OpenX Jumps into Content Ad System

Michael Garrity — Thu, 08 Nov 2012 18:35:00 GMT

OpenX Technologies, a company that develops digital (and mobile) advertising technology, recently announced the acquisition of JumpTime, which will allow OpenX to leverage JumpTime’s content optimization platform in conjunction with its advertising technology to provide a unique content and advertising system to its customers.

If you’re unfamiliar with JumpTime, it is another technology company that aims to help publishers calculate the financial value of their content assets in real-time, allowing them to use the service to optimize their revenue by increasing user engagement with their most valuable content, while also providing them with various tools to act upon this information. JumpTime features a number of notable media companies in its list of clients, including MTV, Nickelodeon, Yahoo! and Amazon.

The core of JumpTime’s valuation technology is made up of various real-time algorithms that it uses to determine just how much content is worth. However, what really makes the product so useful is a number of tools that help customers put all of that information into action. This includes the Traffic Valuator application, which provides support tools for online editors that suggest the placement of headlines, photos and videos based on how well the content drives users to the site’s “most valuable” areas. These tools have led to revenue increases of up to 90 percent for some JumpTime customers, and all without purchasing any additional advertising.

By integrating JumpTime’s technology into its platform, OpenX can now (for the first time in the history of digital advertising, no less) ensure its publishing partners that they will receive the highest possible price for their advertising; plus, it will also show the page and videos views that drive the most engagement and highest value.

Targeting Ads By Past Social Media Behavior

Michael Garrity — Tue, 16 Oct 2012 17:11:00 GMT

Often, as unfortunate as it is, brand marketers will miss out on potential customers (and revenue) because they don't have the ability at the time to capitalize on their interest in a product or service. Until recently, those customers were basically lost, but now advertising platform provider LocalResponse wants to bring them back.

The company, which specializes in helping marketers respond to real-time consumer intent, is launching a brand new product called HIT (historical intent targeting) that will let brands “go back in time” to deliver ads based on a consumer’s past social media behavior across a variety of public networks, including Instagram, Twitter and Foursquare.

LocalResponse’s ad targeting and display platform will mine public social media channels to seek out customers that have expressed interest or “intent” in the products, brand or lifestyle associated with their advertising partners, allowing these marketers to target consumers who have shown explicit intent (such as a Foursquare check-in) or implicit intent toward their brand.

HIT works by mining tons of historical data that looks at tweets, shares, posts, check-ins and more across a range of social media sites. So, for instance, if a consumer once tweeted positively about a film they saw during the summer, studios can use that information to send them ads about the movie’s upcoming DVD release many months later. In fact, one of LocalResponse’s early partners during its pilot program was Sony Pictures, and it’s reported “impressive results” from its campaigns so far.

In launching HIT, LocalResponse is able to ensure that marketers aren’t relying too much on more recent or even real-time data, allowing advertisers to leverage consumers that displayed interested in a brand or product on a social media site months, or even years, before. As a result, ads can become even more contextual and valuable for marketers.

'Net Features : advertising platform

OpenX Jumps into Content Ad System

Targeting Ads By Past Social Media Behavior