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Leading Operations Online
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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October 28, 2009
analytics discrepancies
Mohammad Khan
If small budget advertisers are complaining about the number of clicks reported by your ad server not matching with their Referring Sites report in Google Analytics, it can be addressed by one of two ways: change the CTU (Click Through URL) and advise the client of what to look for in Google Analytics or suggest client to supply a new CTU built in Google Analytics’ URL Builder.
Append a Publisher Specific Query String in the CTU
Depending on the type of ad tags (JS, iframe, etc) and creative (image, flash, 3rd party tags), clicks on ads from your site may have your domain, ad server, or none as referrer. Additionally, there are other technical reasons why a click report would not match a referrer report. For advertisers who are not internet saavy this can be very confusing and can endanger the sale. So, instead of letting the client focusing on referrer reports, you can use a unique CTU, and then advise the client to check page views for...
Ad Ops News From Around the Web
November 4, 2009
Fraud
Adotas
ADOTAS - “We are seen as the ugly stepchild of online marketing,” Jivan Manhas of MediaTrust told the crowd at the Performance Marketing Leadership Summit hosted by OfferVault. “We call it performance marketing because the term affiliate marketing is tainted.”
No one in the packed room at the DoubleTree in midtown Manhattan disagreed. It’s no secret that during the past 18-20 months, widespread fraud has greatly harmed ad networks and advertisers — and given them an ugly reputation. Big-budget...
November 3, 2009
ad exchanges Networks trading systems
AdExchanger
Greg Hills is platform analyst of media trading agency, Varick Media Management. Digital media has caused huge shifts in the advertising industry, including the rise of the Digital-Driven Media Agency --- media shops that have identified digital media as the key strategic focus for their organization. Management teams at these agencies have set aggressive goals to increase the share of billings coming from digital. Many agencies have collapsed separate print, broadcast, and online divisions,...
November 3, 2009
campaign optimization conversion CTR
Jonathan Mendez
Most display advertising is still purchased on a CPM basis – you are buying a certain number of impressions. For that reason the higher percentage of clicks you get on your ad impressions the more cost effective your buying becomes. So ad creative is often the lynchpin to ROI. But it is very hard to get clicks. Display ads have to be more compelling then the content they’ve come to view. If you are successful taking a viewer and turning them into a clicker the landing page should then message...
November 2, 2009
attribution tagging
econsultancy.com
After much discussion about ‘marketing attribution’, the process of awarding different marketing events different levels of commission depending on their role in the conversion, it seemed appropriate to explain how exactly this works in practice and to demonstrate that the technology is available to make it happen.
First, it is important to make the distinction between attributing credit to channels in your reports for better planning and dynamically awarding proportions of commission to...
November 2, 2009
ad exchanges ad servers
Farney Media
OpenX and Microsoft have today announced a strategic partnership. The deal will see both companies promoting each other’s technologies to their customers. What does it mean? Is Microsoft exiting the ad server business? Is it looking to tie itself in with a leading ad exchange? Will Microsoft ultimately buy OpenX to beef up its own AdECN exchange platform? Here’s the press release with more detail:
Online advertising start-up OpenX and Microsoft Corp (MSFT.O) announced a partnership to...
November 2, 2009
malvertising
Ad Age
NEW YORK (AdAge.com) -- Ads have long been a gateway for spammers and hackers to distribute malicious code, but now the crooks are showing a new level of sophistication by<!----> <!--GS: depricated 7-28-09 -->The scam goes something like this: Someone posing as an agency executive or marketer approaches a publisher with a credible e-mail domain like vonage-inc.com or hyundai-inc.com and asks for a quick turnaround campaign, often over a weekend. The ads then install malware or harvest...
November 2, 2009
brands search
Ad Age
NEW YORK (AdAge.com) -- As retailers get ready for the holiday season, their first instinct might be to throw as much money as they can afford into search. But recent traffic trends may point them otherwise.Less than 10% of online retailers' web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.'s Online division.Nielsen found the majority of retailers' web traffic (61%, on average) comes from people going directly to a retail site -- consumers typing, say,...