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The systems include the use of "real-time bidding" technology, which allows advertisers to bid on ad space for specific groups of users at specific times.
John Simpson, media director at Blue State Digital, which worked with the Obama campaign in 2008, said bidding technology means strategists can "get a campaign up and running very fast and also potentially pull it down very fast".
But in late 1999 and early 2000, that is exactly what investors did, bidding technology stocks to extraordinarily expensive levels even as the Federal Reserve raised short-term interest rates six times to slow the economy and the stock market.
Last year, Amobee acquired GradientX to add real-time bidding technology to its platform.
Buyers can also use real-time bidding technology to bid at the instant the ad request comes into the Ad Market.
ignitAd is today introducing an ad optimization solution for publishers that includes 'Bid Optimization Management' technology developed in-house, which enables publishers to generate more revenue through predictive analysis and advanced bidding technology.
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Per-Se Technologies, a health care consulting firm based in Atlanta, recently announced plans to market shift-bidding technology to hospitals and physician groups.
"T.S.A. competitively bids technologies and makes selections through a comprehensive research, testing and deployment process," said Kristin Lee, a spokeswoman.
Proponents of ad-bidding technology say it allows advertisers to show more specific ads to target audiences.
That bid up technology stocks and bid up the dollar, which in turn depressed earnings of a lot of nontechnology companies.
Silver Lake, for instance, is much sought-after by clubs bidding for technology companies; Providence Equity Partners plays a similar role in media deals.Firms in private-equity portfolios are free of the most onerous regulations to which public companies are subjected, such as aspects of America's Sarbanes-Oxley act, which was rushed into law after the collapse of Enron.
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