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Sometimes when I’m watching television I get irritated by how stupid the ads are. Then I realize that the ads are targeted to the show, and it’s my fault for watching something idiotic. Ad targeting is getting better and better as advertisers gather more and more data on us, and this presents a great opportunity for us to learn about ourselves by observing which ads are targeted to us. The obvious next step in advertising is social, and RadiumOne is a San Francisco, CA based company that “is the first online ad network to leverage social data on the Web.” I know it’s a little creepy, but it’s the future. Brands want to be able to “identify users who are most likely to interact with their ads,” and that’s exactly the service that RadiumOne provides. I just hope the ads they serve me don’t tell me that I don’t have any friends.
Despite the fact that RadiumOne claims to be the first at what they’re doing, I’m sure you’ve heard the term social advertising before. It’s not really a new idea, but it’s an idea that is now ready for the mainstream. So what makes RadiumOne stand out? Results.(What else matters?) This TechCrunch article discusses how RadiumOne has significantly increased advertising ROI for clients. RadiumOne is able to do this because they have great data source. You may assume that they’re partnered with Facebook, but they actually gather data from partners like “niche social networks, blogs, URL shorteners, and media-sharing sites.” RadiumOne has built an entire social ad network parallel to traditional online ad network–they work with different publishers, they use different data, and they deliver different ads. It seems to be working for everyone. If you’re excited about the future of social advertising, check out RadiumOne’s Jobs page. They have a number of positions suitable for new grads including Technical Operations Analyst, Display Optimization Analyst, and Media – Account Manager. There are also a few positions that don’t have job descriptions, so you may want to look at those too.
Links to Help You Begin Your Research
What do you think of what RadiumOne is doing?
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