I gave a talk on Thursday at the AppNexus Summit in front of a few hundred digital advertising types. The first part of the talk was a macro overview, but when the Q&A session started, all that anybody wanted to talk about was my take on online media.
Programmatic buying of digital media across exchanges is going through an accelerated growth phase. Recognizing the enormous benefits for the entire industry, companies on the buy and sell sides have dropped their competitive biases to create the OpenRTB Consortium. The group's mission is to improve ad technology adoption and integration through the creation of open, flexible, and safe industry standards.
Editor’s Note: This is a guest post by Mark Suster ( @msuster ) a VC at GRP Partners . He blogs at BothSidesoftheTable . Banner Ads.
One would be hard pressed to say that concerns about privacy are an emerging trend. They've been of concern for online advertising, in one form or another, since DoubleClick bought Abacus in November 1999. It's been over the last year that privacy concerns have really spent a decent amount of time in the news, starting in earnest with the Wall Street Journal's "What They Know About You" series that started running last July.
– July 15, 2011 Posted in: Advertising , U.S. Traditional methods of attributing the effects of digital advertising, such as last-click (commonly used to measure the impact of direct response advertising) and last exposure (commonly used to measure the impact of branding advertising) rely on overly simplistic, flawed methods.
The Economics of Attention: Why There Are No Second Chances on the Internet : Tech News and Analysis «In my last Om Says , Why Some Apps Works and Some Don’t, I started to explore one of my core theses — the growing importance of the economics of attention and how it relates the success and failure of Internet (and mobile) applications. I believe that the economics of attention is much more ruthless and unforgiving than the real economic underpinning of a product. What I mean is that you can find money for your company from an investor, but it wouldn’t really matter if you don’t have users’ attention.