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Defining Programmatic Search Advertising

Posted by
Caroline Towbin
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on Wednesday, 23 July 2014
in adMarketplace News

adMarketplace is excited to introduce the first programmatic marketplace for search advertising. By adding our algorithmic bidding technology, BidSmart, into our advertiser platform, Advertiser 3D, adMarketplace is now the only search advertising marketplace that allows advertisers to achieve their performance goals by bidding programmatically across 15 different dimensions.

 

What is programmatic search?

Our BidSmart algo analyzes each advertiser’s performance data to optimize their account spend and bid accordingly. For example, if we receive a query for the keyword “hotel” on Local.com from an iPhone, BidSmart will predict the optimal price for a click to a major hotel chain based on their historical performance data on that keyword, traffic source, and device type.

 

How is this different from what Google or Yahoo! is doing?

Unlike adMarketplace, Google and Yahoo do not share traffic source spend or cost data with advertisers who buy traffic from their search partner network. This black box approach removes control from advertisers. Advertiser 3D is transparent because it shows advertisers exactly how their bids are performing by traffic source and device type. Moreover, due to outsized market power, most advertisers are not comfortable sharing performance data with Google.

 

Like Google, Yahoo is also a black box for advertisers. Yahoo receives performance data from less than 5% of their advertisers. Without performance data, Yahoo simply can’t make educated bidding decisions on behalf of their advertisers. Uninformed automated bidding decisions rarely deliver performance.  

 

How is programmatic search different than programmatic display?

Programmatic display relies on user-based cookie data to target user audiences or retarget specific users.  In programmatic search, the value of a user query is not tied to the identity of a specific user. BidSmart uses keyword, traffic source, and device type performance data to price ad placement based on the strength of the intent and the likelihood of a conversion.

 

Also, the fact that we don’t use cookie data makes our programmatic solution fully compatible with all mobile devices and browsers.


For more information please check out our press release here.

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adMarketplace Wins HP Award for Excellence in Big Data

Posted by
Caroline Towbin
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on Tuesday, 06 May 2014
in adMarketplace News

HP Award Big Data 2014

adMarketplace just won the Hewlett Packard Discover 2014 Award for Excellence in Big Data! The award recognizes companies who best use Vertica, HP’s analytical database platform, to support their data processing. Our Vertica databases house data that powers Advertiser 3D, our campaign management platform, and BidSmart, our algorithmic bidding system. Both Advertiser 3D and BidSmart process significant amounts of real-time data and require a scalable data warehouse with powerful analytical capabilities. 

Our CTO, Mike Yudin, will accept the award at the HP Discover Conference in Las Vegas on June 10th. “HP sees a lot of different data processing applications, in many industries -- including top financial, telecom and healthcare companies -- so it’s really an honor that they chose adMarketplace for this award,” says Yudin. “Advertiser 3D is a fine piece of precision machinery with many parts working seamlessly together. Data flows throughout the system continually at multi-terabyte per hour rate. We deal with a lot of complex queries and our algorithms have very low requirements for latency. Vertica is able to satisfy those requirements.”  

adMarketplace delivers performance to advertisers by finding innovative ways to use data, and Vertica lets us take advantage of our data. Thank you to HP for recognizing our hard work!

Here’s the link to the official announcement

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Signals Outside the Engines

Posted by
Ryan Curtin
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on Tuesday, 22 April 2014
in adMarketplace News

Note: This is the fifth and final post in a series of articles leading up to our April 23rd Insight Summit. Be sure to check back for detailed follow-up posts after the event. 

Our opening Insight panel, “Signals Outside the Engines,” will focus on different forms of intent data outside the traditional search engine model. Search engines like Google and Yahoo!/Bing rely on keyword queries to calculate user intent, and keyword-generated intent data has long been considered the key to user intent modeling. This panel, moderated by our VP of Ad Operations James Domenick, will feature three industry experts with experience gathering and leveraging non-traditional intent data. Vikram Somaya, GM at The Weather Channel, will explain how weather data influences user intent. Geoffrey Shenk, VP of Business Development at Superfish, will weigh in on the rapidly evolving field of image-related intent. And, Chia Chen, SVP at Digitas, will discuss a holistic view of intent data. Non-keyword based intent data is still emerging and evolving, and this panel will  help  shine some light on the various forms of intent data outside the traditional keyword  model. See below for a brief overview of the topic:

What is alternative intent data?

User intent data is any information that gives advertisers clues about the types of users most likely to respond to a given ad. Typically, this information comes from keyword data, but there are many other sources. Weather, location, user movement, and image data can all contribute to user intent.

How does this work?

According to Vikram, weather affects the way people shop, the way people eat, and the way people spend their leisure time. Attaching user behavior data to weather data can help advertisers predict how users might behave on a given day. Likewise, users interact with images differently than they do with textual keyword results, so intent data from image-centric algorithms like Superfish tell a different story than its keyword-based counterpart. Our panelists will break down the various ways that different intent data can tell a more complete user intent story

Why is this important?

With access to more and better data, it’s now possible to draw conclusions about user intent in ways that were impossible in the past. It is highly likely that, in the near future, it will be commonplace to utilize intent data from a variety of sources, rather than relying on keyword data from search engines. Our panelists are at the forefront of a practice that will soon be industry standard, and we are very excited to hear their thoughts.

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Search Outside the Box: Monetizing Search Outside the Major Engines

Posted by
Ryan Curtin
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on Thursday, 17 April 2014
in adMarketplace News

Note: This is the fourth post in a series of articles leading up to our April 23rd Insight Summit.

In addition to a series of industry relevant panel discussions, our upcoming Insight Summit will also feature a fireside chat with Dwayne Walker, SVP of Advertising at Oversee. Search Outside the Box, moderated by our VP of Business Development Vincent Meyer, will focus on paid search advertising outside of the major search engines. Oversee.net was an early pioneer of domain monetization and Dwayne will be able to provide some expert knowledge surrounding paid search in the domain world, as well as explain the myraid of different types of Internet search.

 

Internet search occurs in a variety of channels – in fact, more than half of all online searches occur outside of Google and Yahoo/Bing. Domain search makes up a significant portion of search outside the engines. Think of domains as the undeveloped real estate properties of the Internet – often times visited before the construction of a fully developed site. The volume of users searching in their navigation bars and arriving at domain search result pages is staggering, and provides abundant opportunity for optimization.

Dwayne and Vince will also discuss mobile domain monetization, and make some predictions about the near-term future of mobile domain monetization. The boom in mobile usage – and by extension mobile search – is no secret, and the mobile surge has affected all forms of search advertising.

We’re really looking forward to this discussion, as it focuses on the publisher side of an often overlooked segment of the search advertising world. The PPC crowd tends to focus on search engines, when this form of search only makes up a portion of the search puzzle. Search Outside the Box aims to present a more complete view of the search ecosystem.

 

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The True Cost of Brand Search

Posted by
Ryan Curtin
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on Wednesday, 16 April 2014
in adMarketplace News

Note: This is the third post in a series of articles leading up to our April 23rd Insight Summit.

 

In Buying your Brand Term on the Search Engines: How much does it really cost you?, our panelists will discuss the true cost of conversion for paid search listings on search engine result pages (SERPs). This panel, featuring Gary Milner, Steve Gibson, and Paul Longo, will explore the value of branded search on the major engines and explain when it is advantageous to buy brand, and when it is not. The following is a brief overview of the key points our panelists will discuss. 

 

How is brand search on the big search engines different from other forms of search advertising?

On Google, brands will always rank high in the organic listings, and paid search ads become merely supplemental. With branded queries on a major search engine, the customer is already headed to the site – paid search is simply navigational, capturing pre-existing intent. Outside of search engines, there are no organic listings and companies must purchase their brand to have any hope of driving traffic to their sites.  Non-brand search is largely the same on SERPs and outside the engines. Some people believe that organic listings and implied user intent on Google (and other big engines) creates a fundamental difference between branded search on Google and branded search outside of major search engines. Our panelists will discuss whether or not branded search should be treated differently than non-brand search, and the implications of such a difference. 

 

Why does this difference matter?

Brands and agencies have a tendency to view ROI from branded search on Google as representative of paid search as a whole. This can be costly. Some industry experts believe that branded search conversions from SERPs are disproportionately high because they capitalize on pre-existing user intent, and CPCs for brand terms on the engines are comparatively low, which further distorts ROI. Moreover, the true cost of branded search extends beyond CPCs. Our panelist will discuss how this distinction affects search advertising budgets.

 

ROI on branded search may not be accurate.

Is last click attribution a sensible metric for branded search on the engines? With brand search on Google, the query really represents the end of a complex marketing funnel. Users don’t search for brands serendipitously, and the impetus behind most brand search stems from some other forms of marketing. Research has connected television, display, and various other marketing channels to paid search and suggests that these external marketing costs should be factored into branded search ROI.

 

When should you buy your brand on Google? 

There are certain situations where companies should always buy branded search, and our panelists will lay out specific guidelines for branded search strategy. Generally speaking, advertisers should buy branded terms in conjunction with other marketing efforts, or to protect their brand from poaching. There is an art to knowing when and how to buy brand on the engines, and our panelists will outline best practices for branded search. 

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