Brand marketers are putting programmatic to good use, but they may not be putting it to use well. Just under half (40%) of programmatic spending goes toward branding campaigns, per a new Econsultancy report produced in partnership with Quantcast, but there are some barriers preventing even more investment. The finer details of the “barriers” are below, but here’s the connective tissue: Marketers are still unsure how they should carry out programmatic campaigns.
News broke earlier this week that hackers have been buying ads on real-time bidding (RTB) platforms and embedding them with RIG 3.0, which checks whether or not a person’s computer is vulnerable and if it is, it loads a trojan virus. VentureBeat first reported the findings, which were uncovered by Trustwave Holdings. It marks the second time in the past four months that booby-trapped ads have been delivered via RTB exchanges.
The typical Internet user is served 1,707 display ads each month. Counting all Internet users, those display ads are worth $9.8 billion. With only 14% of those ads actually being seen, $8.4 billion of that total doesn't even have a chance. But there are some steps marketers can take increase the likelihood their ads are seen.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".