Thursday, December 15, 2011

Komli's ATOM - Online Marketer's Dream Come True?

The new year's party got Real Time for the online marketers with the launch of Komli's Real Time Bidding (RTB) engine ATOM

I met Satish Kadu, VP and Business Head, ATOM, Komli Media few months back when he came to take my feedback and an advertiser's perspective on what advertisers would want to do with an online advertising and automation engine. I shared a lot of pain points and also summarized that I want to do the most effective 1-to-1 online marketing with the lowest possible cost while I can continue to scale the campaign up. Satish said, he is very happy with the feedback and he chuckled as he knew he is already onto something as big and powerful as Real Time Bidding engine ATOM. Now, hopefully, I will be able to deliver my promise of 1 to 1 marketing at a mass scale with real time bidding, impression by impression for my Display advertising campaigns.

I have always wanted to optimize my online display campaigns and due to the poor visibility into the campaigns, always wondered how to cut wasteful impressions, my sincere hope is that ATOM should be helpful on implementing the same. We have learnt, optimized and perfected the science of search marketing. We have been able to build models and deliver real performance on search networks as keyword level optimization and keyword level bidding was much easier. However, on Display side, the existing solutions have suffered and even till now they require a lot of manual intervention.

Though, I am yet to see the technical and finer details on implementing the campaigns and seeing how much automation can be brought into the campaigns, however, I am impressed by what I hear. And as Satish likes to put it: "With RTB enabled auction based media buying, the science of search advertising is coming to display advertising, driving quantum leap in effectiveness for display campaigns.  Advertisers are able to selectively buy audiences and impressions that matter, and pay exactly what the impression is worth."

Look forward to meeting with my business colleagues and DEMOing the RTB ATOM.

Download the Press Release here.

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