The rise of audience buying has significantly changed the way media is bought and sold. Part of the value for buyers is the promise of greater efficiency and control over ad spend. But those controls can prove illusory, says Philipp Pieper.
Pieper is CEO of pre-bid analytics provider Proximic, which has just updated its Agents Application. He says audience buying only works for spenders if they find the right audience. Proximic buyers can use keywords from existing search or social campaigns and simply cut and paste the keyword list into the application. Proximic then builds new segments using a “topical” or “text” match.
Read full article here.
From the AppNexus Blog:
Proximic has made their powerful contextual data more accessible for your media buying efforts with the Agents App. The app lets you create and manage Proximic Agents which work continually to scan all available inventory on AppNexus based on specific criteria your set and return only impressions that match your requirements.
"Never send a Human to do a Machine’s Job!"
Recent estimates of available online ad impressions have been quoted in the trillions. As a buyer, how do you find the impressions you need to deliver your campaign? Exchanges? Let RTB take care of it? Use white-lists or black-lists? Do you use just an audience buy because it’s all about the audience and it doesn’t matter what content your audience is engaged with at the time, or are you among the few that realize that audience + context is a better targeting approach?
AppNexus, a key Microsoft partner and operator of the largest real-time bidding marketplace, has launched a platform for media buyers to access “apps” from a menu of ad tech vendors.