What You Missed If You Didn’t Attend OMMA RTB (Real-Time Buying)

Posted on Covario’s Blog today (3/26/2013): I recently had the opportunity to attend OMMA RTB in San Francisco. Though I’ve been familiar with RTB (Real-Time Buying) since 2010, the industry is growing so fast, it’s hard to keep up with latest trends and developments. (It seems to change by the Continue reading

Real-time Bidding and Optimization in Display Advertising

Some buzz these days on real-time bidding in display advertising.  New York Times: Instant Ads Set the Pace on the Web by Stephanie Clifford ClickZ: Real-Time Bidding: What It Is and Why It Matters by Mike Baker ClickZ: A 10-Step Guide to Evaluating Demand-Side Platforms by Mike Baker Bottom line:  With real-time bidding Continue reading

Behavioral Targeting: How to Increase ROI

It’s stunning that only 25% of interactive marketers use behavioral targeting.  Consumers are not one-size-fits-all and expect an experience relevant to their needs.  For instance, this evening I searched for a flight to Munich, Germany.  After reviewing the flights results page, I decided to click on “Vacation Packages” in the top navigation Continue reading