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In a recent interview from AdTech in New York City, Search Engine Journal’s Murray Newlands talks with David Greenbaum from BoostCTR about the future of the advertising industry, specifically about bidding on audiences.
To find out more, watch the video below:
Here are some key takeaways from the video:
- 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.
- BoostCTR is taking steps to evolve from a text-based ad optimization company into a banner ad specialist for large online gaming companies as a next step for their company.
If you have any questions after watching the video, feel free to ask them in the comments section below! Please visit SEJ’s YouTube page for more video interviews from AdTech 2013.