- Why are EpiPens so expensive, and why is everyone so mad about it?Over the past few weeks, EpiPens have slowly overtaken the news. So what is going on with them exactly? What's happening with EpiPens? Last year, Bloomberg broke the story that the pharmaceutical company Mylan had turned EpiPens into a cash cow of a business since it bought the product in ... read more
- Smiletime launches as yet another live-streaming service to connect creators and fansFor the last four years, Danika Lee Massey has been talking about X-Men, other superheroes and Game of Thrones with thousands of fans. More commonly known as Comic Book Girl 19, she spends hours each week producing YouTube videos about her theories and reviews. But earlier this year, after signing ... read more
- An internal defect is causing tons of iPhone 6 and 6 Plus to breakA hardware defect is causing certain iPhone touchscreens to malfunction and become unusable. Is it a design flaw or planned obsolescence? The issue, dubbed "Touch Disease," affects iPhone 6 and iPhone 6 Plus models, according to Jessa Jones, a repair specialist from iPad Rehab. On the surface level, affected iPhones ... read more
- Scripps Networks Interactive’s Recipe For Platform-Specific ContentAdExchanger | When publishing content via social media, the biggest hits don’t always follow conventional wisdom. One of Scripps Networks Interactive’s most popular videos on social media featured best practices for storing fresh vegetables, according to Vikki Neil, the company’s SVP and GM of digital. Counterintuitively, the video performed much ... read more
- Inside City AM’s branded content revenue ambitionsLondon daily newspaper City AM is carving a new revenue stream by letting advertisers publish directly to its site, and has signed its first client, Invest Edinburgh, in a six-month £60,000 ($80,000) deal. Invest Edinburgh published its first batch of articles on the site last week, some of which have equalled ... read more
- Just One Thing: Choosing the right influencers
- Just One Thing: Taking your brand abroad
- Just One Thing: Building a global-ready website
- People urged to remove password from WiFi to help Italian earthquake reliefMultiple organizations and institutions have asked people to temporarily remove passwords from their WiFi after the strong earthquake that struck central Italy early Wednesday, leaving dozens dead. SEE ALSO: This photo shows the level of destruction of Italy earthquake The National Geological Association, Lazio region and the Red Cross have ... read more
- Just One Thing: Deciding when to go global
- A Physicist’s Nightmare of the VoidAn attempt to explain the origins of the universe leads to a haunting vision of nothingness. ... read more
- Just One Thing: Building a base for growth
- Just One Thing: Raising new rounds of capital
- Just One Thing: Leveraging the internet
- Just One Thing: Evaluating which trends to follow
- Just One Thing: Differentiating your business
- Google’s internet-beaming balloon project gets a new leaderProject Loon, Google's high-profile effort to put broadband-emitting balloons into the stratosphere over remote parts of the world, is getting a new leader with practical industry experience. X, the research division of Google parent company Alphabet Inc., said Tuesday it hired Tom Moore, co-founder of satellite-based broadband service provider WildBlue Communications ... read more
- America’s Biggest Banks Have a New Name for Their Venmo-Killer: ZelleThe nation’s banks plan to name their reinvigorated person-to-person payment service “Zelle” and aim to launch the new brand at a payments-industry conference in October, according to people familiar with the matter. ... read more
- 10 pro tips to make your US Open Snapchat Story a smash hitEven if you're only the occasional Snapchat user, chances are you'll whip out your phone when you're out doing something really, really awesome. So, why not make the most of those awesome moments, to make your followers at home even more jealous? If you're heading to the US Open this ... read more
- Why Twitter Can’t Shake Its Harassment ProblemTwitter has been trying to shake its reputation as a haven for harassment, but the company’s own design can magnify events, and its rules and response tactics are inconsistent. ... read more
- Opera TV Is The Engine Behind Your Smart TVAdExchanger | These are the TV brands you know – Sony, Samsung, LG. But the browser and operating systems inside their hardware comes courtesy of a third party. And Opera TV, the purveyor of said software, is starting to dip its toe into more consumer-facing fare. “We shipped 42 devices with ... read more
- Google’s VR platform Daydream may launch within weeksAt Google's annual I/O developer conference in May, the company announced Daydream, an Android-based, virtual reality development platform. Daydream will offer users a VR experience with just a smartphone, some apps, a headset and a controller. However, none of that actually launched at the conference. The headset was merely a ... read more
- Edmunds Automates Social Ads For Car DealersAdExchanger | Auto shopping publisher Edmunds built an agency-like service designed to help auto dealers reach in-market car buyers on Facebook and Instagram. Car dealers set a budget and campaign parameters and an Edmunds sales rep enters the details into a Salesforce CRM system. That information gets sent to Facebook ... read more
- Rovio Entertainment Plans Sequel to ‘Angry Birds’ MovieRovio Entertainment, the Finnish maker of the “Angry Birds” mobile game, said it plans a sequel to its successful animation movie based on the irascible fowls. ... read more
- Uber Lets Drivers Hail an IRA with BettermentUber Technologies is partnering with robo advice provider Betterment to offer thousands of its drivers access to retirement accounts. ... read more
- How to build a racing drone
- How to build your own screaming fast quadcopter droneThe sport of drone quad racing is quickly growing from DIY hobby to full-fledged competitive sport. Unlike off-the-shelf drones like DJI's Phantom series, the racing drones are quadcopters (hence, "quad" racing), generally hand-built and fully customizable. In a multi-part video series, Mashable Creative Producer Sam Sheffer explores what it ... read more
- How to install Android 7.0 Nougat on your Nexus phone or tabletAndroid 7.0 Nougat has arrived. For the most part, Nougat's noteworthy features are under-the-hood changes like the better Doze battery and data saver, split-screen mode and a whole bunch of new emoji. Nougat isn't a top-down revamp, but it's still a worthy update for the nut- and bolt-tightening and security ... read more
- Tech Startups Struggle to Close Deals With IT BuyersStartup products and services for enterprises, while more accepted than a few years ago, still face significant resistance on the path toward revenue. ... read more
- 5 things you need to know about the world’s fastest growing smartphone marketEveryone wants a piece of India. The world’s fastest growing smartphone market has over 60 phone companies fighting with each other for the attention of country’s 1.3 billion people. And the competition keeps getting fiercer. SEE ALSO: India will have 730 million internet users by 2020 and is already in ... read more
- Privacy watchdogs: Ashley Madison’s security was ‘unacceptable’The online security of notorious cheating website Ashley Madison had "unacceptable shortcomings." That fact must have been bitterly obvious to any of its users who had their names, emails and banking details leaked online in mid-2015. It's also the final judgment of a joint investigation between the Australian Privacy Commissioner ... read more
- Report: Most drone accidents caused by the tech and not the operatorIf you believe the hype, we're mere minutes from having hot meals delivered by drone. That's why it's concerning we know so little about drone accidents and what causes them. A team of academics in Australia have tried to remedy that lack of information. Led by Graham Wild, a senior ... read more
- The Honest Trailer for ‘No Man’s Sky’ is savage and unforgiving
- Google Search Will Penalize Mobile Sites With Interstitial AdsStarting next year, Google could begin sending less traffic to mobile websites if they make use of interstitials—the pop-ups that can take up users’ screens, often with advertising. ... read more
- Prime M&A Targets: Ad Tech Companies That Own Customer RelationshipsAdExchanger | "Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Todd Van Fleet, managing partner at Van Fleet Capital Strategies. Greek philosopher Heraclitus is credited with the observation that life's only constant is ... read more
- Facebook Tries Out Autoplay Video With Sound; Google SEO Changes Will Be Bad For Interstitial AdsAdExchanger | Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Facebook Hits Unmute Facebook is testing autoplay video ads with sound on, Mashable reported after Australian users first started seeing (and, uhh, hearing) the spots on Tuesday. Half of the test is more of an active prompt for sound ... read more
- How new ad formats are opening the door to new threatsThe nemesis of the office IT professional is no longer spam email. Today, it’s advertising. How did digital ads become the next biggest threat to web security? New formats like video and native pull together a ton of different assets to create a single user’s experience. Hitching a ride ... read more
- Anatomy of a brand crisis: How Eos went from being hot to notThere are cracks in the eggshell of Eos’s brand. At its peak in 2013-2014, the colorful, egg-shaped lip balms were popping up everywhere — from Miley Cyrus music videos and Kim Kardashian tweets to practically every millennial’s tote. But a string of lawsuits earlier this year claiming the lip balms cause blisters and ... read more
- ‘People go after a name, not a connection’: Marketers sound off on what’s wrong in influencer marketingThis is part of a series on content strategies for brands as publishers, a deep dive into how brands are building out content offerings. Influencer marketing is the hottest buzzword of the moment, especially among the content marketers attending the Digiday Content Marketing Summit this week in Park City, Utah. ... read more
- CNN is going after Africa’s young, mobile audience — starting with NigeriaBusari (Credit: Twitter / CNN Africa)Nigeria is not only one of Africa’s most populous countries, but it also has one of the youngest populations on the continent. That’s why CNN International is focusing its efforts there, setting up its first digital bureau in Nigeria’s largest city, Lagos. Leading the operation is Nigerian native Stephanie ... read more
- Confessions of an analog man in a digital worldMark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than yours. I turned 56 last week. I’ve written for Digiday — the leading source for all things digital and tech in advertising, marketing and ... read more
- Infiniti uses biometric armbands to measure enthusiasm levels for new modelsWhen luxury car fans visited Infiniti Pavilion at the Pebble Beach Concours d’Elegance auto show in California last week, they got an armband that could transform their emotions toward the vehicles into different color lines on a 44-foot-long LED screen. The armbands were connected to different sensors that were installed on the cars ... read more
- The Tesla Model X has arrived in AustraliaTesla's attempt at the family SUV has finally arrived Down Under. On Wednesday, the electric car company officially launched the Model X in Australia. In case you didn't know which demographic it's hoping to target, Tesla has pitched the car as more family-friendly than its Model S model, talking up ... read more
- The 10 best features hiding in the Android Nougat UpdateGoogle is starting to roll out the latest version of Android. If you have a Nexus device, you can grab the update now. While many of the biggest improvements — like longer battery life, better security updates and VR-ready features — won't be immediately obvious once you get the update, ... read more
- NBC Argues Millennials Did Watch the Olympics—Just Not All on Traditional TVTraditional TV ratings for the Rio Olympics fell from four years ago, particularly among young viewers, but NBCUniversal has maintained those ratings only tell part of the story, since this year’s event also aired on cable networks in primetime and all content was available to stream live. ... read more
- Best Buy Shares Jump as Online Sales ClimbBest Buy reported a surprise increase in second-quarter sales, helped by a sharp jump in its online business as the retailer lured shoppers in a difficult market. The company’s stock surged as much as 19%. ... read more
- Spotify in Talks Over Music RightsAs Spotify gears up for a potential initial public offering next year, the music-streaming service is missing one key component in its pitch to investors: rights to play the music in years to come. ... read more
- Olympics ratings fell for the first time since 2000 and advertisers aren’t happyAside from the Super Bowl, few television stages command as much attention as NBC's broadcast of the Summer Olympics. It's the sort of broadly appealing, captivating live event that was supposed to remain intact even as traditional television eroded around it, or so popular belief in the advertising industry held. ... read more
- Kardashians accused of not disclosing ads on social mediaThe Kardashian family is famous for broadcasting their private lives in lurid detail — but one advocacy group says they don't share enough when it comes to paid social media gigs. SEE ALSO: FDA scolds Kim Kardashian over misleading selfie with morning sickness drug Truth in Advertising recently sent a ... read more
- The company behind WordPress is opening up the .blog domainThe company whose software helps to run a massive number of mainstream media sites and personal blogs alike, Automattic (the organization behind WordPress), has announced the rollout of its .blog domain. On Tuesday, company founder Matt Mullenweg made the announcement by changing his own personal blog to point a .blog ... read more
So it’s been over four years since we first posted “Are Ad Exchanges and RTB the Next Big Thing?“. We are amazed that the article is still being referenced as a resource for this topic. Let’s take a look and see what’s developed since 2010.
Real Time Bidding (RTB), is now often associated with “long tail” remnant inventory and being risky in terms of transparency around placement of impressions. Buyers cannot always determine exactly what site their ads run on. Publishers have often referred to the technology as “Race to the Bottom” as automated auctions drive CPM’s lower.
Now for the good news. The technology developed for automated auctioning of inventory has been re-branded as “Programmatic”. Programmatic is as buzz worthy in 2014 as RTB was in 2010 and has the potential to be even more influential. Here’s why:
- Data: The technology stack enables the ability to target audiences in real time based on first party (publisher or marketer proprietary), second party (syndicated) and third party (aggregated) data. This technology has not only driven digital marketing growth rates, it will likely revolutionize the linear broadcast, cable television and on demand ecosystems as well. Television advertising is shifting from targeting based on the demographics of the show to targeting specific audiences based on data. Sound familiar?
- Workflow productivity: Traditional digital buying revolved around the same workflow as traditional media: humans negotiating the terms of an insertion order. That means phone calls, emails and lots of excel. Top talent coming out of college, often with student loans to pay off, are not flocking to media agencies to do low paid grunt work. Conversely, top engineering talent that once headed to the financial services industry to build trading desks are now building Demand Side Platforms (DSP), Supply Side Platforms (SSP) and Data Management Platforms (DSP).
- Removing the auction elements of the stack and replacing them with a means to allow publishers to set prices, establish guarantees on placement and leverage premium inventory, enables targeted marketing at scale with benefits to publishers, agencies and marketers alike.
- These exchanges can be public like RTB, open to all marketers, or private, where publishers can control who has access to the inventory and at what price.
Note the reference to “marketers” vs. “advertisers”. The technology has evolved far beyond just buying and displaying ads. With rich data integration, marketers have converted the “Marketing Funnel” into the “Consumer Journey”. They can put the right message to each interested consumer at he right place at the right time. Awesome, right?
Not so fast kemosabe. Challenges remain:
- The ecosystem is fragmented: Venture capital and the desire for profits has fueled literally hundreds of start ups and not all of them will survive. There are so many technology vendors and inventory sources in the space that marketing campaigns at scale are difficult to manage. There is a wave of consolidation happening and this will likely accelerate.
- Lack of transparency around price and placement: Agencies and exchanges profit by being principals in transactions, often not revealing the prices paid for the inventory. Marketers are starting to push back, in some cases bringing the technology in house. Marketers are also concerned with brand safety issues. They often do not wish their messaging appearing alongside objectionable content.
- Fraud: The technology that enables the ecosystem is vulnerable high tech criminals intent on manipulating it for financial gain. Fraud is the biggest threat to the growth of the programmatic ecosystem.
- Cookies: The cookie, which is the linchpin of most targeting mechanisms, is long overdue for replacement. The technology was never meant for what it is being used for and is arguably the weak link in the system. Additionally, cookies are not pervasive in mobile and mobile is the fastest growing digital platform. Marketers want to be able to target audiences across all platforms.
So, is Programmatic the next big thing? No, It’s already a really, really big thing. Depending on who you ask anywhere from 23% to 85% of marketers have embraced programmatic buying. As is often the case, the real number is probably nearer the middle of that range, but it’s still a big number and growing.
What’s next? Marketing Automation. Plugging customer relationship management (CRM) and internet of things (IOT) data into the ecosystem. Yes, your refrigerator will send a push notification to your car to tell you that you are low on milk and present you a coupon for your favorite brand at the retailer you are about to drive by. And since you aren’t physically driving the car, you’ll just tell it to stop and park.
Dr. Neal Richter explains the how and why of deal ids.
How botnets commit ad fraud.