Today, billions of display ad impressions are purchased on a daily basis through a public auction hosted by real time bidding (RTB) exchanges. A decision has to be made for advertisers to submit a bid for each selected RTB ad request in milliseconds. Restricted by the budget, the goal is to buy a set of ad impressions to reach as many targeted users as possible. A desired action (conversion), advertiser specific, includes purchasing a product, filling out a form, signing up for emails, etc.
At Turn, we see the possibilities of an advertising world where art and science work together to provide more valuable insights and more confident decisions. We use our expertise and market intelligence to explore innovations, trends and technologies that can help our clients make an impact – and raise the profile of our industry as a whole.
Introducing the Digital Elite
Use data to build profitable relationships.
Digital advertising has matured from an imprecise practice of "seeing what works" to a highly targeted system of matching the right consumer with the right ad. With these five tips for using data, you will learn how to build more profitable customer relationships.
Study from Forbes Insights and Turn. Understanding your customer leads to success.
New digital and mobile advertising technologies have made it possible to target consumers virtually anytime and anywhere.
Look-alike modeling is frequently used to gain insights about potentially valuable customers, who are then targeted for advertising outreach
Here are five key reasons why you should know and care about the 10-millisecond digital media buy, also known as real-time bidding.
In targeted display advertising, the goal is to identify the best opportunities to display a banner ad to an online user who is most likely to take a desired action such as purchasing a product or signing up for a newsletter. Finding the best ad impression, i.e., the opportunity to show an ad to a user, requires the ability to estimate the probability that the user who sees the ad on his or her browser will take an action, i.e., the user will convert.
In digital advertising, attribution is the problem of assign- ing credit to one or more advertisements for driving the user to the desirable actions such as making a purchase. Rather than giving all the credit to the last ad a user sees, multi- touch attribution allows more than one ads to get the credit based on their corresponding contributions. Multi-touch attribution is one of the most important problems in digital advertising, especially when multiple media channels, such as search, display, social, mobile and video are involved.