RTB

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Data Targeting in Markets Without Third-Party Data

Apr 23, 2014 - Asia's data market is still quite nascent, as third-party data sets are not yet widely traded in the region. Given the limited availability, here are three ways marketers can make the most of it. Comments

Understanding Real Value in RTB: The Importance of Transparency

programmatic Apr 13, 2014 - The display ad tech ecosystem has evolved into a complex web of tech offerings and jargon to confuse any marketer, with transparency and margin points hidden away. This column explains why you should care about transparency. Comments

New Newspaper Numbers; New Opportunities

newspapers Apr 11, 2014 - New research suggests the further decline of print newspaper usage, but newspaper companies can respond to the challenge with direct sales, data usage, and content marketing. Comments

Why a Full-Service Agency Shouldn’t Manage Your Real-Time Bidding Campaigns

real-time-bidding-1 Apr 10, 2014 - Full-service agencies aren't set up to effectively manage real-time bidding (RTB) technology. To get the most out of RTB, you need a specialist agency. Comments

When Real-Time Advertising Isn't Real Time

real-time Apr 2, 2014 - Real-time bidding (RTB) isn't always as real-time as you might think, as the bids are often based on data that is hours, or even days, old. If we want RTB to live up to its name, we have to make sure it's powered by real-time data. Comments

5 Questions to Ask Your Potential Programmatic Buying Partner

question mark Mar 18, 2014 - With programmatic buying quickly becoming mainstream, it will be important for marketers to understand this powerful tool, its potential, and its limitations. Comments

New Time-Spent Metric Seeks to Move Marketers Away From Clicks

time-spent-shutterstock-176656073 Mar 17, 2014 - The online ad industry has been slow to move away from click-throughs and impressions as a standard. Ad exchange WebSpectator claims its newly MRC-accredited guaranteed time slot will help move them in the right direction. Comments

Who Should Own My Data Management Platform?

data-management-shutterstock-147256514 Mar 5, 2014 - Mapping out the pros and cons of data management platform (DMP) ownership - an ad tech dilemma for marketers in China. Comments

The Programmatic Interrogation

targets Jan 22, 2014 - What, exactly, does "programmatic" mean? Comments

Online Video Ad Trends 2014: Shake-Up in Programmatic Trading

mobile-video-view Dec 19, 2013 - 3 trends and issues that will impact the online video market in the next 12 months. Comments

Will Programmatic Premium Buy Overtake RTB in China?

tango Nov 26, 2013 - A research firm in China predicts that PPB will become the primary buying method within DSP ad buying in the country. I beg to differ. Comments

India: What will 2014 be for Digital Marketers?

india Nov 24, 2013 - It will challenge marketers in the country to bring more focus and clarity to digital. Comments

Will The Real Agency Trading Desk Please Stand Up?

displaylumascape Nov 12, 2013 - With increasing popularity for using trading desks in Asia, advertisers should start examining closely how it works and whether you should consider going direct with DSPs or not. Comments

E-Commerce in China: Consider RTB to Deliver Results

ecommerce Nov 5, 2013 - While Alibaba's Taobao is the preferred choice to start an e-commerce business in China, is it the perfect environment for all businesses? Comments

Mad Men to Machine Mavericks: Google Adx on RTB Trends in Asia [Video]

rtbseshk Oct 7, 2013 - Google AdX exec discusses how marketers are leveraging first-party and third-party data in the region, including the infrastructure available to support seamless real-time biddable activity. Comments

Twitter Acquires MoPub to Expand Real-Time Bidding to Mobile

Twitter Money Sep 10, 2013 - Twitter pulled the trigger on its biggest deal to date, acquiring MoPub on Monday to expand its reach and capabilities in native advertising and real-time bidding for mobile ads. Comments

Why Asia Needs Another DSP in the Region: Q&A With The Trade Desk

singapore Sep 2, 2013 - With so many acronyms yet loose definitions in display ad tech, APAC head Andrew Tu explains the value his DSP is bringing to the region as well as RTB challenges for Asia. Comments

The True Value of Media

paid-shared-earned-owned-media Aug 26, 2013 - With more transparent buying at the URL level via real-time bidding, and a renewed interest in native advertising, it will be hard for publishers to generate fictitious traffic and fool the buyer. Comments

50 Shades of Retargeting

retargetingchart Aug 13, 2013 - A marketer's guide to the different types of retargeting for your campaign. Comments

Who Cares About Real-Time Data Anyway?

realtime Jul 31, 2013 - Real-time data is relevant only if a business can actually make sense of this data and act on it in the right timeframe. Comments

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