30 Nov '13, 5pm

BoostCTR CEO Talks Audience Bidding As The Future of Ad Industry by @murraynewlands

BoostCTR is a company that “focuses exclusively on helping large advertisers to improve the performance of their ads,” Greenbaum told us. “So we help them improve both their text ads, as well as their banner ads.” When asked about the future of the advertising industry from his perspective, Greenbaum said that he is excited about the chance that advertisers will soon be able to bid against audiences. “Historically you’re using keywords as proxies for intent, and based on those intents you’re trying to infer audiences, so I think that one of the areas that the industry is moving into now is making it more explicitly possible to bid on audiences,” he explained. Greenbaum mentions that some of the industry’s largest bid management platforms such as Marin have been evolving and adding services and technology to their value chains in order to take advantage of emerging trends. ...

Full article: http://www.searchenginejournal.com/boostctr-ceo-talks-aud...

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