BITB -- New Technologies, New Marketing

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Bret Giles

@bretgiles

New IAB Units

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Demand Side Platforms

Advertising becomes a

performance channel too

Interest Platforms

• Software tracks anonymous users.

• Advertiser provides search keyword phrases or other lists.

• Platform links phrases to users based on behaviors like cut+paste.

• Very much in the formative stages.

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In-Text

• Reach people directly within content.• Higher engagement if properly served, but

that remains a big question.

“Sponsored Link” ads

• Marketer creates educational, entertaining and/or enlightening content.

• Marketer employs service to syndicate that content.

• Content appears on publisher sites under “additional reading” links.

Mobile In-Game Advertising

• Advertisers “sponsor” actions• Play to get deals / rewards

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