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BizReport : Advertising : April 10, 2013

Platforms up the RTB ante

Two new releases this month are set up to improve advertisers real time bidding (RTB) experiences. For both the online and mobile spaces, these platform releases will offer new ways for brands to ensure their ads are seen at the right time and by the right people.

by Kristina Knight

First, from Sense Networks, an automated real time bidding platform with access to the networks 100 million mobile consumers; the ads are driven by geographic targeting to help improve campaign ROI. Through the platform Sense Networks will buy impressions from mobile ad exchanges, incorporating real time location, user identification and an analytics based prediction model to push engagement levels.

"Mobile Ad Exchanges are like the New York Stock Exchange for advertisements, opportunities to bid on mobile ad impressions are gone in milliseconds. The challenge becomes how marketers can bid on these ad impressions, yet assure they are reaching the right audience that will drive ROI," said David Petersen, CEO, Sense Networks. "The latest version of our RTB platform allows marketers to harness the power of our location and behavioral data, bid on the right impressions and ultimately reach their ideal consumer."

Meanwhile, AdConductor has partnered with RealVu for real time bidding enabled in-view impressions. This will create a new kind of programmatic inventory slots that are said to preserve the media value of the unit.

"According to a comScore study, up to 31% of display ads go unseen, but with RealVu, AdConductor can now determine if an ad space is in-view within a browser window before delivering the unit," said James Murphy, VP Audience Platforms, AdConductor. "This offering allows publishers to increase the amount of premium supply they can offer demand partners, and guarantees brand safe, in-view impressions for demand partners."

AdConductor serves mobile, online, display and video ad impressions; the in-view impressions are available for demand partners using the AdConductor Audience Platform.

Image via Shutterstock

Tags: AdConductor, advertising tools, online advertising, real time bidding, RTB advertising, Sense Networks

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