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Beyond the hype

by Pascal Bensoussan, December 9, 2009 | Comments

3146

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 ...

Why advertising campaigns fail

by Pascal Bensoussan, October 14, 2009 | Comments (1)

2864

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 ...

Pascal Bensoussan

Pascal Bensoussan

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