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With RTB, advertisers can target “premium-remnant” or, “premnant” layer, Globally

Jan. 15, 2011 8:48 PM ET1 Comment
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Publishers (that cannot directly represent all their premium inventory or, their content / page views and of a kind that's often exposed to global users), will - with the 're-targeting' of users - be soon getting to enjoy a newer (& higher) ROI, through the advent of “premium-remnant” or, what's now called, a “premnant” layer.

A poster on Yahoo tells of his own (and of other's) disappointment when he attended Looksmart's session of the recently held conference - Affiliate Summit West.
[Re: LookSmart Executive Gill Brown to Spe...]

#.. During q&a [Gil Brown] actually admitted that a lot of the traffic is not good for ROI. What a joke..#

My reply came, as follows:

Just like 'Half the audience [who] walked out before it was over', it's clear that you TOO (much like those who you say walked out), fail to grasp any understanding of what you have quoted Gil Brown above, as having said.

Looksmart (who license and manage search ad networks - using its award-winning AdCenter platform) has previously advised the market of its managing 'more than' TWO BILLION of these low yeilding impressions, DAILY.

ALL publishers I'm sure (those who are utilising RTB on a global scale), would be quick to tell you, that they would much prefer to snare such 'cheap' traffic than NONE, at all. (Plenty of something is better, than all of NOTHING, no?)

Brands then get to or, can access billions of these low cost impressions through RTB, in this very manner. Yet such Publishers (that cannot directly represent all their premium inventory or, content/page views of a kind - that's often exposed to global users), will - with 're-targeting' - soon get to enjoy a newer (and higher) ROI, through the advent of “premium-remnant” or, what's now being called, a “premnant” layer.

[Search retargeting in display advertising allows the marketer to re-message the consumer after they have input keywords in a search engine & shown intent.


Zach Coelius (in a previous linked article provided here) admits to some FIVE BILLION daily impressions available through his Co, Triggit. And as this article points out - real-time ad platform AppNexus CTO Mike Nolet said his company's technology saw 8 billion RTB'd impressions for sale, in one day towards the end of December.


It is VERY early days yet, in terms of both the number of those 'cheap' (bulk) type available impressions and the (now) talked of and clearly more costly-er “premnant type ads, to be made available at scale.

Patience is the "key" to holding shares in LOOK - waiting for it all to 'come together' (and be independently "inter-operated" by Looksmart's management platform) sometime, thoughout this year.

Is my opinion, of course.


Disclosure: Long LOOK and happy to be so.

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