Publishers and broadcasters have long tried to offer advertisers the right audience for their products. Want to sell pick-ups to people who like sports? Buy ads at halftime during a football game. Selling luggage or airline tickets? Buy ads in the travel section of a newspaper or Web site.
In digital advertising, that formula is being increasingly tested by fast-paced, algorithmic bidding systems that target individual consumers rather than the aggregate audience publishers serve up. In the world of “programmatic buying” technologies, context matters less than tracking those consumers wherever they go.
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Wall Street Journal Digital Network to Launch Private Ad Exchange - "WSJ AUDEX"
October 11, 2012
From Publishing Business Today
The Wall Street Journal Digital Network announced today the launch of a branded private ad exchange called "WSJ AUDEX." The invitation-only exchange will allow advertisers and marketers to leverage programmatic buying -- or real-time bidding -- of the network's first-party data across WSJ.com, MarketWatch.com, Barrons.com and SmartMoney.com.
Is Your Technology Helping You Win or Lose in the Digital Media Landscape?
May 12, 2011
From eM+C Daily
Media buying desks are so 2009. I mean, who doesn't have access to 800-plus exchange inventory sources and 30 different third-party data providers? In a world where well-heeled demand-side customers have all of the tools to buy audience efficiently, how do internet marketers effectively communicate?