Leading Operations Online

Dear AdMonsters,

Let me start by saying that I am doing a session on this topic in Memphis next week. If you are going and will be joining the session, please send feedback before Monday and I can incorporated it into the presentation.

Since Google announced that page load time is an important factor in their ranking algorithm, there has been a lot of pressure from SEO teams and business managers in general to pull down all the 3rd party pixels/snippets. The issue is, groups like AdOps, Editorial, Marketing, Research and BizDev need to run this stuff in order to accommodate things like audience/behavioral targeting, social media products, analytical products etc. For the past year and a half, I feel like every 3 months I have to do a “Sophie’s Choice” (I apologize for over-dramatization) analysis on what can stay on the pages and what has to come down.

In addition, there has always been a need for AdOps, at least in my company, to manage these snippets more effectively and efficiently....

Bowen DwelleI’m back in San Francisco for a few days in between the IAB Annual Leadership Meeting (IABALM) and AdMonsters Publisher Forum XIV in Memphis. IABALM is a sea of C-level execs from “all” the top media and technology companies and I ran into a ton of old friends as well as new faces and new tech. Here’s a rundown on the key ops and tech-related highlights from the meeting:

Data is popular, valuable, and, apparently, transparent

The IAB sub-titled the conference “The People vs Data”. I think “Data is Awesome” would have been more appropriate to the mood. Ad serving is transforming into data serving, “data and media” are seperate, and it’s no secret that there’s a whole world of data-centric players swarming around the online media business today. Aside from Doc Searls saying that Apple has been "smoking it's own exhaust"...

March 3, 2011 video Dan Foehner

Joe LunaJoe Luna is Manager of Yield and Inventory at Fox News Digital. He works closely with sales, production, and the trafficking groups to identify valuable inventory, set pricing strategies, and help define new ad opportunities. Joe will be presenting “Maximizing Video Revenue” at the AdMonsters Publisher Forum in Memphis. In advance of the event we asked him a few questions about video advertising.

 

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

 

Currently I manage the Inventory and pricing teams for foxnews.com

Q: The big story on video has been its potential growth, high value, and higher CPMs. How do you feel the growth of video revenue has been recently? Is it living up to...

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...

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