- Image via CrunchBase
This blog continues to be an experiment in learning about Marketing and Technology. Since its inception I have tried out new features, ideas, and mediums to interact with and build a community.
Today I am happy to announce my latest experiment showing off a re-marketing technology by MediaMath. I got the chance to meet CEO Joe Zawadzki last year and came away impressed with the next generation agency platform business he has built. Recently I got the opportunity to show off exactly how their technology works by running a 120×600 banner here on Marketing.fm. You can learn about the MediaMath Technology on the site.
The goal of this experiment is to show off exactly how MediaMath remarketing works to current and future clients, and hopefully get some engaged interactive media folks involved in the conversation here.
In the interest of full disclosure it should be made clear that I will not be making any money from this project, or will I be paying anything for it. It really is just a great way for Joe and his team to show off what they have built on a live site, and put my own blog in front of a new audience.
To see the technology in action you may need a demo from their team.
The gist of it is that once you come to an advertisers website and navigate away, you may come across ads for the original pages product or services on MediaMath’s affiliated publishers sites. This gives the advertiser the power to remarket to a user that has some interest in their brand, shown by visiting their site.
Overall I think this is a good thing for people looking to get relevant messages in front of them, and good for advertisers looking to get the best ROI.
In a complex world of ad networks, increasing accountability, and the need to optimize campaigns MediaMath is trying to make sense of it all.
For more information be sure to get in touch with them or reach out to me.
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July 2nd, 2009 at 9:15 am
Hi Eric – we look forward to hearing about your experiences. You should also try our self-serve remarketing/retargeting platform, now open in Beta to everyone. We plug into the leading ad exchanges (Right Media and Doubleclick AdX) and off-exchange networks we have relationships with as well.
We also plug into Google Content Network, but that is not relevant for retargeting of course.
Find out more here: http://cpmadvisors.com/?q=retargeting
July 2nd, 2009 at 9:17 am
Thanks I will check it out
July 4th, 2009 at 3:03 pm
Hey by the way- do you remember me? We met 10 years ago.
Take a look at this:
Semantic Web Analytics has become a buzzword everyone uses without the true knowledge of what having this technology built actually means for the future of the internet, marketing, branding, entertainment, dozens of industries. Everyone is exploring topics relating to the need for the next generation of web analytics that will help organizations harness rich data sets and develop more targeted and personalized interactions as they build their social capital (i.e. the value of their relationships). These tools must also qualify and present only the most relevant information for organizations in actionable format so that ROI calculations can demonstrate value. Hundreds of millions of dollars have gone into these startups, not to mention Microsoft's acquisition of PowerSet, which is technology that does not deliver what they believed it would.
All these companies talking about doing brand monitoring; I would be interested to know what the technology behind the solution is. For example, for brand monitoring, conversation monitoring and analysis to be remotely accurate the technology used must be able to do several things: (1) understanding word meaning (think of a Semantic Map as a giant dictionary), (2) ability to disambiguate word meanings within the context of how they are used; and (3) have an understanding of synonymy. There is no other semantic technology available, which can do all three of these simultaneously, not one, except my client, they spent 23 years building this technology and were approached by Microsoft after they realized PowerSet was not there yet.
I have been on the board for almost 6 years and for 5 years, everyone told us we were nuts-will never happen. This year due to my clients lack of PR or Marketing they were under the radar and when the money was pouring into these startups they were unknown (with a disinterested CED as well). This company will shelf this technology if it is not funded or there is not a Merger or Acquisition this year. I have spent 6 years evangelizing this technology because it will forever change what most do not believe is possible; I'm telling you I am a visionary and always have been.
As shown in the diagram attached as shown in the diagram below, just about everywhere one can look in an enterprise, someone somewhere is applying semantic technologies to
some problem. Drivers of enterprise business value are all strong— new capability, life cycle ROI, performance, and strategic edge. Semantic Wave 2008 examines enterprise markets for semantic technologies including twelve categories of commercial-off-the-shelf software (COTS) packages that are estimated to represent combined software product and service revenue
Of more than $160 billion in 2010. The report projects the transition of these market segments from conventional to semantic COTS technologies. Amongst the first tier of large ICT technology
Providers, areas that are being targeted first are related to the internal stack or plumbing for suites of applications because these changes make few demands on customer while establishing a semantic application framework that developer cause as a foundation. Service oriented architecture becomes semantic SOA. Changes that affect application concept of operations, and user interface come next. In addition, enterprise software has a long tail. There arena estimated 56 million firms worldwide, including1.5 million with more than 100 employees, and around 80,000 businesses with more than 1,000employees. The transition to semantic software technologies will facilitate mass customization of commercial-off-the-shelf solutions enabling software
Vendors to address more levels of the market with sustainable solutions. Market Trend 4—Enterprise Horizontal Middleware, services, processes; search, and collaboration go semantic.
Below: What Semantic Technologies Are Being Employed in Enterprise?
July 5th, 2009 at 8:46 pm
apprve
July 6th, 2009 at 9:12 am
Are you by chance testing anything beyond remarketing?
July 6th, 2009 at 9:50 am
currently this is a test primarily for MediaMath and its potential customers
- the data exhaust will be the main value to me of this experiment. What
did you have in mind?
July 6th, 2009 at 10:03 am
Just curious what you were looking at.
Retargeting has been around since the Boomerang/Flycast days (late 90s if I remember correctly). Some ad servers, like Right Media's YieldManager, now bundle in retargeting with the basic ad server CPM.
I think the most interesting thing about MediaMath is their platform/optimization algorithms. What that looks like (and how the algorithms work) is unclear to me. There's a lot of hype in the exchange space overall. But I've heard great things from both customers and from those inside MediaMath.
Looking forward to hearing more about the experiment.
July 6th, 2009 at 10:39 am
to be clear, out platform is about a lot more than retargeting, but I believe it's the first self-service platform out there that plugs into both of the two major exchanges, Right Media and AdX, and retargeting is an easy way for people to try things out if they have some decent traffic volume. retargeting and cross-platform frequency management are, of course, two things that we focus on and folks like mediamath plugged into the major exchanges would as well.
July 6th, 2009 at 2:41 pm
display optimization vs. SEM optimization interests me a lot. I have played
around with various other yield optimizers as well, from a usage and
research standpoint just not in this public fashion. I look forward to
getting to know the technologies behind these companies better when using
the services and that is what I hope to accomplish here. I will also be
rounding up some questions for MediaMath in the coming weeks, and would be
happy to include yours if you have any – all to be publicly posted of
course.
July 6th, 2009 at 2:41 pm
Do you have a link to what you are working on today?
July 6th, 2009 at 2:43 pm
exactly
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July 19th, 2009 at 5:28 pm
Hey Eric,
I'm curious how your retartgeting experiment is coming along. It would be interesting to do some social retargeting experiment to drive new reader to your site. Social retargeting uses social graph data to target ads to friends of site visitors instead of site visitors themselves. 33Across and Media6Degrees are the big players in the space.
July 19th, 2009 at 10:28 pm
Hey Eric,
I'm curious how your retartgeting experiment is coming along. It would be interesting to do some social retargeting experiment to drive new reader to your site. Social retargeting uses social graph data to target ads to friends of site visitors instead of site visitors themselves. 33Across and Media6Degrees are the big players in the space.