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Leading Operations Online
November 11, 2009
ad exchanges
Kate Herbert
As we all know, display advertising can be operationally difficult across numerous elements. For advertisers, complexities arise in buying inventory, reaching the right users, and understanding the effectiveness of campaigns. With the proliferation of ad networks (over 600 globally), it’s not getting any easier. And the media industry continues to become increasingly fragmented. Just five or six years ago, you could buy on three publishers and reach most of the web; today, those 3 sites are only 23% of page view traffic. On the other side of the equation, some publishers are left with up to 80% of their ad space unsold. It’s like airlines flying with their planes mostly empty. And for the ad space that they do sell, publishers have to deal with the complexity of managing thousands of advertisers and campaigns.
Display advertising needs a...
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November 1, 2009
contextual targeting semantic targeting
Gene De Libero
We’re all familiar with content tagging; it’s a way to categorize content based on the topics it relates to. For example, this post uses tags such as semantic web, content, content tagging, metadata, ontology, semantic tagging. Using tags in this basic way helps optimize your site for search engines and gives users an idea of what the content is about. Let’s say you were reading this post and you wanted more information about ’semantic tagging.’ Clicking on the content tag ’semantic tagging’ at the bottom of the post would bring you to a list of other articles on this blog that use the same tag, if available.
Semantic Tagging
Semantic tagging is the next step in our quest to give deeper meaning to our content by making it easier for machines to understand. Semantic tagging also represents a common format for tagging Web content. This...
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November 19, 2009
real time bidding
Rubicon Project Blog
One trend that started making significant waves in the third quarter was real-time bidding (RTB), with proponents arguing it would help to make audience-based buys more of a reality for media agencies. “The agencies see RTB as an opportunity to compete with ad networks and keep margins - because over the last five years, ad networks have provided more media buying technology and service than agencies have,” said Raleigh Harbour, the Rubicon Project’s VP Business Development.French holding...
November 19, 2009
click fraud impression fraud
Undertone
New York · November 10, 2009 · In the world of online advertising, the “click” has been causing quite the commotion. Many industry organizations and even business publications like The Wall Street Journal have reported on click fraud as an increasing problem in online advertising. As a result, Undertone Networks has identified three key best practices for agencies and advertisers to ensure the safety of online ads and the brands represented. Recently, click fraud has...
November 19, 2009
social media video
Econsultancy Blog
Online video may be providing some much needed ROI for advertisers desperate to reach online viewers, but video ads do not work universally across platforms online. According to ad server EyeBlaster, video ads are not performing well in social media.
Why is that? Well, for starters, people don't spend enough time lingering on specific pages in social to view them. Eyeblaster's report looked at thousands of brands and found that video ads outperform in relation to editorial content,...
November 18, 2009
social media
Ad Age
NEW YORK (AdAge.com) -- "We've got a lot of rich people and we're bigger than Twitter." LinkedIn launched Custom Groups today. <!----> <!--GS: depricated 7-28-09 -->That's the LinkedIn sales pitch, courtesy of a half-joking David Hahn, director of product management at the social network. He launched a few other jabs at fellow social networks during an advertiser presentation this mroning in New York (in a dig at MySpace, he noted the person interacting with your brand on LinkedIn "...
November 18, 2009
ad exchanges data
AdExchanger
TARGUSinfo and Invite Media announced a partnership today. Here is the release. Below is a Q&A on the announcement with David Helmreich is VP of interactive markets at TARGUSinfo and Nat Turner, COO and Founder at Invite Media. AdExchanger.com: What is meant in the release in regards to "accessing AdAdvisor data in real-time"? Is AdAdvisor data always being updated in real-time, for example? DH from TARGUSinfo: Our partners have on-demand access to AdAdvisor data the instant they see a...
November 17, 2009
page load
Biz Report
Have you thought about how long it takes your website to load lately? If not, and if the page-loading time is too long, you could be losing potential customers. Why? Because, just like in the initial online years, consumers are turned away by slow site-loads."As people rely on the Internet for an increasing number of functions in managing their daily lives, the demand for high speed access has grown considerably. Web users' patience for page loading has clearly diminished over time and those...
November 17, 2009
latency
Adotas
ADOTAS - “I have never heard a complaint that an ad loaded too fast,” quipped Bryant Mason, principal test manager for Microsoft Advertising, at a panel of the IAB 2009 Ad Operations Summit.
Speed may kill on the highway, but it thrills on the net. In recognition of that, the IAB’s Ad Load Performance Scoring Group previewed a prototype it has been developing for profiling and scanning ads to predict their real-world download times before insertion.
Ad are scored independently from other...