Comments for Cross Pixel http://crosstargeting.com My thoughts on interactive advertising and more Tue, 22 Feb 2011 17:08:45 +0000 hourly 1 http://wordpress.com/ Comment on A Question for the RTB Pros: by Sarah Joy http://crosstargeting.com/2011/02/22/a-question-for-the-rtb-pros/#comment-18 Tue, 22 Feb 2011 17:08:45 +0000 http://crosstargeting.com/?p=76#comment-18 In RTB the ability to accurately target is (or can be) tied to the ability to accurately bid for an individual impression. The same up-to-the-millisecond data that informs a bid for an impression can also be used to increase the precision of targeting or, alternatively, to extend the reach of an existing user pool through social targeting or similar cookie analysis. Furthermore, the individual user profiles used to determine the bids can also be used to construct custom-tailored creative in real-time.

Still, the real-time bid computation is the is the real value driver. It’s is influenced by myriad factors such as the recency, frequency, and historic eCPMs of each individual user, as well as characteristics of the ad space itself. These factors can change moment to moment, so RTB allows for pricing that reflects the most recent fluctuations in the value of each impression.

As an example, we (sociomantic labs, a demand-side platform serving performance advertisers) are using a social targeting logic to inform both our real-time bids as well as our dynamic ad creation.

Hope that helps.

]]> Comment on Kill the Click – It’s Time for Engagement by Quora http://crosstargeting.com/2011/02/15/kill-the-click-%e2%80%93-it%e2%80%99s-time-for-engagement/#comment-17 Mon, 21 Feb 2011 21:40:24 +0000 http://crosstargeting.com/?p=68#comment-17 Will AdKeeper work?…

In order for adkeeper to succeed, there will have to be dramatic shift in online ad formats and the nature of online advertising will have to shift from disruptive to constructive so ads and experiences are worth saving. I wrote a post on this recently…

]]> Comment on Kill the Click – It’s Time for Engagement by WPP’s Sorrell On App Power; RadiumOne Adds Its Own “Like”; Yahoo! Facebook-ing http://crosstargeting.com/2011/02/15/kill-the-click-%e2%80%93-it%e2%80%99s-time-for-engagement/#comment-14 Wed, 16 Feb 2011 05:55:07 +0000 http://crosstargeting.com/?p=68#comment-14 [...] Cross Pixel Media’s Alan Pearlstein says Facebook has the capability to create a whole new metric that can help buyers and sellers of online advertising. He writes, "Facebook is uniquely positioned to introduce engagement pricing. The average person spends more time with Facebook that any other web site providing the company with ample opportunity to create connections for their advertisers." Read his entire thesis. [...]

]]> Comment on The Winklevii Could Learn From Groupon by Dude Yamaha http://crosstargeting.com/2011/01/12/the-winklevii-could-learn-from-groupon/#comment-13 Wed, 09 Feb 2011 07:12:12 +0000 http://crosstargeting.com/?p=51#comment-13 Guy Kawasaki tries to take credit for everything. Please don’t fall for it. That truism has been around for many decades.

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