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23/07/2013 by

The Data Mining Business And Programmatic Advertising

The data mining is growing from $31 billion to a $106 billion business by 2016. But who will be the leading cookie monsters in programmatic advertising? Check this story and infographic.

About The Data Mining Business, Ad-Tracking And Cookie Monsters

The editors at Masters in Information Technology Degrees decided to research the topic of: The data mining business and how you’re free when you die, in some locations.

Are you ready to explore the ins and outs of the data mine shaft? Is it a pot of gold?

I will zoom-in at Programmatic Advertising, Rubicon and Appnexus.

The Data Mining Business: Staggering Infographic

Below infographic offers a lot of staggering data. You will probably understand that I will focus at ad-tracking platforms like Rubicon, Bluekai, Appnexus and other cookie monsters like Google and Facebook? See the infographic here:

Infographic: About The Data Mining Business, Ad-Tracking And Cookie Monsters

Being a global strategic “fly guy” at WPP, I met Rubicon, Appnexus, Bluekai, Google and Facebook frequently in the US.

So forgive me for highlighting some the parts of this infographic that I find extremely relevant for our C-level audience.

Compounding Results

If you believe the transformation towards big-data and the shift from mad men to math men, read along.

– Once a company buys consumer potential rankings they return success rates and purchase history to the consumer ranking company, increasing variables per consumer.
– Ad-tracking platforms
– Consumer ranking
– Advertisements for subprime loans, vocational schools, and payday loans
– Or, regular banks, regular colleges, and luxury goods.

Rubicon Sells More Ads Than Google

Rubicon Project is a leading technology company automating the buying and selling of advertising globally. REVV, is used by more than 500 of the world’s premium publishers to transact with more than 140,000 advertisers across a massive marketplace that powers more than 180 billion ad trades per month.

Rubicon works with comScore 500 publishers including Time Inc., Wall Street Journal, The Tribune Company, Virgin Media, News International, The Times of India, and Electronic Arts.

– 97% of U.S. internet users interact with personally chosen Rubicon ads every month.
– Cookies are digital packets of information recording what you do online.
– What you click, where you visit.
– Rubicon = 2470 cookies set on top 100 sites
– Bluekai = 2562 cookies set on top 100 sites
– Leader in field
– Collections surged 400% this year
– From 10 to 50 collections of data per page
– Sample prices:
– More targeted results:
– Facebook exchange: $37.50 per advertising “lot”
– More consumer data for more targeted reach
– Appnexus exchange: $1.35 per advertising “lot”
– When you fit the proper demographic you see the ad

My Opinion: Focus at Programmatic Advertising

Based on my extended experience in this space, I do believe that the majority of online ad buying will be programmatic in the near future.

I am convinced that leading players like Rubicon and Appnexus will bring our industry some remarkable news pretty soon.

So stay tuned for updates via our weekly newsletter or sign-up to customize your content in Zite alike ways.

I know that several global players are fighting for strategic partnerships or stakes in these 2 companies. Sorry, I won’t mention any names.

If not acquired in 2013 or 2014, one of the above companies might prepare for an IPO in 2015 or 2016.

The strange thing about the internet is that everybody knows Google and Facebook. Rubicon and Appnexus are not top of mind, but they certainly have their eyez in the prize.

That’s my advice to brands, broadcasters and publishers: Stay on top of the trends and keep looking in non-linear ways. Because there are some hidden empires you should be in the know about.

Or better phrased by former ice hockey rock star Wayne Gretsky: A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.

Developing a groundbreaking business model? It starts with a clear vision and clever strategy.

What About You?
What part from this infographic was smashing to you? What are your ideas on Rubicon and Appnexus?

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker

Source: Infographic by Masters in Information Technology Degrees.


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