Online Ad Revenues On the Rise
November 26, 2009
The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers released their latest Internet advertising numbers for the third quarter. According to the organizations, Internet advertising revenues reached nearly $5.5 billion for the quarter. That is an increase of 1.7% from the second quarter.
The numbers are still significantly down from the same period last year, but any increase is a good sign of things to come. There has been a 5.4% decline from last year.
"The Internet has transformed the consumer experience of media, providing marketers with unprecedented opportunities to engage with their customers," said Randall Rothenberg, President and CEO of the IAB. "The advertising sector overall has been hard hit by the economy, but digital media has been a bright spot within the larger economic downturn as it is capturing an ever-increasing piece of marketers’ advertising spend."
"While all segments of the media industry have experienced declines, online advertising remains resilient and is once again showing signs of growth," said David Silverman, a partner at PricewaterhouseCoopers LLP.
The information from the IAB/PWC is considered the most accurate measurement of interactive ad revenue, the IAB says, because its compiled directly from info supplied by companies selling advertising on the web. The IAB releases a full report twice a year to reflect half-year periods. It will be interesting to see how the second half of the year plays out in its entirety.
Have You Read This?
> Online Advertising is Having a Big Year
> Online Ad Revenue Tops $10 Billion
> IAB Releases Ad Unit Guidelines Update
Google Gets a New Real-Time Infrastructure for Display Ads
November 24, 2009
Google just announced that it is acquiring Teracent, a provider of "intelligent dynamic display advertising." The company considers itself a pioneer in dynamic ad serving and optimization solutions. Google appears to agree.
Teracent provides machine-learning algorithms, which can create customized display ads based on thousands of different creative elements. The infrastructure Teracent brings to the table allows for real-time assembly of dynamic ads. It's designed to determine the optimal selection of each ad element and return it based on the objectives of the campaign.
"As you know, we've been busy releasing new features and products to help improve display advertising on the web for everyone," Google says. "We believe that Teracent's technology fits neatly into these efforts."
Google says the one on the right was created with Teracent's technology.
"Teracent's technology can pick and choose from literally thousands of creative elements of a display ad in real-time — tweaking images, products, messages or colors," the company adds. "These elements can be optimized depending on factors like geographic location, language, the content of the website, the time of day or the past performance of different ads."
"The infrastructure, opportunities and technical depth that Google will provide for Teracent customers means a future of product innovation for Teracent's dynamic ad optimization platform," Teracent says in their own announcement.
Google says the technology can help advertisers get better results from their display ad campaigns, while enabling publishers to make more money from their ad space.
Teracent's technology will be available to all Google advertisers running display ads, including DoubleClick clients. The deal is expected to close this quarter, subject to various, but unnamed closing conditions.
Integration details will be announced after the deal is officially closed. Financial terms were not disclosed.
Have You Read This?
> Does Size Matter in Display Advertising?
