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BizReport : Advertising archives : April 06, 2011

Magnetic: Online ad industry needs more transparency

Add another ad entity pushing for more transparency and control in the online ad space. As more advertisers and brands move into the online space, they are demanding more information about where and when their ads will be placed as well as how consumers are engaging with those advertisements. Magnetic is the latest hub to push for more transparency in the space.

by Kristina Knight

magnetic.pngMagnetic's platform allows advertisers to control where their ads appear as well as what keywords are used for the ad.

Magnetic isn't alone. Since the beginning of the year several ad platforms have rolled out upgrades or new hubs which give brands more information about their ad campaigns. eXelate launched DataLinX, DoubleVerify was tapped to verify ads in the Google Display Network and BrightRoll has partnered with Adometry for more security in the online video space.

"Search retargeting, by definition, solves the ongoing issue for advertisers and publishers lacking transparency in targeting," said Magnetic CEO Josh Shatkin-Margolis. "Magnetic is very different from other behavioral ad networks that use black box algorithms and even other data exchanges that have look alike models to calculate 'intenders.' Instead, we provide transparency in bringing on new customers because we show our advertisers exactly which sites and exactly which keywords they will be targeting."

Several forecasts indicate strong growth for online advertising through 2011, with some saying online ad revenue will increase by at least 10%. Considering information from Nielsen, which suggests that people spend nearly 40% of their time on the Internet but only 8% with online ads, there is a high growth potential. That potential will be more easily reached, however, if marketers know who to target, how to engage them and where to advertise. Which is where transparency comes in.

Tags: ad transparency, Magnetic, online advertising, transparency

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