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Beyond the hype
by Pascal Bensoussan, December 9, 2009
Why real-time bidding on ad exchanges is challenged
As the "AdWords-ish-ness" of DoubleClick's AdX 2.0 interface makes obvious, the goal of today's exchanges is to bring greater scale and efficiency to the display space. There have been several reactions to this by the advertiser: Reaction A: "Great! Media buyers' ability to cherry pick impressions and effectively price each one will usher in a new era of performance-based marketing."Reaction ...
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Why advertising campaigns fail
by Pascal Bensoussan, October 14, 2009
10 reasons why advertisements reach the wrong audience
In 2006, Greg Stuart, Interactive Advertising Bureau CEO, estimated that advertisers’ waste, that is, impressions reaching the wrong audience or none at all, was $112 billion a year in America and $220 billion worldwide, or just over half of their total spending. Wanamaker was remarkably accurate. In 2009, we have made little progress. A recent research from ComScore indicates that ...
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Pascal Bensoussan
