Why you should hurry with your buys and ignore the results of wash-trading
We move to further monetize our audience through programmatic advertising and predictive retargeting across device
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“In 2014, we have been transforming the company to focus on our core initiatives of building and monetizing our Local audience with proprietary traffic quality tools and growing our mobile search market share in North and South America. Our over 200 million unique visitors annually across our O&O properties, including our flagship site, provide us with a significant pool of premium, first-party data with contextual search intent, which is a key differentiator in attracting advertisers as we move to further monetize our audience through programmatic advertising and predictive retargeting across devices.”
U.S. Programmatic Ad Spend To Top $10 Billion In 2014 And Double By 2016 [eMarketer]
Vast majority of programmatic spend flows via real-time bidding on open exchanges, but programmatic direct is expected to grow significantly.
Ginny Marvin on October 16, 2014
Programmatic — automated digital ad buying — is on fire in the U.S, with adoption rising quickly this year. New data from eMarketer pegs the programmatic display market in the U.S. at $10 billion this year, and estimates it will top $20 billion by 2016.
“2014 has proven a pivotal year, and with the majority of infrastructure now laid and testing well in progress, we’ll see programmatic ad spending explode from 2015 into 2016,” said Lauren Fisher, analyst for eMarketer.
In 2014, eMarketer predicts programmatic buying will account for 45 percent of total digital display ad spending. The pogrammatic display market includes banners, rich media, sponsorship, video and other digital display formats, though eMarketer notes that the vast market in programmatic is currently focused on banners and will likely continue to be in the coming years.
Source: Read the complete article direct at MarkeingLand
Mobile Search Advances
Local Corps implementing its nQuery solution with a top five global carrier. nQuery is already deployed with a
major U.S. mobile carrier, 18 international and prepaid MVNOs and 10,000 U.S. hotels. Providing a custom, hosted search solution, nQuery now powers millions of search queries globally. The company expects to further grow nQuery via partnerships with entities that specialize in monetizing subscriber traffic for mobile operators and Wi-Fi networks.
The company expects nTegrity to increase onversion rates for advertisers and expects advertisers’ spend with Local Corporation to increase in turn
Network Traffic Quality Improvements: During the third quarter, the company developed a traffic quality solution, nTegrity, which it believes will better protect advertisers from fraudulent traffic types such as programmable headless browsers, BotNets and JavaScript manipulation. Launched in the fourth quarter, nTegrity will be used to detect, analyze and decide whether or not to show ads from the company’s ad partners on a real time, impression-by-impression basis, using an array of proprietary and third-party tools.
Fry’s Electronics, Inc. agreed to license the patent
Intellectual Property Update: In September, the lawsuit against Fry’s Electronics, Inc. regarding the infringement of Local’s U.S. Patent No. 7,062,453, which covers “methods and systems for dynamic networked commerce architecture” was settled to the mutual satisfaction of the parties, and Fry’s Electronics, Inc. agreed to license the patent. Local Corporation is continuing its efforts to enforce its intellectual property
rights .
This high-intent mobile audience extends our reach, which we believe will broaden our value proposition to our advertisers in an increasingly mobile-first world
“Furthermore, with regard to mobile, our hosted search solution nQuery™ already powers millions of consumer searches per month, and we continue to expand our partner base. In fact, we are implementing our nQuery solution with a top five global carrier, which is expected to grow our mobile search query volume significantly. This high-intent mobile audience extends our reach, which we believe will broaden our value proposition to our advertisers in an increasingly mobile-first world.”
Quellen: Alle Passagen aus dem gestern von dem Unternehmen vorgelegten Quartalsbericht
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