Lifestyle web site company Glam Media said yesterday that it has created a private, invitation-only marketplace for brand advertisers to purchase ad inventory. The technology for the marketplace is being supplied by online advertising technology company Rubicon.
Glam serves about 244 million global monthly unique users and also provides ad-serving technology for advertisers and publishers. The company is trialing the marketplace with a handful of selected brand advertisers, but plans to increase that number shortly, according to Art Schram, Glam Media’s vice president of engineering.
“There was a demand from buyers to create a private environment with preferential pricing and that gave them more direct access to premium inventory,” said Schram, of the reason for creating the marketplace.
While it doesn’t replace automated real-time bidding (RTB) as a way to purchase ads, the private marketplace will give advertisers more information about the inventory they are purchasing than with most currently-used RTB systems. RTBs often leave agencies and brand advertisers in the dark as to where specifically their ads will be placed, whereas here they will be able to buy a specific chunk of inventory and thus more directly target the audience they want to reach. It will also allow Glam to direct premium inventory more directly to favored clients, Schram said.
The real-time rules engine provided by Rubicon’s technology enables Glam to markup individual ad impressions with attributes or categorize inventory into segments based on data such as types of users, placements and performance data. Normally, Schram said, users of automated buying systems do not have access to such rich data.
Glam can also execute multiple access, sales and pricing strategies to ensure advertisers are gaining the highest yield possible for their inventory. Glam can also decide in real-time which avenue is the best one at that moment, whether it is direct demand, RTB or private marketplace demand.
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.