Real Case Studies | Improve targeting of videos
The story of Invite Media combines technology, innovation, and entrepreneurship at its best. Invite Media, created by Nat Turner and Zach Weinberg in 2007, originally set out to develop algorithms to enable web sites and internet advertising networks to improve targeting of videos and video advertising to internet surfers.
In 2008 Invite Media shifted its focus to developing algorithms that deliver web display ads to targeted markets (display advertising). In June of 2010 it was bought by Google, and its technology has evolved to a point where online advertisers and ad agencies deal simultaneously with multiple online ad exchanges to place real-time bids for display ad space which will optimize their display ad campaigns.
The Process Real time bidding (RTB) technology enables advertisers and agencies to tailor their bids on an impression-by-impression basis, based on their own data, when bidding on websites that make their ad space available through advertising exchanges.
As Nat Turner explained in a recent interview in Advertising Age: “One of the biggest things is that now it (the process) is transparent. Now the advertisers can come in and say, ‘I can access 12 exchanges by creating one line item in Invite Media’. Before, they would have to make 30 phone calls, employ 20 people, emailing ad tags back and forth. Asking, ‘How much inventory do you have?’ All this back and forth. In Invite, you just create a campaign, and you can see what’s available and press go and it’s done.”
Turner explains it this way: “Our system asks, What are your budgets? What’s your max bid? What’s your targeting? What’s your flight dates?
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