Ratko Vidakovic

Ratko Vidakovic is the founder, author, and principal consultant at AdProfs, where he and his team advise a wide range of clients — marketers, publishers, tech companies, and investors — on the inner workings and best practices of advertising technology. He also publishes his insights on ad tech industry news in his weekly newsletter, This Week In Ad Tech.

Operations

Ad fraud detection: A guide for marketers

Columnist Ratko Vidakovic walks you through ways to detect the warning signs of ad fraud to help you eliminate it from your campaigns and boost the performance of your marketing efforts.

Performance

Why Every Marketer Should Leverage Retargeting

Retargeting has become an essential tactic in the modern marketing arsenal. It increases the effectiveness of all other marketing efforts, increasing brand awareness, recall, and driving customers down the funnel to ultimate conversion.

Experience

How Hyperlocal Mobile Advertising Changes Everything

One of 2014’s biggest stories is the rise of hyperlocal advertising. Hyperlocal, as it’s called in ad tech circles, allows marketers to use a smartphone’s GPS to geographically target audiences for the purpose of delivering relevant ads.

Performance

5 Ways To Evaluate The Quality Of Audience Data

The fundamental evolution in display advertising, ushered in by real-time bidding (RTB) technology, is the concept of buying audiences as opposed to just inventory. We used to buy “audiences” by guessing about the characteristics of the visitors to a particular site or type of site. Now, one can pick and choose individuals by their characteristics […]

Performance

Fireside Musings: The Growth Of Real-Time Bidding

Today I’m sitting down to meditate on some of the reasons why programmatic ad buying — real-time bidding (RTB), in particular — has been showing such strong and steady growth over the past few years, and why industry analysts are predicting continued growth over the next several years. Much of the growth behind RTB has […]

Performance

Programmatic Ad Buying: A Tactical Primer

A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics […]