Ad Ops News

October 26, 2009 creative
Not long ago, I had a client say something really interesting. He said, "We need to make sure everything we can in our campaign to turn every one impression we buy into 10 actually being delivered -- that is my challenge to you." Of course, we're always doing that anyway. Added-value no cost or super low cost impressions generally improve the metrics of what we actually optimize against -- things like cost per action (define), cost per sale, etc. So, I decided to list some tactics we employ to...
October 26, 2009 ad exchanges real time bidding
Data Driven Thinking" is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Today's column is written by Pascal Bensoussan, VP of Products at Aggregate Knowledge, a buy-side optimization platform. As the "AdWords-ish-ness" of DoubleClick's AdX 2.0 interface makes obvious, the goal of today's exchanges is to bring greater scale and efficiency to the display space. There have been several reactions to this by the advertiser: Reaction...
October 26, 2009 Networks
It was a good day for newspaper Web sites when Mercedes-Benz USA introduced its updated E-Class cars this summer. Mercedes bought out the ad space on the home pages of The Washington Post, The Wall Street Journal and The New York Times, and had those sites create special 3-D ads for them, at an estimated cost of $100,000 a site.   The days after were not as good. While Mercedes was happy with the newspaper sites’ performance, it shifted money to cheaper, more tightly aimed ads bought...
October 25, 2009 management technology
As ad technology grows apace, it’s easy to forget your team’s skills need to grow with them. Roger Williams, Director of International Marketing at Right Media, takes a look a the new set of skills agencies need to embrace to stay ahead of the game While for some companies the economic downturn means opting for a risk aversive stance, focusing on what they know rather than investing in new approaches; for others ‘accountability’ and ‘efficiency’ become the watch words as they look at solutions...
October 23, 2009 ad exchanges
Martin Kelly is co-Founder and Managing Partner of UK-based agency, Infectious Media Ltd. On a recent trip to New York, Infectious Media met with Adexchanger.com 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...
October 23, 2009 cookies privacy
EDITORIAL: Visitors to websites in Europe may soon face a barrage of pop-ups that seek their consent to internet cookies. Bizarrely, the plan to change current laws on cookies can be stopped only if politicians fail to resolve a file-sharing dispute. If the new law is passed, websites will be required to seek consent from users before serving cookies – the small text files that help a site to remember a visitor. The law's fate has become inextricably linked to a file-sharing policy. The EU's...
September 14, 2009 ad exchanges ad networks
More and more often I come across companies that are trying to build ad network exchanges. They come from all parts of the world. Some of them are technology based but many are led by former ad network guys who are running with a new business idea. Typically, these market entrants will address big publishers with the mother of all business propositions: “we will deliver constant money making peaks to your site”. Or even better: “we will optimize your eCPM at all times”. In theory, the...
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