News of the Day

By Adam Glantz   |   Posted at 8:35 am on December 7, 2011   |   No Comments

Cutting Through the Remarketing Clutter With RTB

Have you ever gone to a marketing company’s website and you still can’t figure out what that business does? After five minutes on the site, you leave wondering, what do they actually do?

Since the display landscape has changed dramatically in the past few years, this happens more than ever in the display ecosystem, and the plethora of solutions out there for accessing real-time bidding (RTB) inventory can be confusing.

There is a meaningful segment of marketers that say in effect – there is so much hype and so much incomprehensible talking in RTB that I’ll stick to what I know. But let me say emphatically, that would be a mistake.

RTB is worth it.

Every marketer should be buying RTB display remarketing. I suspect some of you read that last sentence and want to give a moment of silence for the part of you that died once upon a time when you tried to make some display effort of yesteryear work. Keep that justified, skeptical, and cautious guard up as we look at why this can be different.

Read More: ClickZ

Cox Digital Solutions Introduces New Entertainment Brand, Red Carpet Media

In Partnership with ABC’s OnTheRedCarpet, Offering Compelling Multi-Platform Solutions for Advertisers

NEW YORK, Dec. 6, 2011

NEW YORK, Dec. 6, 2011 /PRNewswire/ — Cox Digital Solutions today introduced Red Carpet Media, the company’s new entertainment brand. With hundreds of entertainment sites and over 15 million (comScore) unique users per month, Red Carpet Media will be focused solely on delivering powerful solutions among entertainment content. Red Carpet Media will offer the same transparency, brand safety, and customizable solutions for advertisers, with the added benefit of compelling advertising usually reserved for single site media buys or portals including roadblocks, skinning, video, sponsorships and more.

In addition to reach across their entertainment sites, Cox Digital Solutions has exclusively partnered with ABC-owned OnTheRedCarpet (OTRC), a premium entertainment site reflecting a positive spotlight on style and celebrity. With front row access to premieres, award shows, and special events and a weekly 30-minute TV show and iPad app, OTRC offers advertisers a true multi-screen experience. Some of the opportunities on OTRC available through Cox Digital Solutions’ Red Carpet Media include: newsletter sponsorships, pre-roll video, and iPad app, after party and ballot sponsorships, just to name a few.

Read More: Reuters

24/7 Real Media Adds Panache, Ups Video Arsenal

Bolstering its streaming services, WPP’s 24/7 Real Media has acquired video ad software and services company Panache. Financial terms of the deal were not disclosed.

24/7 plans to fully integrate Panache’s digital video ad technology into its Open AdStream ad management platform, giving advertisers greater reach and publisher selection.

“Panache’s technology capabilities and extensive selection of video ad formats are unmatched,” David Moore, founder, chairman and CEO of 24/7 Real Media, said Tuesday.

Along with rival ad firms, 24/7 has sought out new and more creative ways to connect digital ad dollars with premium online inventory. Most recently, it rolled out an expansion to Open AdStream dubbed 24/7 Connect.

Read More: MediaPost

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