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Longstanding investor in Looksmart (and a 69 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • Keyword Optimisation For RTB Search Targeting At The Massive Scale Of Display Advertising 3 comments
    Sep 5, 2012 7:57 AM

    [First published on Wed, Sep 21, 2011] From a recent instapost the following was noted:

    ......For RTB, both Looksmart and AppNexus will go a long way to fixing the plumbing. (As has now been suggested is in need of urgent repair, by CONTEXTWEB's General Manager, Jay Sears.)

    'Sears thinks there needs to be more transparency and better standards resulting in a "smart pipe." (And I kind of wonder if Sears was meaning, "smart pipes"?) Read it

    tiny.cc/el8t9

    For an even clearer 'picture' on the above, don't miss this great AppNexus video. - tiny.cc/umt55 ; - making it that much more understandable.

    An independent Looksmart has (almost) declared it's use of Intent Data on some 3 Billion Search Queries/day. (Coming in, via Google/Yahoo)

    tiny.cc/7vs6k

    [Today - 18th October, Google's Bruce Daisley - Director of You Tube and Display himself, says:

    ".........an ad using keyword contextual targeting is 8 times more effective than the industry average. We shared our average prices and performance rates for remarketing, contextual and other targeting types. This will enable advertisers to make informed decisions based on a clear view of results." tiny.cc/4gywh]

    From a Looksmart (performance marketing @ scale) POV, Frost Prioleau the CEO and co-founder of Simpli.fi (apart from the actual naming of Looksmart), can't explain it any better than he does, in his article today,:

    < "Keyword Optimisation for re-targeting can be accomplished in a transparent, granular, multi-faceted manner to support high-volume, real-time bidding environments..... In other words, today's keyword decisions are happening at the speed of real-time bidding and at the massive scale of display advertising." >

    tiny.cc/0gnt7

    [Added on September 5th, 2012 - From Simpli.fi - "Online searches provide a wealth of valuable data regarding consumer behavior.

    Whether gathered from major search engines such as Google, Yahoo! and Bing, or on publisher websites, search data speaks volumes about a consumer's interests, likes & dislikes & how they are prone to behave."

    (click to enlarge)

    Simpli.fi - www.simpli.fi/our-solutions/advertiser-s.../]

    Always, only an opinion.

    LOOK: 3:59PM EDT: 3:59PM EDT: $1.36 Up 0.02 (+1.49%)

    LC

    ps; One only need read between the lines of a few of MediaMath's #mathmen 'tweets' today to determine where things are heading:

    twitter.com/#!/MediaMathEMEA

    MediaMath EMEA

    MediaMathEMEA MediaMath EMEA

    Interoperability means more innovation for ecosystem and better results for advertisers: JoeZ @ #mathmen

    »

    MediaMath EMEA

    MediaMathEMEA MediaMath EMEA

    Only 2 search engines, but an entire ecosystem of Display: Guy @ IAB @ #mathmen

    Tom Lorek

    tomlorek Tom Lorek

    by MediaMathEMEA

    "People running programmaticaly at scale see 10x the conversions of non programmatic buyers." Joe Z. #MathMen

    MediaMath EMEA

    MediaMathEMEA MediaMath EMEA

    Display, Video, Mobile, Social on one platform for a fast food chain via MediaMath #mathmen

    MediaMath EMEA

    MediaMathEMEA MediaMath EMEA

    One platform means you don't bid against yourself-Vincent @ Vonage #mathmen

    Disclosure: Long LOOK

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Comments (3)
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  • LookingConfident
    , contributor
    Comments (845) | Send Message
     
    Author’s reply » Google's Bruce Daisley - Director of You Tube & Display says:

     

    "...an ad using keyword contextual targeting is 8 times more effective than the industry average. - - - - - We shared our average prices and performance rates for remarketing, contextual & other targeting types. This will enable advertisers to make informed decisions based on a clear view of results." http://tiny.cc/4gywh

     

    LC
    .
    19 Oct 2011, 09:16 AM Reply Like
  • LookingConfident
    , contributor
    Comments (845) | Send Message
     
    Author’s reply » .
    "We work with over 12 exchanges, some of which include: Appnexus, Rubicon, AdBrite, Doubleclick and Right Media. We also have direct integrations with the SSPs and exchanges we work with."

     

    "...performance is impacted by advanced algorithms making data connections faster than the brain can think and act, approximately 6 trillion decisions per millisecond, to give you a more accurate idea. The secret sauce is that we can optimize and report on the most granular element level."

     

    http://bit.ly/TXhOpE

     

    LC
    .
    5 Sep 2012, 10:56 AM Reply Like
  • LookingConfident
    , contributor
    Comments (845) | Send Message
     
    Author’s reply » .
    Quoting Simpli.fi from the above instapost:

     

    "Online searches provide a wealth of valuable data regarding consumer behavior.

     

    Whether gathered from major search engines such as Google, Yahoo! and Bing, or on publisher websites, search data speaks volumes about a consumer's interests, likes & dislikes & how they are prone to behave."

     

    From this Simpli.fi article today (Oct 9th)

     

    ......."Most of the companies that have built technology to perform search retargeting are seeing billions of search events across all the major search engines and well beyond, including on-site searches happening across thousands of websites outside of the search engines.

     

    They are also serving ads across hundreds of thousands of websites through numerous exchanges and networks.

     

    ....This means the user behind the search you are targeting can originate in Google and still be accessible when s/he lands on a website in the Microsoft family of websites within seconds of performing her/his search."

     

    http://bit.ly/W0f0fi

     

    There can be only the one marketplace to avoid all friction and ensure a protection of all proprietary data, across that marketplace.

     

    An independent Looksmart has (almost) declared it's use of Intent Data on some over 3 Billion Search Queries/day. (Coming in, via Google/Yahoo)

     

    From a previous post:

     

    Looksmart buy **"user intent" (yes, actual search based, keywords - and phrases used - with access to about 3 billion/day) from both Google and Yahoo. (And via a number of other search engines, I'd imagine).

     

    They then sell this on to advertisers (including Google's own) who, I feel then pay a percentaged commission of the winning (an RTB auction based CPC) bid price (to Looksmart), before passing the bulk of publisher payments to various marketplace publisher partners.** (See this link)

     

    http://bit.ly/ROS1lH

     

    LC
    .
    10 Oct 2012, 06:38 AM Reply Like
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