Category Archives: Media Buying
Leveraging the Influence of Neighbors
Christopher Skinner sold a search marketing company called Performics to Google as part of its Doubleclick acquisition. He now runs a software company called MakeBuzz that is on track to spend almost $100 million in media this year. Clients include Google, Target, and Oreck. Its premise is simple: People buy the stuff their neighbors buy. By starting […]
Stealing Some Of Microsoft’s 76% Ad Tech Market Share
When you think of advertising technology in the display space, the first names you’re likely to think of are Google, PubMatic, Adobe, and AppNexus. But Microsoft? Not really top of mind, unless you are thinking of its disastrous aQuantive acquisition in 2007. Sure, every now and then MSFT will pick up the odd Rapt or […]
Getting in the Conversation with Social TV
I was recently at a conference, and took a picture of a PowerPoint slide that I thought was pretty interesting. It showed the growth of tweets about television from Q2 2011 to last quarter. Basically, nobody was tweeting anything a few years ago, and then there were over 18 million unique people tweeting about TV […]
Going Native
Talk of ghost publishers and robot traffic has digital brand advertisers questioning some long-held beliefs. They’re wondering whether the promise of efficiency in media is outweighed by the prospect of buying ads that only machines will ever “see.” As Mike Shields pointed out in an excellent AdWeek article the other day, brand advertisers have found themselves at the […]
If it’s Not Programmatic Premium, Then what is it?
I recently returned from an exciting IAB Annual Leadership Meeting in Phoenix, where a packed Arizona Biltmore resort was host to over 800 digital media luminaries. On the tip of many tongues over a two day session was “programmatic premium,” the term our industry is using to describe the buying of digital media in a […]
Is Programmatic Premium?
As the bloated Display LUMAscape shifts, more and more companies focused on real time bidding are turning their venture-funded ships in the direction of “programmatic premium” and trying to pivot towards an area where nearly 80% of display media budgets are spent. This has been called the “Sutton Pivot,” referring to the notion of robbing […]
Death of the Digital Media Agency (Redux)
Last year, I wrote that the digital agency was dead. I was mostly talking about how platform technology was going to knock a lot of digital media agencies out of business. In a world where over five trillion banner impressions are available every month, I argued, it was simply too much for humans to navigate […]
Can you Buy “Brand?”
Understanding Social Affinity Data Marketers are increasingly turning to social platform data to understand their customers, and tapping into their social graphs to reach more of them. Facebook “likes” and Twitter “follows” are religiously captured and analyzed, and audience models are created—all in the service of trying to scale the most powerful type of marketing […]
Best Practices in Digital Display Media (Interview)
Digital display is remarkably complex. Standard campaigns can involve multiple vendors of different technologies and types of media. Today, eConsultancy launches Best Practices in Digital Display Advertising, a comprehensive look at how to efficiently manage online advertising. We asked the author, Chris O’Hara, about the report and work that went into it. Why did you write […]
Down and Dirty Platform Guide
Currently, Donovan Data Systems and MediaBank own the advertising platform space, with more than 80% market share among agencies, which use the platforms extensively for buying offline media, and use their systems to bill digital media campaigns. Neither have a very sophisticated digital offering, which may be why the two companies teamed up to create […]
