Advertising, Big Data, and Google’s Moves To Own It All

Google LogoGoogle just made two major announcements. Long-term, these could change the face of online marketing and advertising for almost every company. But before we look at how they are related, two background points are key.

1. When it comes to online advertising revenue, no one is bigger than Google. Not even Facebook comes close.

2. Online advertising companies that use big data in advertising are today’s market darlings. RocketFuel’s successful IPO last week underlines the value the market is putting on these companies.

Google wants to be both. [Read more...]

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The Future of Media and The Role I Want to Play

The digital media landscape is changing rapidly. Once, most advertising was purchased directly from publishers. Today, increasingly, advertisers and agencies are purchasing media in real time auctions, impression by impression.

To put this into context, AT&T purchased 105 billion impressions in 2011, according to research from ComScore. Purchased through modern media platforms, that would require winning 105 billion auctions, and participating in far more.

Today, this change is often wrapped up in discussions of technology, buying media based on audiences (instead of sites), optimization algorithms and new skill sets. In reality, the change is far bigger. [Read more...]

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