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Earlier this week comScore unveiled a study which explores the nature of clicks in online display advertising here in Germany. The study concluded that the industry’s standard success measurement, the click-through rate (CTR), under-represents the full value created by display advertising — value revealed by a lift in both branding metrics (awareness, familiarity, etc.) as well as online and offline sales lift. On our blog, read a synopsis of the study’s findings, as well as some test results derived from a recent sociomantic RTB campaign which reinforce the comScore conclusions. read more

Real-time bidding is THE phrase on everyone's lips for the new year, but it seems like there are still some folks who are unclear about the benefits of buying media via RTB versus, say, the traditional ad network. Anyone who’s ever used a traditional ad network to buy inventory will already understand many of the benefits of using a DSP... but But DSPs are more than just big ad networks – after all, they’ve got RTB. read more

On the blog you can check out our favorite articles, columns, blog posts, papers, and even cartoons relating to the online advertising industry in 2010. Though I'm sure we're forgetting many things, these are the ones that came to mind as we thought back over the last year. The items in each section are listed in chronological order. Please feel free to submit your additions in the comments section! read more

What’s good for the consumer is good for the advertiser. Though this statement is true, it doesn’t always lead the industry players to offer solutions that have the consumer’s best interest in mind. There are several key methodologies that targeting technology providers should offer to ensure that delivering relevant display advertising is done in a way that simultaneously respects the consumer while helping advertisers achieve the highest possible ROI. read more

Last week, Pubmatic finally released their full Ad Revenue 2010 Report, which we referenced in our previous Biz Blog post about the revolution of RTB. We finally had a chance to read through the 64-page report (downloadable after filling in a form on Pubmatic’s site), and we wanted to share some of the more interesting findings and suggestions with you here. We will focus on the first of five “Opportunity” sections of the report, which is particularly relevant to our clients and partners, namely the case study presented in the report about the benefits of RTB for publishers and advertisers. read more