vidasco media blog

NEW RULES FOR REAL-TIME BIDDING

May 29, 2013
NEW RULES FOR REAL-TIME BIDDING

Real-time bidding (RTB) was launched several years ago and has experienced tremendous growth since its inception. It was a challenge to traditional advertising in that it was a technology that was able to uniquely target every ad impression that was served and to price each ad impression on a real-time basis. Originally pioneered on only a handful of search engines, real-time bidding now has an infrastructure that can run impression-level targeting for any web site and can process these impressions in one-tenth of a second, all while the page is rendering.

Display advertising has refashioned itself with the ability to target audiences on a real-time basis. Advertisers can now mix and match the data they get from a variety of sources and use the technology in combination with certain algorithms to implement any kind of bidding desired. However, campaigns based on real-time bidding can perform incredibly well when they are executed correctly as long as those who run these campaigns realize that certain assumptions and hypotheses that the industry has been using over the years may be incorrect and need to be changed and corrected in order to get the most out of real-time bidding.

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On-Demand Marketing: Challenges and Opportunities

May 13, 2013
On-Demand Marketing: Challenges and Opportunities

The new digital age has brought on a vast increase in consumer power that is leading marketing towards being not just “on” but on-demand where consumers will judge companies by their ability to deliver more finely tuned experiences that will increase interactions and will be available almost anywhere and at any time, easy to access and are greatly customized to their tastes and preferences. This on-demand marketing has been fueled by new technologies such as social media and mobile devices combined with customer expectations that have enabled the digital environment to be a “wherever” occurrence.

What is mostly remarkable about this is that the advent of on-demand marketing is beginning to seem common and routine and generally accepted. Businesses have learned how to optimize search positioning for their products and services and have concentrated their publishing and monitoring activities on social media channels, creating experiences they hope will be positive for their customers who in turn want to share them with others. Furthermore, they are making easy and automatic ways to post reviews that are favorable for their products either through their web sites or by email with links to web sites for writing reviews. With the rise of on-demand marketing, there will be four areas in which consumer demands will rise and to which companies need to respond.

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New Ways to Predict Consumer Behavior

May 06, 2013
New Ways to Predict Consumer Behavior

Businesses these days rely on the ability to predict the behavior of their customers and potential customers in order to increase their sales. No longer a collection of buzzwords that one would never hear outside of the likes of MIT or NASA, many businesses are using high-end techniques like artificial intelligence, probabilistic data structures and algorithms to determine how their audiences act and react to web sites, advertisements and other messages that are displayed on the web. Every now and then, a major retailer has claimed that they used pricing, sales history and demographic data of their products in order to predict when they needed to time price markdowns.

Often good results are found using these techniques. Publishers and advertisers always want to know more about their audiences and are using data-driven predictions and algorithm-based techniques to gather as much information on their audience as possible. These techniques are now becoming an everyday reality of the online advertising and publishing industries. However, publishers, in particular, are finding that they can use even simpler techniques for tracking Internet activities of their audiences and that is by means of browser cookies.

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