• 2012/11/03

世界のRTB取引額は、現在2400億円~3200億円に上り、2015年には1兆6000億円に到達する見込み

Performance marketing used to be simple. Search and affiliates loosely covered the space, the internet was accessed via a single device and conversion rates were good (8.4% in 2006, according to IMRG). Performance channels were clearly defined and we knew what to measure. So what happened? It’s not … Continue Reading →


  • 2012/11/03

現状のRTB取引での購入方法は広告主のためになっているのだろうか?(「Premium広告のProgrammaticbuyingが普及しないのはなぜか」の続き)

A recent article published by ExchangeWire took a look at defining the opportunities and challenges around ‘programmatic premium’. The article tries to define “programmatic premium” as well as attempting to uncover how it might be executed. The article garnered a number of comments, and was also use … Continue Reading →


  • 2012/11/02

AppNexus、Interactive Mediaと提携。“Premium Publisher Platform”の強化へ

Interactive Media, one the top two sales houses in Germany, has entered into a partnership with AppNexus, to power its new new “Premium Publisher Platform”. ExchangeWire understands that the deal will focus primarily around the ad serving of all of Interactive Media’s class 2 inventory in Germany, i … Continue Reading →


  • 2012/11/02

日本のRTBでの消費額、爆発的に成長中

Real-time bidding is a relatively new means of purchasing ad inventory and it has gained significant attention and ad dollars in the US. RTB on display ads allows advertisers to buy ads in real time based on a pairing of audience data with publisher-served impressions. In Japan, real-time bidding sp … Continue Reading →


  • 2012/11/02

RTBの裏側を少しのぞいてみる

Real-time bidding has proven to be a revolutionary advancement in the display world. But what is it really about? While we know there’s a ton of data flowing from one system to another, little is actually known about the communication taking place between the ad exchanges and the various bidde … Continue Reading →


  • 2012/11/01

ヤフーとMediaMind、ディスプレイ広告とビデオ広告領域で業務提携

ヤフーとMediaMindは10月31日、ディスプレイ広告ならびにビデオ広告領域での業務提携に合意したことを発表した。  この提携は、ブランディングを目的としたインターネット広告のニーズに応えるため、訴求力のあるディスプレイ広告およびビデオ広告の推進、データテクノロジーを用いたソリューションの強化を目的としたもの。ヤフーが運営するYahoo! JAPANでは、2013年1月末に実施予定のYahoo! JAPANの広告ソリューションのブランド再編において、インプレッション保証型の広告領域をプレミアム広告とし、より表現力のあるリッチな広告を推進していく。  第1弾となる映像動画サイト「GyaO!」 … Continue Reading →


  • 2012/10/31

RTB導入はバランスが大事

Everyone’s in love with RTB — even the branding folks. But while RTB is great for many sites like portals, it’s questionable whether premium buys can benefit from biddable sales. Can a premium publisher realistically be an audience buy? I doubt it; their sites aren’t designed for direct response. Bu … Continue Reading →


  • 2012/10/31

RTBと伝統的な広告取引は、友達?それとも敵?

A Stranger, Called RTB Within the wide array of available options on the current advertising market, RTB is surely quite the new notion to consider. Having been introduced not so long ago, it has already attracted a great deal of attention from diverse players in the industry, acquired considerable … Continue Reading →


  • 2012/10/31

オーストラリアの大手金融機関、RTBでの広告取引盛んに

Australia’s big banks are among the biggest real-time bidding advertisers in the country, a report reveals. Data from Rubicon Project’s REVV – a global buying and selling platform – showed the Commonwealth Bank was the top investor in RTB advertising, but ANZ, NAB, Bankwest and ING Direct all made i … Continue Reading →


  • 2012/10/31

Adfonic、モバイルDSP「Madison」をリリース

Adfonic (which bills itself as “the smarter mobile buying platform”) has announced the availability of its mobile demand-side platform (DSP) Madison, which the company claims gives large-spending advertising agencies and brands greater transparency, control and efficiency through access … Continue Reading →


  • 2012/10/31

RTB市場レポートのご紹介

Rubicon Projectが発表したQ3のRTB市場のレポートです。 Overview (意訳) 2012のQ3でグローバルでのRTB消化額は20%増加した。 この堅調な成長は、どこの国のまたどのカテゴリーのどの広告主が支えているのかという疑問が生まれるだろう。 この四半期の市場レポートは、市場の動きや成長率を調査することで、直近のRTB市場の取引のトレンドを見ている。調査対象は、US,カナダ,フランス,UK,ドイツ,オーストラリアの6カ国である。 REVV(Rubicon ProjectのRTBプラットフォーム)は、業界トップの機能を提供している。 REVVの包括的なブランド保護機能や柔 … Continue Reading →