Audience-based buying has emerged as an efficient and effective way for buyers to engage consumers in today’s fragmented display market. At the Right Media Forum today, we announced the rollout of our latest capability, Audience Sharing. This feature enables more efficient audience-based buying on the Right Media Exchange (RMX), while providing customers with a more relevant online experience.
Audience Sharing enables buyers and sellers to share, manage and monetize audiences at scale, further reinforcing our position as the leading display advertising exchange that is shaping the marketplace. Audience Sharing provides sellers or segment owners, including data providers AlmondNet Data Division, BlueKai and eXelate, control and transparency when sharing their segments in our marketplace. Buyers or segment users can target audiences from multiple data providers, and Right Media’s platform takes into account user overlap and attributes data according to recency.
For audience-planning, participants see the potential size of the audiences before they buy, reducing the inefficiencies of the learn-as-you-go model. In the Right Media platform, Audience Sharing is accessible to segment owners through the Audience tab and seamlessly integrated into the segment users’ experience.
Trust and privacy are of utmost importance to Right Media and Yahoo!
Right Media is a neutral technology provider for our clients. We understand that some users may not want information collected via cookies used to show them relevant advertising, therefore we support our customers’ efforts to respect this. Before the end of this year, we expect Right Media to be able to support Clear Ad Notice for participating exchange members who offer and respect consumer opt-outs. If a consumer opts out from an RMX member who participates in Clear Ad Notice, the consumer should not be included in Audience Sharing.
Additionally, Right Media continues to prohibit our clients from sending personally identifiable information (PII) to us, and we do not collect PII about consumers during the ad delivery process. We require our clients to post a privacy policy that complies with applicable laws, rules and regulations, as well as offer consumers an opt-out that would extend to the Audience Sharing feature.
Right Media Delivers
Right Media delivers the capabilities needed to better connect with consumers online. Moreover, we believe that all members of the online advertising ecosystem will benefit from their adoption: from the consumers who have a more enriched online experience to website publishers who are better able to monetize their available ad space.
Wednesday, November 3, 2010
Yahoo's move to add Personalized Retargeting and rebrand its three-year-old Ad Network into Yahoo Network Plus integrates technology from the acquisition of Dapper the Sunnyvale, Calif. company announced in October.
The "Plus" in the name points to the available targeting data, access to ad inventory, and services. Aside from Personalized Retargeting, Yahoo offers behavioral, geographic, demographic, site, weather, search retargeting and a bunch more.
Admitting that Yahoo has failed to market the reach and scope of Yahoo's ad display network, David Zinman, vice president and general manager for display advertising at Yahoo North America, told MediaPost that Yahoo's strong portal brand and collection of content sites doesn't convey much more. "When we surveyed our advertisers, few were aware we're also an ad network," says Zinman. "We wanted to highlight our capabilities as an ad network."
Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion. Personalized Retargeting combines with search retargeting to reach consumers showing interest in specific keywords while searching the Web, but not necessarily landing on the marketer's site.
Retargeting platforms identify consumers, finds them on other sites, and serves up similar ads. Many times dynamic ad creation customizes what Web searchers see based on specific products on an advertiser's site. Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion.
Personalized retargeting, when customized, delivers "significantly greater lift," Zinman says. He says one client continues to see a 97% increase overall. "That's not a fluke," he says. "Most clients are doubling performance, compared with standard retargeting."
It also changes the pricing model, expanding the ability for advertisers to buy retargeting based on performance pricing, rather than CPM. This means expanding pricing based on a cost-per click (CPC) or a cost-per-acquisition (CPA) model. The performance pricing model, a takeoff from search, drives better returns both for advertisers and Yahoo.
Zinman calls personalized retargeting a niche that will grow during the next couple of years. "Personalized retargeting is not yet offered by Microsoft, Google or AOL," he says. "If you know a solution like this offers better performance, you kind of expect the bigger players to be involved."
by Laurie Sullivan
The "Plus" in the name points to the available targeting data, access to ad inventory, and services. Aside from Personalized Retargeting, Yahoo offers behavioral, geographic, demographic, site, weather, search retargeting and a bunch more.
Admitting that Yahoo has failed to market the reach and scope of Yahoo's ad display network, David Zinman, vice president and general manager for display advertising at Yahoo North America, told MediaPost that Yahoo's strong portal brand and collection of content sites doesn't convey much more. "When we surveyed our advertisers, few were aware we're also an ad network," says Zinman. "We wanted to highlight our capabilities as an ad network."
Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion. Personalized Retargeting combines with search retargeting to reach consumers showing interest in specific keywords while searching the Web, but not necessarily landing on the marketer's site.
Retargeting platforms identify consumers, finds them on other sites, and serves up similar ads. Many times dynamic ad creation customizes what Web searchers see based on specific products on an advertiser's site. Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion.
Personalized retargeting, when customized, delivers "significantly greater lift," Zinman says. He says one client continues to see a 97% increase overall. "That's not a fluke," he says. "Most clients are doubling performance, compared with standard retargeting."
It also changes the pricing model, expanding the ability for advertisers to buy retargeting based on performance pricing, rather than CPM. This means expanding pricing based on a cost-per click (CPC) or a cost-per-acquisition (CPA) model. The performance pricing model, a takeoff from search, drives better returns both for advertisers and Yahoo.
Zinman calls personalized retargeting a niche that will grow during the next couple of years. "Personalized retargeting is not yet offered by Microsoft, Google or AOL," he says. "If you know a solution like this offers better performance, you kind of expect the bigger players to be involved."
by Laurie Sullivan
Monday, November 1, 2010
Yahoo! rewrites the rules of retargeting, again
Yahoo! is no slouch when it comes to retargeting. After all, when it comes to breakthrough solutions like search retargeting, we invented it. Search retargeting allows advertisers to pinpoint users with display ads based on their search activities.
Let’s say a user has searched “Spider Man,” indicating a strong intent to buy tickets to the latest “Spider Man” film, a Halloween costume, or a figurine based on the film. As an advertiser, you can then target that user across our newly rebranded ad network, Yahoo! Network Plus to help make the sale.
The user gets what they want, the advertiser closes the deal. Everyone’s happy, right? But wait, it gets better.
With our new “Personalized Retargeting,” we can help you tap the potential of interested consumers who visit your website by retargeting them across the Web with personalized creative. It can help you turn prospects into customers at an even higher rate than standard retargeting—and you’ll only pay for clicks or conversions.
Long story short: You can bring back those who have clicked away from your site to engage with you again, encourage them to perform the actions you want, and we will charge you only on a cost-per-click (CPC) or cost-per-action basis (CPA). One of our travel clients was able to see a 97% overall lift in revenue—and a 104% increase in conversion rates.
Retarget with more reach on Yahoo! Network Plus
It’s a lot easier to target a narrow segment of users at scale when you reach massive numbers of them in the first place. Our Yahoo! Network Plus ad network, which combines Yahoo! sites with some of the top publishers on the Web, can reach 86% of the consumers on the Web, the largest reach and page views among any network, according to September’s comScore ad network report.
And, yes, this has to do with our recent acquisition of Dapper. We already delivered the largest, most engaged audience on the Web. With Dapper, that audience gets even larger, with campaigns traversing the Internet and bringing in-house ad technology that powers your campaigns.
With Yahoo! Personalized Retargeting, you’ll now have greater control over your campaigns with performance pricing and leading dynamic creative technologies from Dapper. And as with all user targeting initiatives at Yahoo!, we also reinforce the trust we’ve built with users by putting control in their hands with tools like Ad Interest Manager. On Yahoo! Network Plus, advertisers benefit from this environment of trust through more engaged users and more relevant experiences.
In short, Personalized Retargeting with Yahoo! Network Plus gives advertisers more reach through the biggest network, more scale through access to data to augment site retargeting audiences, and more confidence with the highest quality environments and with industry leading consumer trust initiatives.
Let’s say a user has searched “Spider Man,” indicating a strong intent to buy tickets to the latest “Spider Man” film, a Halloween costume, or a figurine based on the film. As an advertiser, you can then target that user across our newly rebranded ad network, Yahoo! Network Plus to help make the sale.
The user gets what they want, the advertiser closes the deal. Everyone’s happy, right? But wait, it gets better.
With our new “Personalized Retargeting,” we can help you tap the potential of interested consumers who visit your website by retargeting them across the Web with personalized creative. It can help you turn prospects into customers at an even higher rate than standard retargeting—and you’ll only pay for clicks or conversions.
Long story short: You can bring back those who have clicked away from your site to engage with you again, encourage them to perform the actions you want, and we will charge you only on a cost-per-click (CPC) or cost-per-action basis (CPA). One of our travel clients was able to see a 97% overall lift in revenue—and a 104% increase in conversion rates.
Retarget with more reach on Yahoo! Network Plus
It’s a lot easier to target a narrow segment of users at scale when you reach massive numbers of them in the first place. Our Yahoo! Network Plus ad network, which combines Yahoo! sites with some of the top publishers on the Web, can reach 86% of the consumers on the Web, the largest reach and page views among any network, according to September’s comScore ad network report.
And, yes, this has to do with our recent acquisition of Dapper. We already delivered the largest, most engaged audience on the Web. With Dapper, that audience gets even larger, with campaigns traversing the Internet and bringing in-house ad technology that powers your campaigns.
With Yahoo! Personalized Retargeting, you’ll now have greater control over your campaigns with performance pricing and leading dynamic creative technologies from Dapper. And as with all user targeting initiatives at Yahoo!, we also reinforce the trust we’ve built with users by putting control in their hands with tools like Ad Interest Manager. On Yahoo! Network Plus, advertisers benefit from this environment of trust through more engaged users and more relevant experiences.
In short, Personalized Retargeting with Yahoo! Network Plus gives advertisers more reach through the biggest network, more scale through access to data to augment site retargeting audiences, and more confidence with the highest quality environments and with industry leading consumer trust initiatives.
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