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Leading Operations Online
November 22, 2009
data management strategy
Super Admin
The end of the year brings with it a ton of online advertising industry events. I looked forward to this year's crop with the goal of finding something that ad operations professionals from publishers could use to bring value to their companies. It seems to me that the majority of the innovation in our space is on the brand, agency and network side and not on the publisher side. In fact, many of the innovations coming to the market may only add to publisher woes by lowering effective CPMs. My hope was to find something that would help bring some balance back to the equation.
What I found were a number of telling statements that I feel publishers need to hear and spend some time developing a response to. I'll apologize upfront that I'm not a reporter and there's no transcript for me to check to make sure I got these statements...
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 24, 2009
ad networks Fraud malvertising
iMediaConnection
Digital ad targetability is at an all-time high. With every buy that includes hyper-targeted inventory to niche audiences, we have to ask ourselves who is minding the store.
That is, we can negotiate terrifically with our ad sales reps for a slice of inventory that reaches just the right people. But without some sort of buy integrity check in place, how would we ever know the difference if our ads somehow ran untargeted?
There are unscrupulous ad networks in the marketplace that will do this to...
November 24, 2009
ad networks network optimization verification systems
Rubicon Project
the Rubicon Project and AdSafe Partner to Improve Advertiser Brand Safety and Publisher Channel Conflict ProtectionNEW YORK, NY – November 24, 2009 – The Rubicon Project, the Internet advertising infrastructure company, has significantly enhanced its Rubicon Certified Inventory™ program through a partnership with AdSafe Media, the rating standard of online media. Continuing to provide independent inventory verification to ensure safety and accuracy for ad networks, exchanges, agencies and...
November 23, 2009
video
Eyeblaster Blog
Eyeblaster Research is pleased to invite you to view two slidecasts based on the recently published Analytics Bulletin: Online Video Advertising: Doubles Engagement, Boosts ROI. This first slidecast explores the link between online video length and performance. Video ads tend to be shorter on average, as compared to 30-second TV spots. Nevertheless, ads lasting for 30 seconds are still the most popular kind, accounting for over 20% of total video ad impressions; they are closely followed by the...
November 23, 2009
ad exchanges
Farney Media
The latest and improved version of the DoubleClick Ad Exchange has been drawing some of Europe’s leading premium publishers to the new platform since it re-launched two months ago. Although still in its early days here in Europe, there are signs that publishers are beginning to see the benefits of trading inventory on the new Ad Exchange. FarneyMedia caught up with Kate Herbert, Senior Manager of AdX Global Services, last week to discuss the latest DoubleClick platform, exchange liquidity,...
November 20, 2009
behavioral targeting
IAB UK
Digital marketing trade body collaborates with industry experts to produce guide to help educate the industry and demystify how behavioural targeting works. The Internet Advertising Bureau (IAB) and the IAB’s regulations council members have collaborated to launch the online behavioural targeting guide, the IAB’s first behavioural targeting guide to help advertisers and the online industry to better understand behavioural advertising as a marketing tool.The online behavioural targeting...
November 20, 2009
ad servers
Gartner Blog
When Microsoft acquired aQuantive in 2007 for roughly $6 billion – an 85% premium – ostensibly to counter Google’s then-recent purchase of DoubleClick, some wondered whether competitive instincts were clouding judgment. AQuantive consisted of the interactive agency Razorfish, which Microsoft recently sold to Publicis for about $530 million, DrivePM, a performance ad network that Microsoft has now folded into the Microsoft Media Network, and the Atlas Suite of ad server products, which competes...
November 20, 2009
management
Internet Evolution
If CIOs didn't have enough to worry about these days, a new report by Robert Half Technology suggests many lie awake at night worried that their best employees will fly the coop as the economy recovers. Heading into the New Year, 43 percent of 1,400 CIOs interviewed said retaining existing workers will be their No. 1 staffing priority in 2010. Considering U.S. unemployment will top 9 percent through 2011, according to University of Michigan economists, perhaps job security is buffeted a bit....