Leading Operations Online
The following is a continuation of a post written by Hugh Evans recapping a presentation at Publisher Forum EU 12 in June.
The real nuts and bolts of what we wanted to cover in our presentation was still to come – the operational challenges that inevitably come along with a new and innovative medium such as mobile. Some are facing us now, and others we know will hit us in the not too distant future. This is a continuation of that list:
Targeting is one of mobile advertising’s shining beacons for advertisers. Cookie targeting has its limitations (not all handsets support them, the data can’t always be trusted, etc.), but the operators hold some detailed data due to the direct billing relationship they hold with their customers. This data is, of course, very sensitive and so requires strict legal and ethical governance (opt-outs/ins and transparent Ts...
This June, a colleague and I were kindly invited to present at AdMonsters’ 12th European Publisher Forum in Prague. We jumped at the chance to speak, and felt we had some important issues to raise surrounding mobile advertising operations; an area so far sparsely covered by any of the major UK bodies.
A little background on Orange and mobile advertising. As an operator we have an obvious affinity with the market, but like the rest of the industry at the moment, we are yet to fully benefit from the great potential mobile has to offer. Indeed we’re merely scratching the surface of what we are ambitiously setting out to do.
We brought mobile ad operations in-house at the beginning of this year and the learnings we have gathered as a result have been both large and frequent. It has been particularly fascinating to experience the differences and similarities between online ad serving and the new-fangled mobile technology. In truth online is still streets ahead, but be assured mobile is catching up quick.
Our presentation kicked off with some top-line facts and figures, resulting from both the IAB, and also a large piece of research into mobile...