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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Demand-side platforms

  • Ad exchanges explained - at last!

    28 January 2013

    I wanted to share this little gem from the M&M Global blog archive – (it was first posted back in June 2011!) But what I find so interesting about this is that despite the industry coming on leaps and bounds since then – and with so many more players now in the market – the fundamentals are still the same and they have a much bigger part to play in the digital marketing mix. But do we really know what an ad exchange is and how it all works? Do we really understand RTB? If you’re still unsure about how ...

    Comments (19) | Permalink

    Posted by: Juliet P. d'Arguesse

    Tags: Ad exchanges, Demand-side platforms, Ad Spend

  • Online brand-building means no more click-through

    23 November 2012

    For most of its still-young life, online advertising has worshipped at the altar of the ‘almighty click-through’. If the click-through rate (CTR) was high, says the logic, the ad must have worked. After all, people wouldn’t have clicked on it otherwise.

    That might be true for ads designed to sell products and services and thus present an immediate return-on-investment (ROI), but it’s not quite as solid a measurement for brand-building. In fact, the lack of brand focus in the past has had a trickle-down impact on everyone involved in digital advertising, from the agency to networks to publishers.

    When the ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Measurement, Demand-side platforms, Measurement, ROI & effectiveness, Online advertising

  • A Marketer’s Guide to Real-Time Advertising

    22 May 2012

    You never know what is going to make a good blog post. By in large M&M Global readers can be fickle in the content they deem worthy to read on the site and share online – usually infographics are a sure bet as well as lists but one topic reigns supreme – online advertising and how you do it in the right way.

    Despite the fact that this post on ad exchanges is from last summer it is still regularly one of our most read blog posts due to the simplicity of how the topic is explained. So, up next ...

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: real time bidding, Demand-side platforms