Jamie Hill, Chairman & Chief Executive Officer of adMarketplace discusses the need for marketing leaders to understand data and analytics in order to be successful in the digital advertising market. He also offers valuable insight on the constantly changing digital market and advises advertisers and CMOs on how to embrace the changing landscape.

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After reviewing customer feedback, adMarketplace has released a new version of Advertiser 3D. The updated platform is smarter, cleaner, and faster.


People On The Move


adMarketplace named Vincent Meyer as vice president of business development. Meyer joins adMarketplace from Criteo, where he was the Director of Corporate Development & Partnerships.


Attribution Models Identify Awareness

"Impulse buying -- a marketer's dream -- doesn't happen often enough for many brands. As James Tipton explains, while a consumer's first exposure to a brand may occur through a display ad impression, he/she may take zero action, but it does create awareness."


Search Engine Marketing Prepares For A Makeover

"Search engine marketing needs a makeover, and some industry experts believe alternative engines will play a major role in connecting with consumers outside of Bing, Google, and Yahoo search engines on smaller Web properties. Companies may build the next big search engines by tying together networks like adMarketplace with platform providers, such as Kenshoo and Marin Software.

adMarketplace, for one, finally figured out that signing deals to integrate with platform providers such as Kenshoo allows brand advertisers to expand their reach outside the networks of Google, Bing and Yahoo, and to be found through up to 800 million additional searches daily."

"Increasingly, we will be seeing some real-time media and marketing platforms that incorporate a responsive logic to them. The first I’ve come across was just announced this morning by search advertising platform, which now enables advertisers and media buyers to target paid search ads to users based on the 'device type' they are querying from. 'It’s the first platform for advertiser bidding by mobile device type,' boasts President-COO Adam Epstein.

The device type targeting feature is the last element of adMarketplace’s platform, which enables advertisers to target users based on conventional search criteria, as well as traffic sources, and now the device the user is using, and Epstein says that is important real-time data showing not just the intent, but the opportunity to convert a user who is engaged in an active search query. Not surprisingly, it’s also an important new bidding element, and one that advertisers and buyers will need to factor into their bids."

"'IP targeting is great, but there's a problem with floating between two to three ZIP codes, and there's also a lot of shared IPs,' said Andries de Villiers, vice president of revenue at adMarketplace, which supports a network for search engine marketing. 'GPS coordinates from a phone give you much better information. Starbucks can serve you a coupon while sitting here in front of the coffee shop, and then you'll walk across the street to Kohl's and receive an offer from the retailer. It's that sensitive.'"

"Search engines such as Google, Bing and Yahoo! play a significant role in analyzing consumers’ interests. However, a good 35% of search results occur outside of a search engine results page. At adMarketplace, we focus on empowering marketers and advertisers to mine the entire Internet for actionable business opportunities."


Search Marketers Can Bid Per Mobile Device, OS

"Fragmentation continues to complicate search marketing campaigns as an onslaught of new mobile gadgets makes audience segmentation and bidding for specific operating systems (OS) and device types more important.

adMarketplace changed that Tuesday with the release of a feature that allows search marketers to segment paid-search bids. The company now allows search marketers to target bids on ads based on mobile device types and OSs. Fragmentation requires more thought and sophisticated technology for targeting. The data in the ad request identifies the device type and OS. Marketers bid for ad placement, and pay for clicks."


Search's Stepchild, Syndication, Should Evolve

"Companies like adMarketplace continue to work on increasing transparency and segmenting mobile traffic from traditional desktops to better identify who shares what topics with whom. An increase in transparency can clearly -- no pun intended -- provide better return on investment (ROI)."

Google’s Forced Exclusivity Screws Publishers

"The FTC is also looking into Google’s use of exclusionary practices to stifle competition and underpay its search partner network. This component of the FTC’s investigation focuses on Google’s AdWords for Search program, which is the primary way many Web publishers make money. Here, the FTC’s case is stronger than its case against Google for manipulating search results.

The FTC is investigating whether Google is using its market dominance improperly when it requires publisher partners to show Google ads exclusively. If a publisher wants to show any Google advertisements to its visitors, it can only show Google advertisements. And since Google dominates the search advertising market, Web publishers are essentially forced to agree to its terms or give up Google revenue altogether."


Crushing Bad Actors

"George Michie of the Rimm Kaufman Group predicts that Google will have to cede more control over bidding, or adMarketplace will 'eat their lunch.'"

"AdMarketplace continues to make new strides in harnessing its massive data store with the recent release of a new product, Advertiser 3D.

'It's the only ad platform that gives the user access to thoroughly big data in a very elegant and efficient way,' adMarketplace CTO, Mike Yudin said.

Features include the ability to see "enormously detailed data" related to the number of clicks an ad receives, the cost of clicks and cost per action. This enables advertisers to place informed bids on keywords to bolster traffic. The platform also boasts apps the company's algorithmic engine fuels that offer suggestions on how to improve performance and increase traffic."

"Being able to bid on keywords by traffic source allows buyers to optimize their SEM buys in a way that wasn’t possible before; both Google and Yahoo!/Bing, says Hill, don’t provide traffic source transparency. 'We break it out on a search partner by search partner basis,' he says. 'Buyers can now know what they’re getting. They know where their ads are being placed. We solve the problem of being a transparent platform.'”


Cranes Fast 50 2012 - #8

"How it grew: Not all online searches occur through a search engine. People also type search terms into browser navigation bars, toolbars and mobile apps, to name just a few examples.

Enter adMarketplace, a Manhattan-based leader in the budding industry known as search syndication. Founded in 2000, adMarketplace has built proprietary technology that automatically provides pay-per-click advertising to clients outside of major search engines and gives them analytics to parse the results. Unlike the big search portals, which price advertising on all syndicated outlets the same, 'we have a very malleable pricing engine,' said CEO Jamie Hill. The cost per click reflects how valuable traffic from a particular source is to the client."


Nomenclature: The Industry Case For and Against SEO

"According to Adam Epstein, President/COO at adMarketplace, the fundamental problem with SEO is – and has always been – very simple: effective SEO relies on the stability of search engine results, but since the search engine gets no value out of SEO, they have no incentive to keep results stable.

'Any investment in SEO can be wasted by an algorithmic change by the search engine and search engines understand that every organic click represents lost revenue,' Epstein said. 'Almost every change we've seen to search engine results pages has led to fewer organic results – and more prominence given to paid ads. As long as there are organic listings, there will be SEO. But it will continue to work with less inventory that is more volatile.'"

"'Google has a monopoly on the search business, but the question is how they leverage the search business to monopolize their other businesses,' said James Hill, CEO of adMarketplace, whose clients include some of the nation's largest digital and media buying shops such as Digitas and OMD. 'We have agencies that are dying for an alternative.'

Hill complained that Google employs a number of business practices that squeeze out competitors, such as paying publishers 80 percent of revenue share per click compared to the market standard of 60 percent, and making it difficult for advertisers to work with other networks. 'Google can artificially raise rates. A level playing field does not exist,' Hill said."

"adMarketplace CEO James Hill says, 'As media industry veterans, we have built a compelling search advertising network. Every day, our client teams hear from potential customers and publishers that Google makes it difficult for them to work with other advertising networks. A level playing field is critical to a competitive online advertising marketplace – and that does not exist today because of Google’s practices.'"

"AdMarketplace COO Adam Epstein feels it’s pretty cut and dried. 'Twitter wants to get paid for their content and Google doesn’t want to pay for it,' he told us. 'Twitter is definitely correct in saying this is not a consumer friendly move by Google and it’s not friendly for advertisers, either. Google is a monopoly, but if you want to beat a monopoly, you need to start spending with their competitors - that’s how you break a monopoly.'"

"What specific tips or tricks do you recommend for online sellers to be more efficient? Are there any particular tools you suggest, or areas that you believe online sellers should be paying more attention to?

adMarketplace CEO Jamie Hill: Do more of what works. If you are driving sales through search advertising, consider using a search syndication network so that you can find users during the 97% of the time they are online but not on a search engine results page. adMarketplace has had a lot of success helping the largest online merchants increase sales via search syndication."


Online Selling Trends Part 3 - Mobile Shopping

"How will mobile shopping impact online sellers - and how will it impact your company?

adMarketplace CEO Jamie Hill: Mobile shopping will remain early stages in 2012. The majority of transactions will be "app-related" but there will be a lot of mobile usage around in-store price comparison and reviews. Once mobile grows out of its walled-garden stage, it will become much more transactional."

"What are the biggest opportunities ahead?

adMarketplace CEO Jamie Hill: Scaling your business and increasing market share. If you have used the recession to increase your efficiency, this will be the year where your hard work pays off."

"Do you think ecommerce is more difficult for small sellers now compared to 5 years ago?

adMarketplace CEO Jamie Hill: Not for the sellers that offer a valuable and differentiated product. Yes for sellers who are following a copy and paste business model - those are always short term."

"There are an estimated 27 million small businesses in the United States. And 27 Million and Counting is our attempt to capture as many of these unique, only-in-America success stories as we can. The premise is simple -- we give entrepreneurs 60 seconds to share their stories, in their own words. We hope they will inspire, inform and maybe make you laugh. This is Adam's story."


Search Marketers Demand Better Syndication Analytics

"A lack of data in search syndication campaigns remains the biggest barrier to gaining exceptional return on investments, so marketers are calling for Google, Bing, Yahoo and others like adMarketplace to offer greater segmentation controls, reporting and transparency."