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retargeting

In your face, Facebook style

I get it. All grown up (more or less) and a publicly traded company to boot, Facebook thinks day and night about how to better delight its advertisers and convince Wall Street that it's quite serious about monetizing the folks who use its social network.

Just look at Facebook's News Feed redesign and it's clear the powers-that-be have some very smart ideas about how to satisfy those first two constituencies. And what of those hundreds of millions of people who use Facebook to catch up on cute cat photos and the latest apercus from slightly batty relatives? … Read more

AOL snaps up advertising company Buysight

AOL upped its advertising cache today by announcing that it bought Buysight, an ad company that focuses on retargeted and intent-based targeted advertising.

Buysight will be folded into AOL's Advertising.com Group. This group works on ad technology for desktop, mobile, tablets, and Internet connected televisions.

"We strongly believe that both brand and performance display, as well as mobile and video campaigns benefit from dynamic, targeted creatives and messaging," Advertising.com Group CEO Ned Brody said in a statement. "The acquisition of Buysight brings proven Dynamic Creative Optimization and machine learning capabilities which will further enhance … Read more

Has content become advertising for advertising?

Since the advent of the Web, online publishers have had to create unique content to attract premium ad rates. Over the past few years, however, a flood of subpar content has seemingly taken over the Web, driven by high-growth sites such as Demand Media and the AOL-owned Huffington Post.

These types of sites have enjoyed surging traffic by creating relatively simplistic content, repurposing and "aggregating" premium content, and gaming Google's search algorithm. But this strategy faces a growing backlash and as a result may have hit its natural ceiling, and that could create opportunities for new online-media … Read more