The unidentified writer 'ss' says: "Audience buying is over-hyped, context is still very relevant. Advertisers are looking for audiences - but only on reputed sites.
Just because Mercedes Benz (or their DSP) identifies a high-income white-collared business professional, does not mean Mercedes will or wants to advertise on the sleazy sites that this prospect frequents.
A Pub invests a lot in building their context (which is their reputation) or, a clean environment. - If this investment is not valued in RTB, then why sell using RTB?"
What Aren’t Publishers Getting About Real-Time Bidding Today?
The above comment (from 'ss' -made in the linked adexchanger.com article) remains 'un-challenged' by an industry that would/should know better & that this is not quite correct. (Is my own opinion and has been for quite some time now. And, I have been 'long banned' from posting my comment @ adexchanger.com)
Mercedes Benz or, their DSP (with Mercedes Benz being a global brand) can always get to reach as many reputable sites around the web, as it deems 'contextually' favourable. - And that they can do so, so obviously.
It's when a visitor to those sites shows some interest in the Mercedes product that the Mercedes Benz DSP would want to 're-present' again to any/all such, potential prospect/s.
Such users become prime targets/intrical to a brands over-all desired "audience buying" (with re-targeting a likely), that an RTB (global) OPEN auction marketplace can provide for Mercedes Benz's DSP.
And (regardless of what 'ss' feels) no matter where on the web (within the bounds of the global RTB marketplace), that user may next appear.
Publishers that provide their inventory for RTB then have a chance to see a same user (a high-income white-collared business professional), being keenly bid-up for, when he pays a visit to their site.- - With that user coming to their site from anywhere on the web.
In a 'blind to all, auction' marketplace (and hopefully, this is what I feel the Looksmart global OPEN marketplace is) these so called 'sleazy sites' become irrelevant. Other (both global and local) advertisers will (also) help to increase "auction buzz", in having their (own) interest in any/all such 'high-income white-collared business professionals', and on that point there should be, no doubt.
Because any 're-targeted' ad for Mercedes Benz (or, other advertisers) then becomes a matter for the advertiser, the site & the user-who has been previously identified (elsewhere), as being such a critical part of a Mercedes Benz' (et al) desired or, re-targetable audience.
Just who else gets to see Mercedes Benz (et al) re-targeting any such user on a (so called) 'sleazy site'? Think about it.
After-all, isn't this the very essence of an already proven to be - so highly successful 'anonymized user' retargeting means for reaching out to or, inter-connecting with a desired audience?
A Dearth of RTB Comments (of late) @ AdExchanger.com?
This realisation (for 'ss') may become a firm understanding, soon. As it will for many other publishers/site owners. - Where any visitor to a site from anywhere on the web, then gets to help (automatically) monetise a publisher's content, from (literally), the other side of the world?
The lack of any reply to him/her (from industry 'experts' who in the past have had plenty to say @ adexchanger.com - & in 'Tweets', on Twitter), could also be a clear sign of many not knowing themselves - or, does it indicate that - there may be a number of these so called 'experts' who have only just had 'the pennies drop' for them, in this same regard? (Or, is it a case where they may well have simply been told, to....'shut the ferck up'?)
In my instablog [Looksmart need to help 'Cut the Cackle' & Start Telling It - As It Will Be!] I had suggested that publishers with global audiences will most certainly be soon embracing a global marketplace that encourages global brands (advertisers/their DSPs) to "compete" for highly sought after 're-targeted' prospects (& will thereby provide scale or, the 'reach' to those), who may happen to visit any of their own (owned), sites. In that instapost, I wrote:
It's pretty simple, really. Big publishers, the likes of a Facebook, Google, Yahoo, Microsoft & say, a News Corp own or, control a swag of sellable inventory. It's where a 'sqillion' users can be found, daily. Each of these have their own data on users coming to their sites or, have data that's provided to them (on those same user), by third party data Co's.
In buying audiences direct (with any/all of the above-named publishers), advertisers then get an opportunity to reach their target audience (or, those they may want to 're-target') & ultimately - for a price that they negotiate or, are then prepared to pay. [In what becomes a blind to all global auction marketplace and @ scale]
As always, just my opinion, that's all.
For patient LOOK shareholders who may read here, I'd also suggest a rise in the Co's share-price value is upon us. That's if the twenty-seven odd "For Pumped schemes..." posts, that have suddenly arrived at the Yahoo! Finance LOOK board (& made today) is any indication?
(For all the 'wrong' reasons.) - tinyurl.com/6k4hh2f
(Q? - Yahoo! .... What exactly do they mean, about 'sleazy sites'?)
LOOK: 3:59PM EDT: $1.58 0.06 (+3.95%)
[7th July - A Publisher View on Real-Time Bidding Today]
ps; Travel Ad Network Partners with AudienceScience to Drive Global Targeting Success ...
<......... AudienceScience Gateway, the premier audience targeting and data management platform, delivering efficient and effective online advertising, and AudienceScience Connect™, the industry’s first media transaction platform enabling streamlined & transparent premium media buying and selling, including state-of-the-industry Real Time Bidding support. ............With 300 billion data insights daily into over 386 million people worldwide, AudienceScience makes it simple to find, reach and achieve one-to-one marketing at scale. >
And from MediaPost:
<Aside from AudienceScience's ad network, other companies have experienced success. Take Skechers, for example.
The sneaker manufacture wanted to target customers who visited skechers.com - and searched its shoe selection, but did not make a purchase.
To make a long story short, the company's return on investment came in at 827% during the life of the campaign.>
Travel Ad Network Takes AudienceScience's Gateway To Targeting
Audience Science's Publisher Partners:
Disclosure: Long LOOK and happy to be so...