Every day, Efficient Frontier's technology executes millions of bid changes on behalf of our clients. Dozens of servers contact dozens of other servers at Google, Yahoo, Microsoft and Baidu to adapt campaigns depending on changing market conditions and business goals. A constantly evolving set of APIs makes the communications efficient and seamless.
But for a moment, just imagine a world where this doesn't happen. Where there are no APIs, no automated setting of bids, and not even an interface to set those bids by hand. In fact, every bid needs to negotiated one-by-one, over the phone or in person. Sounds awful, doesn't it? Welcome to the world of online display advertising.
The banner is the grandfather of online advertising. It has spawned different sizes, formats, targeting over the years, but like many grandfathers, it still has an old-fashioned way of behaving: trading.
SEM has a dynamic ecosystem of biddable marketplaces that advertisers can value and buy media. Third party technology, such as Efficient Frontier, helps those advertisers evaluate market data to determine when and where to show their ads, and at what price. The time has come for this remarkable system of decision-making and trading to come to the display market.
For too long, display advertising has been hamstrung by an antiquated method of trading that delays decisions, creates inefficiencies and suppresses investment by advertisers. Ad exchanges, such as Doubleclick and Rightmedia, are creating marketplaces that will provide an efficient and dynamic environment for media owners and advertisers to do business.
All the trading benefits that we currently enjoy in SEM are being brought to display, for advertisers and publishers alike. At Efficient Frontier, we are rapidly immersing ourselves into this new world. As biddable market places become a bigger feature of the display world, we will be helping advertisers track, optimise and forecast - just as we do today in search. Performance marketing is about to get a lot more exciting.
Jonathan Beeston
Client Services Director, Europe
But for a moment, just imagine a world where this doesn't happen. Where there are no APIs, no automated setting of bids, and not even an interface to set those bids by hand. In fact, every bid needs to negotiated one-by-one, over the phone or in person. Sounds awful, doesn't it? Welcome to the world of online display advertising.
The banner is the grandfather of online advertising. It has spawned different sizes, formats, targeting over the years, but like many grandfathers, it still has an old-fashioned way of behaving: trading.
SEM has a dynamic ecosystem of biddable marketplaces that advertisers can value and buy media. Third party technology, such as Efficient Frontier, helps those advertisers evaluate market data to determine when and where to show their ads, and at what price. The time has come for this remarkable system of decision-making and trading to come to the display market.
For too long, display advertising has been hamstrung by an antiquated method of trading that delays decisions, creates inefficiencies and suppresses investment by advertisers. Ad exchanges, such as Doubleclick and Rightmedia, are creating marketplaces that will provide an efficient and dynamic environment for media owners and advertisers to do business.
All the trading benefits that we currently enjoy in SEM are being brought to display, for advertisers and publishers alike. At Efficient Frontier, we are rapidly immersing ourselves into this new world. As biddable market places become a bigger feature of the display world, we will be helping advertisers track, optimise and forecast - just as we do today in search. Performance marketing is about to get a lot more exciting.
Jonathan Beeston
Client Services Director, Europe
Great to see this post on display advertising and search engine marketing. The merging of tactics seems inevitable from here.
John
Posted by: John Ebbert | November 12, 2009 at 04:49 AM