Ad Ops News

November 16, 2009 discrepancies innovation sales
For the last session of the day, Operative CEO and President, Mike Leo, lead a discussion with Rob Deichert, Senior Vice President, Global Sales Development and Operations, AOL Advertising and Mark Ellis, Executive Vice President, Sales, AOL Advertising.  The panel explored how Sales and Ad Operations  work together to drive revenue, increase customer satisfaction, and continually optimize the consumer’s experience.  We are in an industry of mass customization.  Everyone and every web site...
November 13, 2009 transparency verification systems
Have you ever had a meeting with a potential business partner that rocked your world?Something that called into question everything that you believed to be true?   I recently had one of those meetings and wanted to share it.  I have spent a good bit of time over the last few years working in an industry capacity, trying to make the “business of doing business” in the digital space more efficient.  As Chair of the AAAA Interactive Marketing Committee and co-chair of “Project...
November 13, 2009 cookies privacy
Earlier this year, I wrote about an EU plan to require that internet users consent to cookies before they're placed on their computers. At the time, I called the plan "absurd". Which must be precisely why the Council of the EU has approved a directive amending legislation to do just that. The announcement of this potentially horrendous action? Well-hidden in an 18 page Council press release.The press release states: The Council adopted a directive amending legislation in force on universal...
November 12, 2009 Networks real time bidding
VIENNA, Va., November 10, 2009 — According to Think Equity, a research and investment firm, non-premium display advertising will reach nearly $11.5 billion by 2013 and represent more than one-third of all display advertising.  A major growth opportunity for publishers will be increasing the value of their non-premium inventory by delivering relevant ads based on verified targeted audiences. TARGUSinfo, the leading provider of On-Demand InsightSM about prospects and customers, today...
November 12, 2009 ad exchanges media buying Networks technology
While you were going about your day-to-day business over the past year, the world changed, and you didn't realize it. Everything you think you know is simply wrong. I've been predicting this change for years, I've spoken about it at conferences, and I've written articles predicting that this change was coming. But even I didn't realize it had happened. Last week, at the ad:tech New York conference, keynoter Sir Martin Sorrell, chief executive at WPP, talked about the massive oversupply of...
November 11, 2009 video
Google could employ elements of its successful search-ad formula as it adjusts its approach to making money on YouTube. The Web giant is inching toward an engagement model for in-stream video spots that uses viewer feedback to determine pricing and whether the ads are shown. YouTube is expected to announce today an experiment that would give viewers of a select number of videos the opportunity to forward through pre-roll spots. Google is opting-in advertisers running video campaigns via...
November 11, 2009 behaviorial targeting cookies privacy
Additional commentary on this article at: Farney MediaA law that demands consent to internet cookies has been approved and will be in force across the EU within 18 months. It is so breathtakingly stupid that the normally law-abiding business may be tempted to bend the rules to breaking point.The fate of Europe's cookie law became improbably entwined with a debate over file-sharing. To cut a long story short, it broke free. On 26th October, it was voted through by the Council of the EU. It...
November 11, 2009 Creatives rich media
The display ad has been derided for its low click-through rates. Factors working against this venerable advertising form include "blindness" on the part of visitors, the tendency of marketers to use them to shout at visitors, and the fact that the ads are frequently not relevant to the content they're displayed alongside. To battle these fundamental disadvantages, advertisers have made their banner ads flashier, using animation and even video to puncture the veil of surfer blindness. As we...
November 10, 2009
Opening keynote speaker at the fifth IAB Engage conference, Charlie Leadbeater, former Tony Blair strategy advisor, believes that “we’ve only just begun a new social and technological experiment that millions of people haven’t started playing with yet.” Making a metaphor of the growing move towards cloud-based technology, Leadbeater argued that “a cloud-based future filled with multiple forms of cloud media, culture, media and organisations is the most fertile metaphor for the future.” The self...
November 10, 2009 Networks targeting
In Silicon Valley, there's an old adage that says all great internet companies eventually build an email service. Nearly every major player from Google to Comcast, Facebook to MySpace, Yelp to LinkedIn, has some form of user-to-user email within their site or application. Today, I propose a new maxim -- all great internet companies eventually build (or buy) an ad network.The evidence is inescapable -- Google, AOL, Yahoo, MSN, Fox, CBS, Facebook, MySpace, LinkedIn, Cox and many more all have...
November 10, 2009 mobile
ADOTAS - Since reporting benign third-quarter results a few weeks ago, Google has publicly proclaimed its desire to go on a shopping spree — it’s latest big-ticket purchase is AdMob, a mobile advertising network that’s seen some impressive business over the last year. Almost as soon as the news broke, my inbox was flooded with comments from industry professionals about the bold move. A little to my surprise, it was overwhelmingly positive. Mojiva CEO Dave Gwozdz wrote: “The news that Google...
November 10, 2009 ad exchanges
Publishers are still wary of the ad exchange model. The idea of selling their inventory at rock bottom CPM prices is keeping them away from the trading platforms. I’ve recently had some conversations with some senior publisher execs, and their attitude to the ad exchange remains sceptical at best. It’s still very early days for exchanges in Europe though. But the European market remains ridiculously fragmented, and a homogenised open exchange model will not fit the continent’s disparate...
November 9, 2009 mobile
From the AdMob Website (http://www.admob.com/google)This morning we announced that AdMob has signed a definitive agreement to be acquired by Google. I'm obviously excited, and not only for our customers, partners, and employees. I'm excited because I believe this will be an important moment for everyone involved in producing, consuming, or monetizing engaging products on mobile. The truth is that the mobile industry has had no shortage of creative...
November 9, 2009 ad exchanges
On a recent trip to New York, Infectious Media met with Adexchanger amongst others to chat about the exchange space.  The sector is growing rapidly in the UK at the moment, with advertisers, agencies and publishers all showing a real appetite to grow their involvement. One of the biggest differences that surprised everyone we spoke with in the US was to hear that exchange liquidity and more specifically inventory quality was a problem in the UK.  To illustrate this, I’ll give you a...
November 9, 2009 cookies privacy
EDITORIAL: A law that demands consent to internet cookies has been approved and will be in force across the EU within 18 months. It is so breathtakingly stupid that the normally law-abiding business may be tempted to bend the rules to breaking point. The fate of Europe's cookie law became improbably entwined with a debate over file-sharing. To cut a long story short, it broke free. On 26th October, it was voted through by the Council of the EU. It cannot be stopped and awaits only the rubber-...
November 9, 2009 verification systems
Within the recent demand-side platform (DSP) trend where advertisers effect buying strategies across multiple supply sources - and potentially hundreds of websites -, a growing list of companies and products is emerging to alleviate the risk of placing an ad on a page deemed inappropriate for the brand. Known as "risk management", it would be more accurate to identify the new category as "brand risk management." "Risk management" sounds so exchange-y, don't you think? It must make the "art vs....
November 6, 2009 targeting
I was with a group of savvy bankers yesterday discussing the Web and social media, among other things. Another great group of people espressing the same frustrations and questions regarding wrapping their heads around digital marketing and how they can use digital channels to effectively reach consumers. We got to the social media part of the discussion and I heard the typical comments, like “…none of my friends are on Twitter.” This may be true, but one thing that’s important to consider is...
November 4, 2009
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
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 CTR
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...
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