This is a really good execution of the simple idea of self-profiling, makes it look more like a quiz or a game.
Imagine if this was powered by hunch, which could inflect all sorts of other information on the person based on just a few answers.
AdGear RTB on Doubleclick Exchange 2.0 from Vlad Stesin on Vimeo.
Fairly simple retargeting campaign, very simple bidding strategy. Running at around 50 queries per second. Very exciting to see live traffic this way, thanks to gltail.
“While it is in everyone’s best interest (theoretically) to have fewer, better performing ads on a page, in an exchange where little is known about any given placement, a bad actor can exploit good actors in the system to unfairly maximize his yield at the expense of other players. This results in a prisoners dilemma situation. The result is that, in many tests, publishers may find themselves in a death spiral of adding more ads to inventory to increase the effective yield of a page.”
- Cogblog » Blog Archive » Managing Commoditization and Exchanges
Interesting perspective, and definitely one of the challenges when it comes to network buys in general, not just on exchanges.
But one of the main ideas behind DSPs is the benchmarking of sites/URLs across clients and campaigns. Granted, we don’t always have the URL on Doubleclick’s Exchange and it depends on publisher preferences, but frankly right now inventory liquidity is the biggest problem.
“A lot of the people who read a bestselling novel, for example, do not read much other fiction. By contrast, the audience for an obscure novel is largely composed of people who read a lot. That means the least popular books are judged by people who have the highest standards, while the most popular are judged by people who literally do not know any better. An American who read just one book this year was disproportionately likely to have read ‘The Lost Symbol’, by Dan Brown. He almost certainly liked it.”
The Economist (via mudd up, peterwknox) (via marco)
This is really a huge insight that has repercussions in all sorts of other areas, from digital advertising to iphone apps to search engines. And it’s all based on the age old principle of people being afraid of missing things out. Hence the blockbusters.
Maybe one person’s attention span is composed on one hand of following others (blockbusters) and on the other, finding your own (niches).
My hunch has always been that advertising needs social proof — proof that there are other people that dig an offer or an ad. That ultimately creates curiosity stemming from not wanting to miss out on something that a lot of others are getting.
“While consumer attention has moved to the web, consumer marketing has not. Instead, the web has, in the words of IAB chief Randall Rothenberg, been colonized “by the evil aliens of the direct-response planet.” Those below-the-line marketing budgets are about generating a sale, a clickthrough, a download or a page view. In short, marketing on the web has not been about creating demand so much as reacting to it by delivering the right ad to the right person when they indicate they want it. This has been a boon for Google (and has given birth to 400 ad networks), and represents the best thinking of largely West Coast technologists. But it is increasingly disastrous to content industries that are watching offline revenue erode and finding no equivalent revenue stream online.”
- Advertising: Planning Your Next Move in Ad Land - Advertising Age - News
