Leading Operations Online

Anna MurrayAnna Murray will be the keynote speaker for the upcoming AdMonsters Publisher Forum in Memphis. She has more than 20 years of interactive technology and marketing experience and is a nationally recognized expert for her ability to implement technology and Internet strategy. She began her career working for news organizations including ABC News before founding the interactive agency, e*media, in 1996. In 2004, e*media was acquired by the Technology Management Group to form tmg-e*media, inc. where she now serves as President. In advance of the Publisher Forum, we talked with Anna about technology and business.

Q: Can you briefly describe what you do in your current role?

I'm a strategic...

February 24, 2011 mobile OpenRTB Ernie Cormier

OpenRTB MobileOn behalf of all of the founding members, I am thrilled to announce the formation of OpenRTB Mobile, a committee within the OpenRTB consortium dedicated to increasing the adoption of real-time bidding (RTB) in mobile advertising. The committee’s goal is to set standards on non-competitive features and functionality, in order to minimize the resources required to adopt the technology and maximize the output of resources dedicated to RTB innovation. Our first initiative is to set standards for the RTB protocol, which determines how buyers and sellers’ platforms communicate.

We’ve seen the online advertising space experience unprecedented adoption of RTB—with exchange-based ad buying projected to double this year. The expectation is that mobile won’t be too far behind. However, if the mobile industry has taught us anything, it’s that fragmentation and customization are the enemies of...

Paul Geller of Grooveshark.comLeading up to our US Publisher Forum in Memphis AdMonsters will be asking some of the speakers a few questions on their respective topics. Paul Geller will be presenting "Privacy, Consumer Protection for Global Ad Ops" at the Publisher Forum. Paul is the Senior Vice President for Information Products at Grooveshark.com. At Grooveshark.com, squeezing pennies out of ad serving is just one of the challenges that the on-demand music streaming site meets and defeats everyday. We asked Paul a few questions about consumer privacy and self-regulation.

Q: Can you briefly describe what you do in your current role?

As Sr.VP of Information...

February 17, 2011 lead generation Robin Caller

Anyone in their right mind who reads about, works towards or is rewarded because of the strong growth in online lead generation must surely wonder what loss of rational thought resulted in the commercialisation of "maximum scrub rates". Discuss.

So, the first student to complete a BA in “The Beatles” has graduated.  Were I lecturing at University and setting an examination for a “BA in Online Lead Generation”, I'd set the above question.  But what would a good answer contain, and how would the good student build the arguments?

Personally, I'd be looking for examinees to consider the state of a market in which buyers are contracted into paying for garbage. I'd want to see arguments about the "market perception" that such a maximum sets, the potentially negative and “shady” marketplace in which sellers are unwilling to subject their goods and services to fair and reasonable . I'd also want to hear the arguments defending the commercial needs of the seller, explaining the real time eCPM reports and “yield optimisation” requirements of the lead selling business, balancing out against the arguments regarding eCPA and other conversion...

February 15, 2011 display advertising

Ben BarokasFrom Cost Center to Profit Center

For any company that deals in digital advertising, ad operations is where the rubber meets the road. No matter how great the revenue opportunity, no matter how sweet the deal—no one profits until ops moves the ball over the goal line. And the faster, smarter, and more efficiently ops works, the more value is created for everyone. Or not. Sometimes it goes the other way. This was especially true five or more years ago: an era in operations that I affectionately refer to as the dark ages.

 

I remember one instance in 2002 where I was one of six people on a conference call to diagnose a single banner placement. Six. And these were all smart people—the problem was that the chain from advertiser to publisher was too complicated and too manual. There were dozens of places for things to go wrong.

 

‘Modern’ ad operations is a very different animal. Thanks mainly to automation and programmatic buying, what was once about trafficking banners...

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