News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Ad expansions reflect importance of data, programmatic
This week two leading online ad platforms are expanding their reach, and the moves are an indication of the importance not only of data for advertising but the interest of businesses in programmatic buying options.
First, from BrightEdge, the Data Cube platform aggregates terabytes of data at search engine scale giving businesses rich contextual, keyword, social and rich media insights. Through the platform brands can conduct rich market research specific to their company, tap into competitor analysis to determine how they might make changes to their own initiatives and then 'fuse' the data found so that it is optimized and easy to understand.
"Data harvesting at this scale has traditionally been reserved for the Goliaths of enterprise technology," said Jim Yu, CEO of BrightEdge. "The Data Cube allows customers to utilize one of the most comprehensive and robust data sets available to content marketers to help them better understand their market and more effectively engage with their audience."
Meanwhile BrightRoll is pushing into the European space by partnering with Equinix. The move reflects the popularity not only of video advertising but programmatic options within European countries.
"The BrightRoll platform powers the video ad economy and we're putting the technology infrastructure in place with Equinix data centers to address the rapid growth of digital video globally, including the evolution towards programmatic buying. This investment expands the flexibility of our platform and enables us to process big data more efficiently, driving greater performance and results on behalf of our customers," said Christopher Amen-Kroeger, SVP Engineering, BrightRoll
IAB Europe predicts that programmatic video buying in the UK, France, Spain, Germany and Italy will increase about 77% per year through 2017.
Finally, VigLink is launching the Content-Commerce Report, a new report which will study click performance and Earnings Per Click. The initial report covers the 2013 holiday season and is culled from VigLink's network of publishers and merchants. Content commerce is created with the goal of engaging consumers to click on native and ad content with an intent to buy.
Image via Shutterstock
- Ad Roundup: Releases for content monetization
- In ecommerce, personalization missing the mark
- Product imagery on retailers' mobile sites lags desktop versions
- Why the press release is (still) not dead
- Expert: Why B2Bers need social
- Is your branded content memorable?
- Study: Most believe personalization key to success
- Report: Most Amazon sellers looking for new marketplaces
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...