DataView: The DataXu Blog
Category: performance
- DataXu’s Mike Baker Makes the Rounds – 2 days, 3 Events
07/12/2010 | Categories: advertising, data, digital advertising, digital media, display advertising, events, media buying, online advertising, performance, Yahoo!They say you can’t be everything to everyone, but for DataXu CEO Mike Baker you CAN be everywhere with everyone. Next week, Mike will be speaking at 3 different industry events.
12:15 p.m. PT, Monday, July 19, 2010:
OMMA AdNets – Los Angeles, CA
An annual OMMA event, this year’s OMMA AdNets seeks to uncover the value in the many layers of the digital advertising ecosystem. Mike will be speaking on a pre-lunch panel, at 12:15 p.m. PT, titled “Simplify the Stack: Fighting the New Cost and Complexity of Media Buying.” Moderated by David Szetala, CEO, Clix Marketing and joined by panelists from Razorfish, Click Forensics and Catalyst, Mike will discuss strategies for improving the efficiency of the media buying process.
7:00 p.m. PT, Monday July 19, 2010:Dapper Fixing Advertising Panel – Los Angeles, CA
Co-hosted by the Rubicon Project, Fixing Advertising Los Angeles will explore the tremendous changes and opportunities in display advertising today as innovations in user data, intelligent media buying, and dynamic creative drive new efficiencies and performance gains – at a remarkable scale. The panel will also take a deep dive into the ways that the new data-driven ecosystem is affecting publishers, including insights into which data is owned by publishers, how well they are represented by supply-side platforms and whether or not they are capturing enough of the value chain. The panel will be moderated by Peter Kim, General Manager, Yahoo! Smart Ads, and joining Mike as panelists will be executives from The Rubicon Project, Triggit and more.
2:30 p.m. CT, Tuesday, July 20, 2010:Right Media Open – Chicago, IL
Yahoo’s Right Media Open is an annual event that brings together online advertising leaders to share insights and discuss industry challenges. This year’s event will be keynoted by Terence Kawaja, Managing Director, GCA Savvian and Randall Rothenberg, President & CEO of the Interactive Advertising Bureau. Mike will be on a panel alongside executives from Cadreon, MEC and MediaBank to discuss the question, “How Are Agencies Evolving to Meet the Digital Future?”
Stay tuned for additional insights, content and recaps from these events.
- DataXu MarketPulse: “Beyond Audience: What Drives Campaign Performance?”
06/28/2010 | Categories: data, demand side platform, DSP, MarketPulse, online advertising, performance, real-time bidding, RTB, trendsToday we published the second issue of the DataXu MarketPulse, a research newsletter designed to highlight trends in digital advertising based on DataXu’s own proprietary data.
In this month’s issue, we explored campaign performance and the impression attributes that are most highly correlated with conversions and the results were surprising!
DataXu MarketPulse, June 2010
Beyond Audience: What Drives Campaign Performance?
Since the dawn of the Internet, advertisers have been on a quest for the holy grail of digital advertising: delivering the right ad to the right consumer at the right time. This quest has yielded great insights about how to improve each of these ad dimensions. Consumer targeting is the current priority for some high-profile ad agency holding groups. But which factor is the most important driver of a campaign’s success?
With real time bidding (RTB), advertisers can get closer to the answer than ever before. Impression level data essentially maps the path to the grail. At MarketPulse, we like to look past the hype and let the data do the talking.
With 100s of millions of impressions served daily, we recently evaluated whether consumer, context, or creative attributes of ad impressions were most predictive of conversions.
The result? Each category was well represented, but creative attributes were the winner — correlating most highly with conversions for 48% of the campaigns.
“The data shows that a single campaign performance driver cannot be predicted with confidence in advance. This suggests that a more effective ‘media plan’ is one that instead responds to the nuanced, unique data each campaign generates. The implication is that brands and their agencies need systems that can glean the data and automatically adapt, rather than relying on a rigid, one-size-fits-all approach,” noted Mike Baker, CEO of DataXu.
Our analysis included nineteen large-scale, online display campaigns that ran for at least four weeks, across the leading RTB ad exchanges. In each campaign, we evaluated multiple impression attributes in the categories of consumer (who saw the ad), context (where the ad appeared), and creative (what the ad looked like) to see which attributes appeared most consistently across ad impressions that preceded conversions.
For additional results and takeaways from this month’s MarketPulse, you can download the pdf: DataXu MarketPulse_Campaign Performance Drivers_June 2010
DataXu’s MarketPulse explores the data that defines today’s digital advertising marketplace. Sign up here to have future MarketPulse newsletters delivered directly to your inbox.
- Hyper Target without Sacrificing Scale: DataXu Introduces Audience Optimization
06/22/2010 | Categories: audience buying, audience insights, audience optimization, audience targeting, campaign parameters, data, demand side platform, DSP, impressions, performance, real-time bidding, RTB, target audience, targeting, third party dataAs digital moves from the fringe to the core of most media plans, marketers are looking for more effective ways to engage the online consumer. From traditional demographic targeting to social influencers to search intenders, finding your audience and delivering the right message is key. Third party data enables advertisers to more precisely target their audience, but advanced targeting techniques can also have the unwanted effect of limiting campaign reach and scale.
Today, we announced our Audience Optimization program that allows advertisers to easily integrate proprietary and 3rd party data into the DataXu system for advanced audience targeting, optimized campaign performance and sophisticated audience insights.
What makes DataXu’s Audience Optimization unique is actually the same thing that makes DataXu unique, our proprietary learning system.
Unlike other DSPs, DataXu is able to not only target specified audience segments, but actually learn the most effective combinations of creative and context within those segments and apply those learnings to extend the campaign beyond the originally defined audience segment. This solves the scale problem that plagues pure play audience buying strategies. DataXu’s real-time bidding system then uses a variable-pricing model to “bid down the curve” or value impressions relative to how closely they resemble the optimal performance patterns.
Here’s how it works in practice: a financial services company is looking to target 34-54 year old males with a high household income for a new “retirement product.” Their media plan projects a target audience of 2 million consumers online, but with the specific campaign parameters in play, they are able to reach only 250,000 unique impressions initially.
Using DataXu, the advertiser can then run an Audience Optimized flight across an additional 1.75 million uniques, all of which resemble the consumers that are converting on the offer. The Audience Optimized flight is built from impression- level data and web site activity and predicts which combination of consumer, ad creative and context signals are most likely to result in a conversion – pattern matching from our learning system. The media is valued and purchased, and creative selected, based on how closely the pattern resembles the target audience conversions.
For more about our new Audience Optimization capabilities, see the full press release here: http://www.dataxu.com/news/audience_optimization.php or contact us at sales@dataxu.com.
-Mike Baker, CEO, DataXu
