Search engine marketing’s meteoric rise over the last decade is due, in large part, to the superiority of query-level targeting as compared to other online advertising channels. The targeting edge that SEM once held, however, may be slipping. Indeed, for many advertisers and many verticals, SEM may..
Does RTB really stand for Real Time Branding? Since the advent of Real Time Bidding, programmatic display advertising has largely been thought of as a technique for direct-response, performance based advertisers.
Since its launch a few months back, the Facebook Exchange (aka FBX) has created lots of buzz amongst companies involved in Real Time Bidding (RTB). While much of the initial discussion about FBX was centered around low-funnel tactics such as site retargeting, more companies (including my company,…