Pixel Tag Management: FAQs and Best Practices
When a brand begins to transition advertising spend from branding campaigns to direct response, the...
When Viewability Can Actually Blind Advertisers
Why this metric should take a backseat in direct response campaigns Viewability is a relatively...
ChoiceStream Wins New Product of The Year for cs.Console Product
Award Honors cs.Console’s Interactive Interface for Campaign Transparency and Insights BOSTON, MA–(Marketwired – Oct 3,...
Don’t Overlook Audience Insight in Programmatic
Industry publications predict growing budgets dedicated to programmatic, which will consume larger percentages of brands’...

How Programmatic Media-Buying Tackles B2B Marketers’ Top Five Prospecting Issues

person turning dials

AdAge recently published a B2B Research Insights whitepaper by Avention,  “Finding the Ideal Customer Prospect,” that focuses on prospecting challenges that marketers face. According to the findings in the whitepaper, which are based on a study of B2B companies*, the marketers experience a variety of problems in reaching out to prospects. While the study and responses assume that B2B marketers will focus their efforts in email and other tried-and-true direct channels, it is worth considering the contribution that can be made by the newest direct channel, programmatic media buying. Below we explain how programmatic media-buying addresses the top five concerns uncovered in the research: 1. Research Finding: A brand’s database lacks depth and accuracy. Programmatic media buying brings a wide breadth of data and a whole new scale of reach to B2B marketers, filling a void that many companies currently experience. Programmatic systems can incorporate a brand’s first party data

Travel still solid. Romance won & lost surprisingly strong in September’s Audience Cost Calendar.

Travel_Italy

Yankee great Yogi Berra once stated, “It’s like deja vu all over again.”  That’s obvious when looking at the fact that six out of the Top 10 ranked segments in September’s Audience Cost Calendar (which actually looks at August data) were Travel related (with Italy, France, the UK, South Pacific, Australia & New Zealand and Canada showing strong). In the August Cost Calendar (which looked at July data) five of the Top 10 segments were Travel related. The September Audience Cost Calendar – a monthly aggregation of impressions traded on digital ad exchanges – also shows the cost index narrowed last month (from 33 to nearly 250 in August) whereas the previous month’s results (July) showed a wider range of between 45 to nearly 300.  The cost index presents the average coist of the segments as it relates to the average cost of all segments. For example, an index of

The Art of Digital Advertising – More Than (Just) a Feeling

The Art of Advertising

A great byline by Max Kalehoff entitled “Trust Your Numbers…Or Your Gut?” got me thinking about the conundrum digital marketers face every day. His conclusion – that to be truly effective, people need to “embrace emotions and feelings in tandem with hard data and science” – is something we all need to be aware of in everything we do and every decision we make. This balancing act is especially profound in the world of digital advertising. The need to utilize ‘big’ data, the demands of quantifying results and the desire to put together creative that makes ads stand out among a sea of sameness (and may even be award worthy) is a hard thing to do. There are a few masters who can truly pull it off well. As an art fan, I like to view the changes that have occurred (and continue to occur) in the art world as similar

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