3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

Bidtellect was proud to participate in Adweek’s NEXTECH: a three-day, live virtual event featuring brand executives and technology leaders sharing integrated strategies to succeed in 2021. Bidtellect led a workshop on the timely topic of context: Contextual Ad Targeting: Tips for the Modern Playbook

If you weren’t able to attend, Bidtellect CEO Lon Otremba invited guest Jeremy Cornfeldt, CEO, US of Brainlabs for a discussion on placement and context. How has placement evolved along with consumer expectations, and what does it mean for the future?

Watch the session below and read our 3 key takeaways.

Bonus: we have a onesheet for you! (Scroll down.)

 

Placement informs everything else.

The more specific your understanding of the placement, the more informed – and effective – your tools and outcomes.

Utilize a nuanced approach to context with tech

Think: pre-bid targeting and blocking, natural language processing technology, and sentiment analysis.

Context is the future - and the key to a cookie-less world

Think of context-driven approaches as complementary to data and audience ID usage – not exclusive from them.

Want more?

Download our onesheet: 3 Tips to Keep Your Campaigns Safe With Bidtellect & IAS Thanks to Context Control, Brand Safety

B2B Post-Pandemic: Shift to Digital & Omnichannel, Context-Driven Advertising Necessity

B2B sales during coronavirus are holding steady thanks to ecommerce. Adapting to work-from-home and digital events is key. The golden opportunity is digital advertising, according to data.

3 Key Takeways from Contextual Ad Targeting: Tips for the Modern Playbook with CEO Lon Otremba & Brainlabs Jeremy Cornfeldt at Adweek

How has placement evolved along with consumer expectations, and what does it mean for the future?

Our 6 Mandatory Tips for Engaging Holiday Creative Assets

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

5 Trends and Tips For Brands & Advertisers This Holiday Shopping Season

It’s time to plan for Holidays 2021! Everything you need to know to make this your most successful holiday shopping season yet.

Introducing: Display Powered by Bidtellect

The Power and Performance of Bidtellect’s Context-First Optimization Intelligence, Harnessed For Traditional Display. A NEW way to buy Display! Elevate traditional banner campaigns with Bidtellect’s Context-First & Cookieless Optimization solutions. Our technology...

A+ Back to School 2021 Advertising Trends and Tips for Your Campaigns

It’s Back to School time again! Everything you need to know to make this your most successful season yet.

Travel Post-COVID: What Advertisers Need to Know

Pack your bags! It’s looking bright for travel advertisers. How to maximize your strategy.

3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

Google’s recent press release on the deprecation of third party cookies offered little in the way of new information. Bidtellect VP of Product Arthur Hainline breaks down Google’s announcement and how the ad tech industry should move forward.

Introducing: Display Powered by Bidtellect

Introducing: Display Powered by Bidtellect

The Power and Performance of Bidtellect’s Context-First Optimization Intelligence, Harnessed For Traditional Display.

A NEW way to buy Display! Elevate traditional banner campaigns with Bidtellect’s Context-First & Cookieless Optimization solutions. Our technology prioritizes contextual relevance and sentiment, giving brands the opportunity to engage people at peak moments of intent. 

Bidtellect’s Context-First Optimization fuels our performance algorithm AARDVark, creating greater efficiencies and driving strong performance. AARDVark’s context optimization has consistently proven to drive superior results vs. competitors.  

Why Run Display with Bidtellect? 

As a trusted Native partner, we continue to prove our success for brands throughout the marketing funnel through our Cookieless Bidding and Optimization Signals. We are excited to open the doors to Traditional Display and roll out our proven strategies for brands to continue leveraging our smart optimization solutions across their programmatic buys.

Cookieless Bidding Signals

Strategy

Devices, Geo’s, Time of Day/Day of Week

Context

Site & Page URL, Pub Category, Page Context, Keywords

Placement

Ad Slot on Site, Location, Ad Size, Ad Type, Creative Version, Viewable

Dynamic

Bid Auction, Value, Price, Estimation

Bidtellect Display Benchmarks

0.25%

CTR

Comparable to Native

CPA & Cost Per Site Visit

:60s+

 Time on Site

Reach out to your Bidtellect Sales Rep today to get started today!

Hurry promotion ends September 30, 2021

What is Bidtellect’s New Trader Scorecard? We Answer Your Questions

What is Bidtellect’s New Trader Scorecard? We Answer Your Questions

Bidtellect announced the release of its first-ever online training and certification program. Here’s what to expect and why it might be right for you.

What is Bidtellect’s TraderScorecard?

TraderScorecard is a training and certification course designed to help you master Bidtellect’s unique platform capabilities, industry standard terminology, and strategic trading tactics.

What will I learn?

  • Proficiency in standard industry terminology and metrics
  • Mastery of Bidtellect’s Native DSP & unique capabilities
  • Ability to improve and optimize your campaign performance with tips & tricks
  • Level certifications to add to your Linkedin and social media profiles
  • Chance to earn monthly “Trader of the Month” title and prizes

How many levels are there?

At this time, there are three levels: Back to Basics, Bidtellect Products & Solutions, and DSP/Dashboard Overview, Performance, and Reporting.

Is there a cost?

There is no fee to take the course! You need only to sign up with your name and email address.

Do I earn a certification after I complete the courses?

Yes, you do! You earn a certificate through Credly, which can then be added to your LinkedIn profile. Each month we’ll also award top traders of the month, and offer prizes based on best performance.

Why do you need my email address?

Your email address is used to receive your certification through Credly. If you want to be included in the monthly newsletter, you’ll be the first to learn about platform enhancements, learn new tips, and measure yourself against your peers.

What if I don’t use the Bidtellect platform on a day-to-day basis and operate on a Managed Service agreement?

We still recommend the course! The course covers basic industry information and terminology that will sharpen your understanding of platform strategy to better work with your Bidtellect point person and help you navigate the industry as a whole.

How are the courses formatted?

Each course contains multiple lessons with a mixture of text-based information, lists, explanations, and videos of the platform. Each lesson within the course ends with a quiz.

How do I get started?

Here’s a step-by-step guide to getting started:

Step 1: Login

Step 2: Select Course

 

Step 3: Select Lesson

 

Step 4: Review Lesson and Materials

 

Step 5: Once ready, take the Quiz to test your knowledge

Holiday 2020 Stats

Black Friday and Cyber Monday 2019 U.S. consumers spent $4.21 billion online on Thanksgiving Day 2019 (Adobe Analytics via Digital Commerce 360) In 2019, Black Friday turned out to be the second-largest online sales day, reaching $7.4 billion (Adobe Analytics via...

This Week: April 3rd-April 10th

This week in digital advertising: CDC mask update, working from home, WFH advice for parents.

The Gen Z Ad Stats You Need Now

Don’t write off Gen Z just yet. This savvy generation is more discerning than any before them. Get ready to copy + paste our compiled stats.

This Week in Digital Advertising: September 11th, 2020

This week in Digital Advertising: September 11, 2020: pharma marketing’s answer to covid-19 and the rise of telehealth, Google, eMarketer’s CPG predicting, blocking coronavirus content, and more.

Bidtellect Releases Generation 5.0 of Native DSP: These Are the Exact Updates

Bidtellect announced Generation 5.0 of its nDSP (Native Demand Side Platform). Here’s the breakdown of advancements covering optimization & insights, usability, and privacy.

The Ultimate Guide to Black Friday 2019

The ultimate Black Friday 2019 native advertising guide. Stats, best practices, insider tips, and more.

SPOTLIGHT: WOMEN AT BIDTELLECT Carolina Escobar

In this Spotlight Series, we ask women at Bidtellect how they navigate career, success, and thriving as a woman in ad tech.

Tips to Work from Home Effectively

COVID-19 has left many quarantined from home. Here are tips to work from home effectively.

3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

3 Possibilities for Cookie Depreciation and the Future of Post-Cookie Identifiers

While Google’s recent press release on the deprecation of third-party cookies offered little in the way of new information, it forced the ad tech world to face the future with a bit more clarity and perspective. Google dashed any last hopes of a silver bullet with regard to unique identifiers (I now realize there was a small part of me still hoping for a browser based Ad ID), and made it clear that they would not involve themselves in any alternative, consent-based identifier framework (though it also seems that they will not obstruct such efforts). The programmatic advertising world is facing their options having heard Google’s qualifications, but for real this time.

Three core tactics present themselves as Chrome depreciates the third-party cookie.

 

1. Consent-based, Cookie-less Identifiers and Strategies

One clear path will be to use consent-based, cookie-less identifiers. Many large players in the industry are working towards these identifiers including but not limited to LiveRamp, The Trade Desk, and Lotame. These solutions seek to preserve the framework by which the Lumascape primarily transacts programmatic advertising –identity–while sourcing identity in a privacy compliant manner. While Google clarified that they will not be investing in this type of solution, these new identity products should still work, with some caveats. The size and scale of the addressable web within the scope of these new identity products remains unknown, and the big question is, what portion of the web are advertisers willing to sacrifice in order to maintain the status quo? Quite a lot, I suspect, especially upon consideration of the investments made into DMP’s, first party data, and other countless data strategies over the years.

The typical tactics of audience targeting, re-marketing, and others will continue to work in some capacity, and agencies and brands will continue to be able to communicate those identities to DSPs and down the line for execution. The scale and addressability will all just be some amount worse, as it is now compared to a year ago, and as it was a year ago compared to the year before that.

 

google chrome no cookies

 

 

2. Google’s Proposal: FLoC Buy In

Another alternative is Google’s proposed set of solutions. The Federated Learning of Cohorts (FLoC) adheres to the rigors of privacy restrictions (self-imposed or otherwise) without requiring user consent. It sounds great, but there are a few trade-offs, most of which remain murky. Google claims “that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising,” but the methodology with which they came to that conclusion is not transparent. Google additionally proposed that audience creation and measurement can be accomplished using FLoC; these proposals, however, remain incomplete and subject to change. The lack of clear information and plans from Google makes FLoC difficult to plan for and invest in. No one is clear about how well it’s going to work, and how much work it will take to get it to work.

We can at least say that FLoC will be one solution among three that will make a large portion of the web semi-addressable, with “semi” being a flexible and unknown qualifier for some time. Another large portion of the web (everything but Chrome) will remain non-addressable.

 

3. Just Let All These Post-Cookie Identifiers Go

While staring down the prospects of unique identity and FLoC in the future, one must ask, is it really worth it? Have we strayed too far from the light? Are all these sacrifices and efforts worth hanging on to whatever scraps are left of addressable programmatic media?

Each will have to answer that question for themselves; however, we can say that with a combination of intelligent contextual targeting with aggressive optimization based on non-identity signals, audience targeted programmatic does not have a monopoly on digital performance marketing. In fact, in the grand scheme of targetable audiences that exist in the ecosystem now, very few can justify their price against their performance. Dynamic and algorithmic optimization that goes beyond bid modifiers using non-identity signals reign supreme in performance, and letting go of identity seems like the sustainable bet.

Furthermore, while the addressable web shrinks, the rest of it goes on sale. As buyers concentrate their bidding power on those auctions where the user is known and consented, those auctions where the user is not known will have fewer bidders and ultimately lower media cost.

In the end, the smartest strategy will be one that can make the best use of all the available tools. A programmatic media plan that can work with the addressable web in the new era and understand its limitations while also testing and applying non-identity based programs will be the winner. The best planners and executors will also have a keen understanding of how their different identity and non-identity tactics will interact with their measurement and attribution solutions.

 

arthur hainline bidtellect

Arthur Hainline is the VP of Product at Bidtellect

What is Bid Shading? Behind the Platform

What is Bid Shading? Behind the Platform

Bid shading is a campaign capability that can save advertisers money. Here’s what it means and how it works.

What is Bid Shading?

First, some background: Second price auctions incentivized bidding at the price of the value. First price auctions incentivize bidding at the lowest price that will win the auction, or the price of the value – whichever is lower. First price auctions now make up the majority of programmatic auctions. 

Bid shading reduces the bid price to save money on first price auctions (first price sealed-bid auctions/blind auctions). And because of the scale of programmatic first price auctions, Bidtellect is in a position to have a good sense of what the lowest winning price of a slice of inventory is. 

How Does It Work

Bidtellect already helps our advertisers understand what the value of any slice of inventory is worth to their optimization goals, but now we can help our advertisers make that second part of the decision: What is the lowest price we can bid and still win?

Below is what a typical Win Rate vs. Bid Price curve looks like. There’s some range of bid prices where Bidtellect won’t do anything because the bid price really impacts the win rate. But take this example: If you value a slice of inventory much higher than $6, you’re really just throwing away inventory because your win rate doesn’t increase substantially. Let’s say you value the slice of inventory at $10 based on your optimization goals. With bid shading turned on, we will take a $10 bid and we’ll reduce it down to $6 and save you that $4 without impacting the outcome of the auction.

Win Rate vs. Bid Price curve BID SHADING

What Are the Benefits?

Bidtellect has the best optimization to determine price to value for each auction according to our 14 optimization goals and multiple goals

Layering our new bid shading technology will increase performance, save money, and maximize advertiser’s value.

Bid Shading Fees

Bidtellect will charge 20% of SAVINGS found by bid shading

If our bid shading did not find savings, you will not be charged

Example: If the bid price before bid shading was $5, and Bidtellect’s bid shading reduced the price to $4, the advertiser will be charged $0.20 as the bid shading fee

Bidtellect Releases Generation 5.0 of Native DSP: These Are the Exact Updates

Bidtellect Releases Generation 5.0 of Native DSP: These Are the Exact Updates

This week, Bidtellect announced Generation 5.0 of its nDSP (Native Demand Side Platform). The latest generation is a culmination of at least two years of advancements that further differentiate Bidtellect from other Native and omni-channel DSPs in the industry, creating one of the most performance-driven, client-first, and brand- and privacy-safe platforms in the space.

The move to Generation 5.0 has been overseen by Chief Technology Officer, Michael Conway: “I take pride in the fact that we have defined a new level of performance within our platform that has outperformed our competitors in almost every KPI and metric when compared through head-to-head tests by our clients.”

Generation 5.0 is comprised of advancements in three main categories: Insights & Optimization, Usability, and Privacy. 

Here’s the breakdown:

Insights & Optimization: Improve Decision-Making from Placement-Level to High-Level Strategy

Bidtellect’s optimization capabilities through its IntellibidTM suite of technologies are a key component to earning maximum ROI for advertisers and informing strategic campaign decisions.To further support optimization goals and offer deeper insights for its clients, Bidtellect has released several new transparency and advanced analytics features. 

  • Pacing Visibility: Better pacing insight in the DSP 
  • CPCV10 CPCV10-New-Flat CPCV (10 seconds): A brand new bid type in the DSP, Cost per Completed 10 second View. Only pay when 10 seconds of video has completed 
  • Geo Reporting: Geo Reporting with visualization in the DSP 
  • Report Builder: Build custom reports and schedule email delivery from within the DSP 
  • PageURL Reporting
  • Native DCO (Dynamic Creative Optimization): improvements
  • Multiple Conversion Events for Optimization 
  • eCPC Optimization Goal Type: A brand new optimization goal whose objective is to achieve the least expensive cost per click for a campaign 

 

Usability: Client-First Ease of Use

In addition to optimization performance driven from placement level granularity and decision-making power, Bidtellect also prioritized usability for its clients. Generation 5.0 now provides more information and cuts down on the amount of time required to make changes to campaigns.

  • Bulk Edit / Advanced Bulk Editing: Bulk Edit Ad Types, Inventory Quality, Optimization Goals, Categories, and Audiences 
  • Audit Trail Enhancements: Better, searchable, more functional, and more complete audit trail 
  • Creative Flighting: Set start dates and end dates for individual creatives within a campaign 
  • Audience Page Redesign: A total redesign of the audience creation and management section of the DSP 
  • Cross Device and Frequency Capping
  • Creative Flighting
  • Creative Validation Refactor
  • New Visualization Library for DSP

 

Privacy and Compliance: Leading the Movement to a Cookie-Less Future

Bidtellect has continued to ensure that it complies fully with the industry’s ever-changing privacy and data regulations, giving consumers greater control and transparency into their data. To provide this assurance, Generation 5.0 adheres to the latest regulations and IAB frameworks required to maintain a competitive edge.

  • TCF 2.0 (Transparency Consent Framework) Compliance
  • GDPR Compliance
  • CCPA Compliance
  • TAG Certified
  • Cookieless: Trade Desk ID Integrations
  • Cookieless: LiveRamp Identity Link  (Bidtellect was the first DSP to integrate with both)
  •  

 

Reach out for a head-to-head performance test.

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!