Brand.net » Industry News

comScore Reach Rankings: Whither RTB?

Madhu Vudali — Thu, 27 Oct 2011 20:30:21 +0000

comScore recently released its latest rankings of “ad-focused properties” (aka ad networks). “Who’s up and who’s down” always attracts much ink in the broader industry/business press. In seriousness, many of the agencies use this ranking as a filter to decide whom…

Are We Talking Past Each Other?

Elizabeth Blair — Fri, 14 Oct 2011 05:14:13 +0000

Two interesting pieces this week – Brian Morrissey’s first in a series of 12 (!!) rapid-fire Digiday articles on “Solving the Web’s Brand Challenge.” The usual suspects ( I mean that in a good way) – reeled off the usual list…

How did they know to search for that brand?

Andy Atherton — Thu, 14 Jul 2011 21:51:44 +0000

Just a quick post to highlight a recent piece of research by attribution modeling company C3 Metrics (thanks AdExchanger!).

There’s more interesting detail at the link, but the headline is that in 37% of all online transactions analyzed, search on a branded…

Too many bad apples

Andy Atherton — Wed, 13 Jul 2011 21:30:51 +0000

The recent Stanford research on the blatant disrespect for user privacy preferences by many of the leading online advertising companies is a must read.

I offer sincere kudos to the companies who do show serious respect for user privacy, meeting and exceeding…

Addressing that “all-important brand/premium/guaranteed marketplace”

Elizabeth Blair — Thu, 07 Jul 2011 23:24:55 +0000

I was delighted to see that Tumri has been acquired. M&A is great for the online advertising industry. Consolidation creates fewer, stronger players with deeper, better solutions. And liquidity gives venture capitalists the dollars and incentive to fund the next…

Premium traction

Andy Atherton — Wed, 29 Jun 2011 22:36:46 +0000

There has obviously been a ton of commentary already on WPP’s recent Xaxis announcements, but I wanted to highlight one specific element of Brian Lesser’s AdExchanger Q&A on Monday that caught my eye.

Brian twice mentioned “Xaxis Premium”, saying it will “use…

Where’s the “LUMA slide” for branding?

Andy Atherton — Wed, 22 Jun 2011 17:33:03 +0000

Very interesting article today from Brian Morrissey at Digiday, channeling Jeff Levick of AOL.

As Brian put it:

“The truth of the matter is much of the machinery of the programmatic buying landscape, captured in the Luma Partners slide, is dedicated to non-guaranteed…

Go Neal!

Andy Atherton — Fri, 10 Jun 2011 19:22:02 +0000

Some very interesting tidbits in Neal Mohan’s post on the Google blog yesterday.

First is that Google sees display inventory per user declining 25% by 2015. This is a pretty interesting prediction given the conventional “wisdom” that online ad inventory is unlimited. This…

Just because you can, doesn’t mean you should

Andy Atherton — Wed, 08 Jun 2011 17:56:50 +0000

Today, I wanted to highlight and echo some recent commentary from two very smart online ad veterans, Dave Morgan and Doug Weaver.

Their thesis in a nutshell is that the online advertising ecosystem has pursued an arms race of targeting upon targeting…

More on GDN Reserve

Andy Atherton — Wed, 20 Apr 2011 17:45:35 +0000

Today’s Ad Exchanger published more commentary on Google’s GDN Reserve announcement last week.

Views from senior execs at VivaKi (Publicis) and Group M (WPP) rounded out the additional commentary from Google that was posted Monday. John also published some additional perspective from Elizabeth and others.

A few things…