Great article and insight into creative ad development. It breaks the creative ad process into 3 categories - localization tools, personalization tools and optimization tools. Localization represents the most basic level of dynamic creative--ads that update in real-time to match the user s location, the local weather, the time of day and so on. Personalization takes this one step further--ads that update to match the consumer s personal attributes: age, gender, buying history, online and offline activity, and so forth. This is where first- and third-party data kicks in. Then there s optimization. Here we re talking about tools that can help brands and agencies automatically test creative and determine in real time which creative is most effective for a given customer. These tools aren t mutually exclusive. In fact, they are most effective when used in tandem

This article describes the true characterisitic of native advertising. It should be native to the platform like a facebook post or a tweet, it should be easily sharable and come from a trusted source which in case of a facebook post seems like it is coming from your friends.

CPE stands for cost-per-engagement. The term was trademarked in 2006 by an online solution provider looking to bring more accountability to brand units. These days, it s being used by a subset of publishers looking to differentiate themselves along one important dimension: engagement.

The data management platforms (DMP) is probably the least appealing and most misunderstood tool for online advertising. For starters, think of DMPs as a cross between ad servers and customer relationship management platforms.

Web publishers have long lamented the lack of ad spending online in relation to the amount of time spent online. Now Flurry is making the same case for mobile. In a new study, the mobile advertising and analytics firm says mobile is the most imbalanced medium when it comes to ad spending versus time spent, at 1% compared to 23%. That makes the split of ad spending and time spent on the desktop Web -- at 16% versus 22% -- look a lot better.