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DSP [x+1] provides Real-Time Bidding Platform For All Ad Inventory

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A 'follow-up' story to my earlier Instapost (and if you understood my point being made in that post - you may well agree with my prediction for a very healthy future for Looksmart), then here's more 'thoughts' on this 'exciting' space that will soon get to explode. And that, we can be assured of ....

Yesterday's news (in an article from MediaPost), caught my eye and warranted more than just a going over and it is news that requires further consideration.
 This comes on top of an (May 5th announcement) Adap.tv's new RTB [an online video advertising marketplace and a claimed onesource video ad management platform for publishers] capabilities, that has coupled with [x+1]'s real-time targeting resources. "This will give advertisers a powerful combination for both brand-building and ramped-up conversion rates," said John Nardone, CEO at [x+1], the leading multi-touchpoint DSP.
 
 
In today's [x+1] article under review, we are told of plenty more, too.
 
< On Wednesday, [x+1] announced an upgrade to its Predictive Optimization Engine (POE) platform that allows agencies and marketers to automatically optimize online ad impression bids.

The platform now provides impression-by-impression bidding on exchange and non-exchange inventory through an intuitive user interface [UI]. It becomes available June 15.>
 
It's fair to assume that [x+1]'s POE works concurrently (?) across both RTB and non-RTB platforms, as it's also mentioned within the article, in that there's talk of "targeting clusters", as 'giving the (POE) 'engine' a head start to optimize ad targeting'
 
< .....[x+1] re-engineered the upgrade version of POE from the ground up to maximize ad performance and optimization in RTB environments, such as major ad exchanges like Google and [Microsoft's] AdECN and publisher optimizers like Pubmatic and AdMeld. [Note here of no mention of Yahoo and it's RME]. Using both contextual and audience data, it determines in real time the optimal price to bid for each impression.>
 
Now is this THE talked of "exchange of exchanges model" that allows Agencies to have that (again, the so often talked of) "one-stop-shop" approach? it would appear so .... As the article goes on to say:
< Last week, [x+1] announced upgrades to its demand-side platform (DSP). Campaign performance metrics, reporting & analytics [hellooo?] are now consolidated across inventory sources into one view in the dashboard, and optimization and context-management tools are available through a UI.
The reporting and analytics platform has been upgraded, too. Instead of having to manage campaign data from various purchase sources-exchange-based, non-exchange-based, RTB, non-RTB-in separate spreadsheets, a campaign manager can access all the data through the [x+1] UI, gaining one consolidated view of all digital media campaign activity. The new version also becomes available next month.>

Which brings me to the point that from within the mid-March post [Beware Of The Risks Of Using A Single Demand-Side Platform (Part 1) - AdExchanger.com], came two interesting comments.
1 -  "Just a simple dumb question here Pascal - if you use 2 DSP's, aren't you actually setting yourself up to bid against yourself in any auction where those 2 DSP's share the same data point"?
2 - "We've heard talk of the exchange of exchanges model, and of the metanetwork, now we've got the DSPs' DSP................... If this is an issue I'd like to think that the well funded DSPs would be raising the additional funds necessary to build the required scale to handle the millions of ad calls and apply algorithmic optimisation across multiple data points. They will be rewarded with additional business for doing so."

[ENTER Looksmart?]
 
It's all getting so close, as it was suggested to Yahoo! (in an interview - Yahoo!’s Wise And McGrory On Demand-Side Platform Pilot Program, Real-Time Bidding), that they (Yahoo!) would (get to) "enable DSP partners" within their own RTB 'pilot program'. (With whose technology, I wonder?)  

A test program that included among the DSP's, [x+1], yet there was no mention of Yahoo in [x+1]'s own announcement, as was pointed out above? (Others who are mentioned to 'co-develop' a DSP best practices were Invite Media, Mediamath, DataXu and Turn).  
 
Back to Adaptv (who employ former Looksmart VP in Dakoda Sullivan and are said to have an ad platform called OneSource that allows online video content owners to access ads from a number of sources using a single interface), in an earlier post on TechCrunch (in that link - July 6th, 2007), we are told .."When videos play, Adap.tv digs up relevant Amazon products and Looksmart ads to populate an ad bar on the bottom of the video at key moments"
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adaptvlogomini.png They’re like adsense for video, tying contextual text ads based on the content of a video. It looks similar to what YouTube is aiming for. When videos play, Adap.tv digs up relevant Amazon products and Looksmart ads to populate an ad bar on the bottom of the video at key moments........ They use tags and other meta data, as well as speech to text translations to find out what the video is about.
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It all becomes, very interesting from here in, I'm sure.

LC

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