Comments on: Real-Time Bidding for Display Advertising Coming to Local Media? http://staging.blog.biakelsey.com/index.php/2009/10/16/real-time-bidding-for-display-advertising-coming-to-local-media/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 By: Ed Kohler http://staging.blog.biakelsey.com/index.php/2009/10/16/real-time-bidding-for-display-advertising-coming-to-local-media/comment-page-1/#comment-387757 Mon, 19 Oct 2009 16:06:21 +0000 http://blog.kelseygroup.com/index.php/2009/10/16/real-time-bidding-for-display-advertising-coming-to-local-media/#comment-387757 This sounds like Google content targeted advertising to me. Is it more targeted? Cheaper? Have better metrics? Offer more reach?

]]> By: Israel Mirsky http://staging.blog.biakelsey.com/index.php/2009/10/16/real-time-bidding-for-display-advertising-coming-to-local-media/comment-page-1/#comment-387329 Fri, 16 Oct 2009 15:49:06 +0000 http://blog.kelseygroup.com/index.php/2009/10/16/real-time-bidding-for-display-advertising-coming-to-local-media/#comment-387329 Hi Michael,
The answer is yes, they absolutely could. Newspapers could “buy in” to the exchanges like any other advertiser and use the included tools, or they can go in using a bidder with robust segmentation and optimization capabilities and run focused geo and demographically targeted campaigns for their advertisers. The second option will leads better results in the long term, as the exchanges do not help advertisers to buy the impressions that are statistically most likely to convert for their customers. My company in particular – [x+1] (see http://www.xplusone.com) has years of expertise with this kind of work.

This is a very exciting year, as we have been restricted to using aggregated network inventory instead of real-time exchange inventory as the exchanges were relatively small.

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