LookingConfident's  Instablog

Michael K. Baker (Mike Baker - co-founder and CEO of DataXu) remains a favorite author of mine. His guest appearance in an article today (over at Forbes.com - sharing his vision), makes so much sense once again.

"Facebook Exchange And The Rise Of Real-Time Ad Bidding"

Mike writes:

< .."Digital has hit the tipping point. It's no longer digital marketing. It's marketing in a digital world. And RTB is driving the transformation.

.......What started in display quickly spread to mobile, video and now Facebook. RTB is only a few years old. Right Media, and the DoubleClick Ad Exchange - they were born just a few years ago. .... But their value belies their age: The chance to eliminate waste in advertising budgets. The ability to easily target audiences across media properties. The reduction in transaction costs associated with manual media buying processes. Who could resist that value proposition?

Even radio and TV will one day be in the RTB tent. Between Hulu, Netflix, Amazon, AOL and YouTube, more than half a billion dollars have been committed to produce content that will originate on a digital platform. And digital radio is gaining momentum with consumers and advertisers. Make no mistake. These are acts of revolution against the old way of doing things. It is no longer difficult to imagine a time in the not so distant future when all media - TV, radio, outdoor --- is digital and addressable and capable of being purchased in an auction on an individual impression-by-impression basis.">

Mike's full article: www.forbes.com/sites/ciocentral/2012/06/.../

I've no doubt that a Looksmart CPA/CPV model (and being one that's solely based on or, around an individual's "search intent") will ultimately enable marketers to target a 'user' (or to target their chosen audiences) across the full spectrum of a carefully measured-developing, (collective) digital world. And all - on that individual 'impression-by-impression basis', in real time!

Make no mistake about the (absolute) unique advantage that an independent Looksmart holds in what then becomes it's own, "ONE" (global) performance marketplace.

It's clearly a niche positioning that should the greedy leaders (who do control our world) ever come to their senses - will get to fully 'unfold' over the next couple of years - and that, I've absolutely no doubt.

Is just my own opinion, of course.

LOOK: At 3:55PM EDT: $0.81 0.00 (+0.37%)

LC

ps; Re; "Addressable TV" and in view of a mention of it above, there's some great comment had (and more to come), that's attached to my recent instapost, here: bit.ly/MDMSXa

Disclosure: Long LOOK & thoroughly enjoying daily developments.

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