data magnifying glass alphaspirit shutterstock

Taking programmatic advertising from black box to glass house

You’re an advertiser. You pay your agency/vendor and get a result. Sometimes positive – great. Sometimes negative – not so much. Regardless, you receive no insight and have no idea where exactly the money goes. This is unacceptable.

shopping-mall

Online ads equal offline sales, says shopper analytics firm RapidBlue

Retailers typically measure online ads with online results: cost per click, cost per action, cost per sale. But Helsinki-based shopping analytics firm RapidBlue recently tested the effects of online ads on offline sales. And, surprisingly, it found a strong correlation: double-digit increases in both the number of shoppers and the amount of time they spent in store when stores ran Google AdWords campaigns.

Hearst to buy search marketing star iCrossing for $325M

Newspaper and magazine empire Hearst will take a giant step into Internet media by buying iCrossing, a search engine marketing firm, for $325 million. Hearst’s earlier offer of $250 million had been rejected.