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iOS mobile RTB inventory consistently more expensive than Android
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Real-time bidding (RTB) is thriving. The programmatic buying technology will account for 13% of total US digital display spending this year, eMarketer estimates, or $1.95 billion.
One reason for RTB’s fast growth is that more publishers and advertisers are getting into the game. Once used primarily to auction off remnant inventory...
Spending Up on Branded Content
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Tweet After reporting a drop in spending in 2010, professional organization Custom Content Council and content marketing solutions firm ContentWise estimate that average company spending on custom branded content has reached its highest level ever.
US firms spent an average of $1.91 million this year on branded content, according to the...
GroupM,Kantar launch media planning tool MMatch
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GroupM and Kantar have created MMatch, a media planning approach that allows advertisers to buy online advertising more closely against their own customer segmentation.
By combining the research assets of the Kantar group with the targeting and optimization capability of data-rich audience buying platforms like GroupM’s Xaxis, MMatch...
Meredith launches The Meredith Engagement Dividend
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New York: Meredith Corporation has unveiled The Meredith Engagement Dividend, a new product for marketers that would provide a guaranteed increase in sales for their advertising investment in Meredith magazines.
"This is truly groundbreaking within the magazine media industry," says Tom Harty, President, Meredith National Media...
Group M Launches Xaxis, Ad Agency’s Most Comprehensive Audience Buying Solution
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New York :GroupM has announced the launch of Xaxis, a global audience buying company that combines all of the demand-side data and technology resources of WPP (NASDAQ : WPPGY) and the trading leverage of the GroupM agencies into a single comprehensive resource.
Housing the world’s largest pool of audience profiles in its proprietary...