AdAdvisor Predictive Targeting
gapingvoid
The World According to Twitter...
- ...@TARGUSinfo Integrates Data Into Demdex Behavioral Bank, Discusses The Data Biz http://bit.ly/dw3HQd?? 9 hrs ago
- Ogilvy lobby art http://tweetphoto.com/13926297 12 hrs ago
- Details details RT @alannaaclark: @DavidHelmreich @BennettZucker Havas? Colonize? re: co-CEOs 18 hrs ago
- Love doing business in NYC - 6am train from DC - first meeting at 10 - 7 meetings today - end at 10pm. #fb 18 hrs ago
- Realizing that I can keep up with work if I 1) don't sleep more than 2 hours/night, and 2) block off large chunks of time on my calendar. 19 hrs ago
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- Ross Shanken on iPad vs. Kindle. Kindle just got owned.
- John Engler on Death and taxes
- dhelmreich on The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies
- John Engler on The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies
- dhelmreich on Behavioral Targeting – the myth that online behavior is predictive of future interest
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Random ideas, new technology ventures, and interactive advertising
Death and taxes
I was digging through some old emails (it’s one of those days were I need to get really organized), and I ran across this rant that a friend of mine sent to me. Given the state of the economy, the recent tax-day tea parties, and the frustration around the lack of incentive to innovate and perform, this is quite timely:
To All My Valued Employees,
There have been some rumblings around the office about the future of this company, and more specifically, your job. As you know, the economy has changed for the worse and presents many challenges. However, the good news is this: The economy doesn’t pose a threat to your job. What does threaten your job however, is the changing political landscape in this country.
First, while it is easy to spew rhetoric that casts employers against employees, you have to understand that for every business owner there is a back story. This back story is often neglected and overshadowed by what you see and hear.
I started this company 28 years ago. At that time, I lived in a 300 square foot studio apartment for 3 years. My entire living apartment was converted into an office so I could put forth 100% effort into building a company, which by the way, would eventually employ you.
My diet consisted of Ramen Pride noodles because every dollar I spent went back into this company. I drove a rusty Toyota Corolla with a defective transmission. I didn’t have time to date. Often times, I stayed home on weekends, while my friends went out drinking and partying. I was married to my work.
Meanwhile, my friends got jobs. They worked 40 hours a week and made $50K a year and spent every dime they earned. They drove flashy cars and lived in expensive homes and wore fancy designer clothes. Instead of hitting Nordstrom’s for the latest hot fashion item, I was trolling through the discount store extracting any clothing item that didn’t look like it was birthed in the 70’s.
So, while you physically arrive at the office at 9am, mentally check in at about noon, and then leave at 5 pm, I don’t. ! There is no “off” button for me. When you leave the office, you are done and you have a weekend all to yourself. I unfortunately do not have the freedom.
I eat and breathe this company every minute of the day. There is no rest. There is no weekend. There is no happy hour. Every day this business is attached to my hip like a 1 year old special-needs child.
Now, the economy is falling apart and I, the guy that made all the right decisions and saved his money, have to bail-out all the people who didn’t. The people that overspent their paychecks suddenly feel entitled to the same luxuries that I earned and sacrificed a decade of my life for.
Unfortunately, the cost of running this business, and employing you, is starting to eclipse the threshold of marginal benefit and let me tell you why: I am being taxed to death and the government thinks I don’t pay enough. I have state taxes, Federal taxes, Property taxes, Sales and use taxes, Payroll taxes, Workers compensation taxes, and yes – Unemployment taxes.
Taxes on taxes. I have to hire a tax man to manage all these taxes and then guess what? I have to pay taxes for employing him.
Government mandates and regulations and all the accounting that goes with it, now occupy most of my time. On Oct 15th, I wrote a check to the US Treasury for $288,000 for quarterly taxes. You know what my “stimulus” check was? Zero. Nada. Zilch.
The question I have is this: Who is stimulating the economy? Me, the guy who has provided 14 people good paying jobs and serves over 2,200,000 people per year with a flourishing business? Or the federal government?
Here is what many of you don’t understand … TO STIMULATE THE ECONOMY YOU NEED TO STIMULATE WHAT RUNS THE ECONOMY. Had suddenly government mandated to me that I didn’t need to pay taxes, guess what? Instead of depositing that $288,000 into the Washington black-hole, I would have spent it, hired more employees, and generated substantial economic growth because I wanted to make even more money.
My employees would have enjoyed the wealth of that tax cut in the form of promotions and better salaries. But you can forget it now.
Business is at the heart of America and always has been. To restart it, you must stimulate it, not kill it. Suddenly, the power brokers in Washington believe the poor of America are the essential drivers of the American economic engine.
So where am I going with all this? It’s quite simple. If any new taxes are levied on me, or my company, my reaction will be swift and simple. I fire you. I fire your co-workers. You can then plead with the government to pay for your mortgage, your SUV, and your child’s future. Frankly, it won’t be my problem.
I will close this company down, move to another country, and retire. You see, I’m done. I’m done with a country that penalizes the productive and gives to the unproductive. My motivation to work and to provide jobs will be destroyed, and with it, will be my citizens! Hip?
So, if you lose your job, it won’t be at the hands of the economy; it will be at the hands of a political hurricane that swept through this country, and will have changed its landscape forever. If that happens, you can find me sitting on a beach, retired, and with no employees to worry about.
Signed,
Your boss
TARGUSinfo at ad:tech San Francisco: booth 1772

The TARGUSinfo Interactive Markets team heads to San Francisco next week for ad:tech. Not only are we exhibiting with a 20×20 booth this year, we’ve put together a panel focused on how leveraging unique data assets can improve your customer acquisition and retention:
The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies:
Media wastage. Sluggish click-through rates. Poor-performing leads. Are these the “necessary evils” of the online marketing world? As online targeting evolves, new data sources have emerged to pinpoint your audience online for maximum brand impact and response. And marketers have become more sophisticated in using insights to verify and score leads — letting them more effectively engage and convert high-value customers. Whether you’re an ad network maximizing your clients’ dollars or an advertiser converting a lead, you can’t operate in an environment devoid of smart data.
In this session, panel members will talk about using real-time insight and predictive analytics to optimize your customer-acquisition cycle — from display advertising to lead generation to lead scoring. If you want to improve online targeting, increase click-through rates and focus on the best leads, be sure to attend this panel discussion to get tips, tricks and sage advice from top ad networks, innovative data providers and industry-leading technology companies.
MODERATOR: David Helmreich, VP, Interactive Markets, TARGUSinfo
PANELISTS:
Jim Waltz, President, Traffic Marketplace
Leon Zemel, Senior VP, Analytics, [X+1]
Neil Kaplan, Senior VP, Business Development, Vantage Media
The panel is Tuesday, April 21 – 3:00 PM – 4:00 PM in Room 3020. Hope to see you there.
In addition, we hope to hear from you before the event. Feel free to contact me directly at david (at) targusinfo.com.
Satya Patel – Data can save online advertising
Satya Patel, a Principal at Battery Ventures, and a current investor in Lotame and Blue Kai, had a great post on his blog the other day. Andy Monfriend and his team at Lotame reposted his article below (and I am reposting it again).
The premise is that the value and cost of data will exceed the value of the inventory that is being displayed.
There continues to be a lot of noise in the data space, and those companies that make the most predictive data easily available, and have the widest distribution, will have the best chance of being the long-term leaders in this space.
It’s been nearly 15 years since Rick Boyce and HotWired famously popularized the use of banner advertising campaigns as a model for generating revenue online. Since then, there have been many, significant innovations in online advertising, including new ad formats, new pricing models, new targeting technologies and new metrics for effectiveness. Yet the value of online display advertising is being questioned now more than ever before, particularly in the current economic environment. Numerous organizations are projecting that online display advertising spend will be flat or slightly down in 2009. Growth is expected to recover in 2010, but at much lower rates than earlier in the decade and than search advertising. But the explosion of data and its increasingly effective use hold great promise for online display advertising. There are many types of data for online advertising, including keywords, contextual, behavioral, semantic, demographic, psychographic and social. The relative value of each of these forms of data is still an unknown, but I believe that the value (and cost) of data will soon exceed the value of inventory, which is already deteriorating.
Here are three reasons that the use of data will save online ads and help restore their growth.
- Data makes media buying easier: Data from comScore, the IAB and others suggests that while the top 50 online publishers only account for 25%-35% of user attention, as measured by page views or time spent, they represent about 90% of online advertising spend. Why is that? As I’ve written before, the job of an online media buyer is seemingly impossible. Audience fragmentation, the proliferation of ad networks and the emergence of ad exchanges have created incredible amounts of complexity in the marketplace. Learning about all of these sources of inventory, let alone buying from them, is an unenviable task. On the other hand, buying from large, known publishers is simple. This is the default behavior for many online media buyers because it doesn’t entail extra effort or risk. Further, the buying of traditional media, rightly or wrongly, is done largely based on gross rating points, viewership, circulation, listenership, etc. Media buyers purchase audiences at scale. In the online world, media fragmentation has made it a necessity to buy from multiple places to achieve desired scale. Data allows traditional buying behavior (again, independent of whether it’s good or bad) to be replicated online. Data enables media buyers to purchase a specific, consistent audience at scale across many different publishers. Data makes the jobs of media buyers easier, allowing more dollars to be spent online.
- Data increases the value of remnant inventory: Somewhere between 30%-40% of online ad inventory at most major publishers goes unsold by their direct sales organizations. That number is closer to 80-90% for most social media sites, the fastest growing segment of inventory and the one with the most ad effectiveness challenges. Remnant inventory is the direct result of highly ineffective ads that are not relevant to the consumer. There was a time when NYTimes.com could sell its inventory because of the association with its brand. That time is long gone as metrics have told advertisers that they are not earning a return on their dollars. Getting value from advertising on social media, where consumers are largely not engaged in commercial activity, is even more difficult. And inventory, both premium and remnant is increasingly being commoditized by the ad exchanges. Effective use of data for targeting (with more engaging creatives) the right audience yields better ad performance and generates real value from remnant inventory. In the end, today’s gap between demand and supply diminishes as data-defined audiences, rather than impressions, are being purchased.
- Data is available to all: The traditional ad agency model is widely recognized as broken. The economics of the agency business dictate that they find more efficient and effective ways to engage consumers on behalf their advertising clients. Along these lines, agencies have come to realize that one of their greatest assets is their consumer and ad performance data. Data, in combination with more innovative creative, can target the right audience at the right time with the right conversation, interactivity and engagement. Publishers also see that it’s becoming more difficult to aggregate sizable audiences and to sell their ad real estate. Differentiation in the face of commoditization comes from their data. And ad networks know that they are in danger of being disintermediated unless they bring unique value to the both advertisers and publishers in the form of greater access to data or better targeting through data. Fortunately, all of these players have their own data assets and increasingly have access to data from traditional offline data vendors, such as Acxiom and TARGUSinfo, as well as from emerging online data exchanges, such as BlueKai (where I am an investor) and eXelate. The competitive dynamics in the online ad industry dictate that the various players leverage data to provide greater value to their constituents.
While data doesn’t solve all of the problems in the online advertising market, it’s clear that data is going to have a huge impact on the future of the industry. The companies that develop the platforms, tools and services to make it easier to aggregate, analyze and utilize data will be the next category of winners in the online ad market. More importantly, they will help grow the online advertising market for all of us. Even as the value of inventory decreases, the increasing use and value of data and the resulting greater sell-through of inventory will yield a larger online advertising market.
Lotame, Apr 2009
You should read the whole article.
CHART OF THE DAY: Internet Ads Growing Faster Than Any Medium In History
Great chart and post from Silicon Valley Insider:
The growth of Internet advertising through the medium's first 14 years obliterates the growth of advertising for cable and broadcast television over their first 14 years. Here's a revenue comparison in current inflation-adjusted dollars.
(Dare we say that online advertising looks as though it has gotten a bit ahead of itself?)
Lotame press today in MediaPost
Great insights from the Lotame team today:
In a finding that might seem to refute some conventional wisdom about the effectiveness of online advertising formats, the lowly rectangle has been found to be far more engaging than other premium ad formats, including to-of-the-page leaderboards, and page-scraping skyscrapers. The finding, which is the result of an extensive “time spent” analysis of nearly 150 million ads served during 2009 by social media ad optimization firm Lotame, found that 300 x 250 “medium rectangle” ads averaged 13 seconds of “viewing” exposure per user served vs. only 5.4 seconds for leaderboards and 1.9 seconds for skyscrapers.
Lotame , Apr 2009
You should read the whole article.
The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies
I’m moderating a panel at ad:tech SF this year – any suggestions or questions in advance are appreciated.
The Secrets to Customer Acquisition—Data-Fueled Media and Lead Generation Strategies
Media wastage. Sluggish click-through rates. Poor-performing leads. Are these the “necessary evils” of the online marketing world? As online targeting evolves, new data sources have emerged to pinpoint your audience online for maximum brand impact and response. And marketers have become more sophisticated in using insights to verify and score leads — letting them more effectively engage and convert high-value customers.
Whether you’re an ad network maximizing your clients’ dollars or an advertiser converting a lead, you can’t operate in an environment devoid of smart data. In this session, panel members will talk about using real-time insight and predictive analytics to optimize your customer-acquisition cycle — from display advertising to lead generation to lead scoring. If you want to improve online targeting, increase click-through rates and focus on the best leads, be sure to attend this panel discussion to get tips, tricks and sage advice from top ad networks, innovative data providers and industry-leading technology companies.
MODERATOR:
David Helmreich, VP, Interactive Markets, TARGUSinfo
As one of the leading voices in predictive targeting for digital marketers, David Helmreich is responsible for building optimization solutions for the interactive advertising industry at TARGUSinfo. Formerly the Director of Sales for Interactive Markets he managed more than 150 accounts and all sales efforts. Dave joined TARGUSinfo from The Advisory Board Company (ABCO), where he directed the development and launch of their health care business intelligence solutions, representing more than $25M in recurring revenue only 18 months after launch. Dave received an MBA from the Smith School of Business at the University of Maryland and a BS in Computer Science from the United States Naval Academy.
PANELISTS:
Jim Waltz, President, Traffic Marketplace
Leon Zemel, Senior VP, Analytics, [X+1]
Neil Kaplan, Senior VP, Business Development, Vantage Media
Zach Weinberg, Co-Founder and CEO, Invite Media
Do consumers really care about controlling their behavioral profiles?
Given the recent press on BlueKai, eXelate, and Google’s new "Interest Based Advertising", and the many mentions of giving users control over their profile and preferences, I’ll bet that less than 2/10th of 1% of the users that have a BlueKai or eXelate cookie ever opt-out or change their profile.
I’d really like some stats, but let’s assume that due to eBay and Kayak, BlueKai has an audience in excess of 60M users / cookies, I’ll bet that less than 120k users have viewed their profile, and less than 60k have modified it.
Love to be proved wrong on this. But seriously – do we really care?
The hidden cost of privacy and transparency
After reading Saul Hansell’s article a few days ago in the New York Times, "An Icon That Says They’re Watching You ", I wondered about the potential infrastructure and bandwidth cost associated with including something as simple as a "simple icon" on every ad, or in every iframe delivered across every publisher property in North America.
Let’s just assume that we are only going to focus on the top 10 advertising networks, excluding Google and Yahoo. According to some recent stats by comScore, there are somewhere between 138B and 183B monthly impressions across those 8 networks.
How much would this cost on a monthly basis?

