As we shared on the optim.al blog, social media advertising done well is all about finding correlations and relationships between audience data. Marketers can use the knowledge available in one social domain to inform targeting decisions in another, letting the full richness of data in the social web bleed through an entire portfolio of digital [...]

Good news for our partners and clients, we just completed our real-time bidding integration with Yahoo!/Right Media. We have been a long-time API partner of theirs, but for them the RTB stuff is newer and we are now running on their real-time platform as well.

Neal Mohan, Google VP of Product in a recent interview: I am incredibly bullish on the future of the display business. Online advertising is now the second largest advertising medium, behind television, and  the growth in display is outpacing that of the overall ad market. New technologies are enabling incredibly exciting campaigns, as well as [...]

In my first post on audience valuation, we asked a question about how difficult it was to find and define a certain audience. Online and offline targeting companies have long worked to create interesting buckets of users that will provide a lift to marketers when targeted with a related product or service. One of the [...]

We shared some interesting pricing data related to workplaces, on the.optim.al blog here. What it showed basically was recent data on the median of suggested CPC bid ranges for people who have certain workplaces on their Facebook profiles. The notion being, that advertisers will seek to target based on the targeting that is available and [...]

XA.net launched optim.al – a multivariate Facebook ad creation and optimization system that is integrated with Facebook’s Ads API (we are part of their closed Beta program). It is incredibly powerful and we are seeing great results already. The integrated conversion tracking allows response-oriented advertisers to drive performance to sites outside of Facebook very quickly [...]

What are some of the best practices relating to display/banner ad creation? We have learned quite a few good lessons running over 60 billion ad impressions in the last three years, many of them for direct response advertisers. There is no “silver bullet” so testing is essential, but here are some ideas on best practices: [...]

We’re helping many clients now by building custom models of what their audiences look like. It’s quite simple – we’ll model the converting user by matching to the data segments we have created and then be able to go and purchase other users that look the same. The idea is to compare the distribution of [...]