Dick O'Hare | Street Fight

The Unique Position of Hyperlocal Publishers in a Real-Time Bidding World

Dick O'Hare

The Unique Position of Hyperlocal Publishers in a Real-Time Bidding World

RTB, by definition, is a digital advertising technology that lets marketers buy and publishers sell display ads dynamically, in real time, on an impression-by-impression basis. In this rapidly evolving world, publishers become relegated to a supply of cookies for marketers to target versus an audience targetable through the association of the publisher’s content and audience profiles. Here’s what’s needed for local publishers to unlock more ad inventory value in this environment…

How a ‘Geo-Contextual’ Ad Campaign Produces Results

Dick O'Hare

How a ‘Geo-Contextual’ Ad Campaign Produces Results

Hyperlocal has become one of the most intriguing new ideas for retailers and national brands looking to reach specific markets. Some people ask what the difference is between “local” and “hyperlocal” from a media perspective. I think the difference is clear. Traditionally, “local” media has meant DMA or metro level content such as major metro newspaper Web sites. But they could cover a pretty vast geography. Conversely, “hyperlocal” means granular, community-based or zip-code-level content…