael Collins told AdExchanger that he thought “600 million sounds realistic.” Collins speculated a bit further, noting that there might actually be two numbers to consider: the total sum of cross-device logged-in users Google could technically deliver and the amount of users it could deliver in a privacy compliant manner – potentially horses of very different colors for cross-channel ads.

“Those numbers are probably very different, and Google is very concerned about privacy and for good reason,” Collins said. “But from a technical standpoint, I’d say the first number is probably much bigger.”

Collins also made the point that even for players with significant logged-in user data like Facebook and Google, linking deterministic IDs isn’t the only name in the game. “If Google is also doing probabilistic, then getting to 1.2 billion is feasible.”

The last time Google released stats on its Gmail users was 2012, when it claimed to have 425 million active users, a number that could only have gone up since then, especially considering growing Android penetration. According to IDC, Android has almost 85% of smartphone market share worldwide, and in its Q2 2014 earnings call, Google bragged that there are now 1 billion active Android users.

For more insights from Adelphic on cross-device targeting and cross-channel ads, read the full article in AdExchanger.

The post How Much Cross-Device Targeting Clout Do Facebook And Google Actually Have? appeared first on Adelphic.

NinthDecimal Launches Mobile Programmatic Buying For Audience Targeting

August 6, 2014 in News

Mobile Programmatic Buying

NinthDecimal, a mobile ad platform, has entered the mobile programmatic buying marketplace with the launch of a new offering, dubbed Programmatic Mobile Audience Solution. Buyers can use the new offering to programmatically target audiences on mobile devices.

The news marks a big week for mobile programmatic buying, as it comes just days just days after Verve Mobile launched a mobile programmatic buying platform of its own. However, the two offerings are different — Verve’s has a focus on location-based advertisements, while NinthDecimal’s focuses on letting buyers reach mobile audiences.

“The opportunity to buy mobile audiences programmatically has been one of the biggest barriers to brands bossing their mobile ad spend,” stated Jason Pope, vice president of the mobile arm of VivaKi’s trading desk, Audience on Demand. “So much mobile inventory exists today, but without good audience data, it’s much less valuable.”

NinthDecimal’s launch partners include demand-side platforms (DSPs) Adelphic and Turn. The company has also partnered with BlueKai and Lotame, two data management platforms (DMPs).

NinthDecimal claims that over 300 million audience segments will be targetable via its new platform partners. “This partnership with NinthDecimal will give our customers additional access to mobile audiences,” stated Mark Balabanian, VP of business and corporate development at Turn. Additional DSP and DMP partners are expected to be announced in the coming months.

The post NinthDecimal Launches Mobile Programmatic Buying For Audience Targeting appeared first on Adelphic.

Horizon Media, Largest US Indie Agency Hits Reset Button on Mobile Programmatic Buying

July 28, 2014 in News

mobile programmatic buying

Horizon is rolling out a programmatic division, dubbed HX, to handle its machine-driven ad buys for clients. The initiative, supported through relationships with four demand-side platforms (DSPs), expands on a two-year foray into mobile programmatic buying that initially supported Adap.tv. However that effort failed to produce the desired scale, as clients resisted trafficking ads on unknown sites.

“We were contending with the same challenges that certain pockets of the marketplace have today. There’s still network buying and perhaps limited visibility. You don’t necessarily understand where impressions are,” said Donnie Williams, chief digital officer. “It felt like we were another network, talking about the value all these tools of mobile programmatic buying brought to properties that in and of themselves were not valuable. It was a tough hole to climb out of.”

But climb Horizon did. Partly because of the challenges Williams describes, transparency is the rule at HX. The unit charges a flat markup on working media and discloses that margin to clients.

“There is no arbitrage or resold media,” according to Adam Heimlich, SVP Programmatic at HX.

HX has formal agreements with Turn, The Trade Desk, Adap.tv for video inventory and Adelphic for mobile and cross-device targeting. Heimlich and Williams say the agency will integrate additional technologies as required by clients.

According to Adam Heimlich, Horizon SVP of Programmatic, “roughly 75% of our [100] clients leverage programmatic solutions today through Horizon Media. We are in the process of migrating those clients to HX as a way to further deliver value. That’s on approval, absolutely not mandatory. At present about half of those clients are in transition. We feel we’re going to close that gap over time as folks start to see the positive results of working alongside HX.”

 To read the article in its entirety, visit AdExchanger.

The post Horizon Media, Largest US Indie Agency Hits Reset Button on Mobile Programmatic Buying appeared first on Adelphic.

InMobi Launches the World’s Largest Mobile-First Programmatic Advertising Exchange Powered by Rubicon Project

May 29, 2014 in News

InMobi Exchange Also Brings the Largest Mobile-First Programmatic Marketplace to Buyers and Sellers Globally

mobile-first programmatic

SINGAPORE, LOS ANGELES and LONDON, May 29, 2014 – InMobi, the world’s largest independent mobile advertising network, and Rubicon Project (NYSE: RUBI), a leading technology company automating the buying and selling of advertising, today unveiled InMobi Exchange, a mobile programmatic buying and selling platform and the world’s first exchange to support buying mobile native ads at unprecedented global scale. The exclusive agreement between the two companies creates the largest mobile-first programmatic exchange that:

– Enables hundreds of buying platforms, representing tens of thousands of advertisers,
– To reach 759 million active monthly unique users globally,
– Across 30,000 mobile apps.

Native mobile ads deliver five-times higher yield for publishers and application developers and six-times greater conversions for buyers over traditional banner ads. With the creation of the InMobi Exchange, InMobi – powered by Rubicon Project’s Advertising Automation Cloud – is ushering in programmatic trading of customized, native ad units, which mirror the organic look and feel of a given mobile app to provide greater value to advertisers, publishers and application developers. InMobi is working with Rubicon Project and the IAB OpenRTB Working Group in standardizing native programmatic buying.

“Demand for native ads is increasing, as their high performance makes them very attractive to advertisers. However, the market is currently constrained by the lack of a robust platform that allows native ad slots to be bought, and sold, transparently. This lack of scale is one of the primary reasons native ads are not as popular as they could be. InMobi Exchange brings to-market the scale and quality needed for buying and selling of native ads to accelerate globally,” said Jide Sobo, Head of Mobile, MEC UK.

The InMobi Exchange will also provide buyers seamless access to extensive mobile-first InMobi Audience Personas allowing advertisers to achieve double the engagement. Built from data of over one trillion proprietary mobile consumer activities, InMobi is continuously expanding its audience intelligence and learning.

For publishers and application developers, InMobi Exchange will offer the best of both sell-side applications and real-time bidding capabilities for native and traditional mobile ad formats.

“There is a fundamental shift occurring in digital advertising to custom advertising experiences that match the form and function of the mobile environment and are appropriate to the overall user experience,” said Michael Collins, CEO, Adelphic. “The promise that InMobi Exchange will provide the power of these custom ad experiences at scale with the efficiency and transparency of programmatic buying is a great step forward for the mobile advertising ecosystem.”

“We are committed to improving the mobile user experience, whether through the aesthetic of native ads or relevant advertising, based on our deep understanding of mobile consumer behavior. In selecting Rubicon Project’s Advertising Automation Cloud to power our InMobi Exchange, we are taking the next natural step by bringing these custom native experiences to programmatic buyers and sellers at scale. We believe that this represents the next era of digital media buying globally,” said Naveen Tewari, CEO, InMobi.

“Rubicon Project has developed the scale and speed required to power the largest independent marketplace that automates the buying and selling of advertising,” said Frank Addante, CEO, Founder and Chief Product Architect, Rubicon Project. “Our infrastructure and massive installed base of buyers, combined with InMobi’s mobile expertise and scale, creates one of the largest automated global exchanges poised to accelerate mobile advertising adoption.”

The post InMobi Launches the World’s Largest Mobile-First Programmatic Advertising Exchange Powered by Rubicon Project appeared first on Adelphic.

Google’s Mobile Tracking: The Advertising “Holy Grail?”

November 7, 2013 in News

Mobile Targeting

News that Google is continuously tracking people’s whereabouts with mobile tracking has agency executives salivating. While its beta tracking program is currently limited to connecting Google mobile search to store visits, it represents a meaningful step toward Google achieving “the holy grail of advertising,” according to one exec who has been briefed by Google.

That holy grail involves connecting user location data to all of the other information users provide to Google through its suite of desktop and mobile products. Agency executives see this as an opportunity to track consumers along every point of the purchase funnel: from initial intent (a Google search for “shoes” on a desktop, for instance) to final purchase (using smartphone location data to track that person’s subsequent visit to a shoe store).

Ray Velez, cto at digital agency Razorfish, said this was potentially transformative for “attribution analysis” — by tracking people’s Internet (and real world) activity across devices and services, Google will be able to prove that an ad seen on one of its many channels led to a purchase elsewhere. The better Google can show its ads are effective, the more alluring the company is to advertisers.

Google, which declined a request for comment, mentioned measuring “cross-device conversions” in an Oct. 1 blog post.

Sean McDonald, vp and group director of SEO at DigitasLBi, illustrated the significance of the program with the following scenario: A consumer searches Google for “sunglasses” on his desktop and clicks on a paid search ad for a sunglasses chain (thus exhibiting an intent to buy). That same person then searches that chain on his Google Maps mobile app, again signaling purchase intent, and is able to see where the closest location is. When inside the store, he opens up his Gmail app — which has location sharing on, telling Google that he visited that offline shop.

Aside from the obvious privacy concerns, many stars have to align for that chain of events to transpire. The user has to be willing to click on a Google ad, has to want to take the trouble of finding a store, has to opt-in to location services on his Gmail app and then open his Gmail while in the shop.

But McDonald — who was not briefed on the offline program currently being beta-tested — added that Google’s tracking ability would be even more significant if Google Wallet were ever to reach a critical mass. And if Google were able to tie users’ itemized store purchases back to which pre-roll ads they saw while watching YouTube, then it’d have an incredibly compelling proposition to marketers.

“If there was some way to have a universal Google analytics tag and you’re able to create that holistic view via a mobile app and desktop experience, you’ll be able to drive more relevant advertising,” Razorfish’s Velez said.

Google is attempting to create this holistic web experience for users (and advertisers) by trying to get people to sign in to its various desktop services. Google’s Chrome web browser and its Google Maps desktop site work better if a user is signed in with his or her Gmail account, for instance. In September, Google made signing up for a Google+ account a prerequisite to leaving comments on YouTube.

For its mobile apps, Google is not only asking users to sign in with their Gmail accounts, it’s asking them to constantly share their location with Google. The intended effect of this dual-pronged strategy is to envelope web users in a cohesive Google ecosystem, and, in turn, increase the value of its ad products.

“Once you start tracking people on mobile, we can have one plan for all the channels we use,” Michael Collins, CEO of mobile ad targeting company Adelphic, said. “If I’m able to build up a behavioral database based on where that user has been, it makes the media more valuable.”

To read the article in its entirety, visit Digiday.

The post Google’s Mobile Tracking: The Advertising “Holy Grail?” appeared first on Adelphic.

Mobile Video Advertising Now Available for Programmatic Buying Via Adelphic

October 23, 2013 in News

Mobile Video Advertising

Targeted mobile advertising company Adelphic on Wednesday announced the addition of mobile video advertising inventory to its mobile DSP. This means that agencies and brands using Adelphic can now buy mobile video advertising via mobile programmatic buying.

Michael Collins, Adelphic’s CEO, stated that the company’s brand and agency partners have been increasing spend on mobile video. He believes opening it up for programmatic trading will increase the “efficiency and effectiveness” of the ad format.

Adelphic’s inventory supply partners at launch include BrightRoll, LiveRail, Vdopia and MoPub. Adelphic claims that over one billion mobile video ad impressions will be available each month for mobile RTB.

To read this article in its entirety, visit MediaPost.

The post Mobile Video Advertising Now Available for Programmatic Buying Via Adelphic appeared first on Adelphic.

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