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Longstanding investor in Looksmart (& a 67 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
  • Web Marketing and "RTB" - The fundamentals of real-time bidding  0 comments
    Aug 24, 2010 8:06 PM

    In an "RTB" Marketplace...

    A great article (posted by Philip Smolin, the GM platform solutions, at Turn), that's well worth reading and get to understand just that little better.

    < "Real-time bidding" literally means real time, and as advertisers observe campaign performance, they can react immediately to the data.

    No more waiting hours or days for campaign analytics and then picking up the phone to call a publisher to change an IO. ["Insertion Order". (For web advertising)]

    All of the performance data and controls for changing campaign targeting, budgeting, and bid pricing are presented in a single interface and just a single click away.>

    <..Since its inception in the mid '90s, online display advertising has remained largely unchanged. While there have been new rich media ad units and some improvements to ad targeting, the basic mechanics of how advertising is bought and sold has remained the same. But, with the adoption of RTB, order of magnitude improvements in scalability, performance, and brand safety are possible.

    In particular, many brand advertisers will be surprised to find RTB is their friend, and presents a more effective and efficient method to reach audiences at scale while improving campaign ROI.>


    So what of Looksmart's (private-labeled) "Publisher Solutions"? - In what is a (unique-ly) "neutral" advertising marketplace where (I also feel), both the advertiser and all publisher 'players' can (in 'real time'), get to utilise the "one fits all" analytics that's constantly being 'mined' (by Looksmart), from within that scaled (in what is a quickly growing), marketplace?  (Being a 'solution' that will also allow publishers to get to 'tinker' frequently or, as often as so desired, in adjusting their 'ask' price up or, down, and all ..... in 'real-time'?)

    Percent of global Internet users who visit looksmart.com:

      Reach Change
    7 day 0.01320 +5% Change in Reach over the trailing 7 day period
    1 month 0.01180 +10% Change in Reach over the trailing 1 month period
    3 month 0.01190 +56% Change in Reach over the trailing 3 month period


    The ultimate 'advantage' (then) with Looksmart, for a publisher?

    < Digital media publishers need always-on, real-time visibility regarding the revenue risk resulting from data leakage on their sites.

    Ultimately, it’s up to them to determine the level of risk they want to carry in their own operations as a function of the data collection they allow or prevent

    Subject to whatever privacy regime emerges in the months ahead, publishers should, in my view, have the ability to make these decisions on their own. 

    But they’d be ill advised to make them in the absence of a more quantitative baseline to help measure and manage the resulting exposure.>


    Stay tuned!!!


    LOOK: 3:59PM EDT: $1.51  Down 0.09 (- 5.63%) 


    ps; (For "Mikey") - Quantitative research, scientific investigation of quantitative properties

    Disclosure: Long LOOK and happy to be so, too...
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