Leading Operations Online


Online publishers have a lot of problems to think about when it comes to ad management. To maximize their revenue, they have several levers to pull including inventory pricing tiers and models as well as sales channels (direct sales vs. ad networks and exchanges).

Yet, marketers are buying audience. So before publishers even start thinking about how to monetize their content, they need to consider how to build their audience.

To build an audience that will be attractive to advertisers, publishers have to ensure a steady stream of traffic to demonstrate to marketers that the editorial environment is appealing and ensure campaign delivery. It is important that they gather readers with an attractive profile, as advertisers evaluate social demographics and mindset criteria and affinity against their target.

Because the online media landscape is so fragmented, media buyers need scale solutions to reach their target. So publishers must grow...

Oxford is a city that promises to broaden the mind. My thoughts on what makes a great publishing business were certainly enlightened by Greg Taylor, one of the keynote speakers at the AdMonsters Publisher Forum at Oxford.

Greg has his Doctorate in Economics and is a research fellow at the Oxford Internet Institute. Greg uses economic tools to understand the functioning (and dysfunctioning) of the Internet advertising market. 

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If you got the right stuff, it’s not a bad idea to get a stamp of approval. Multi-channel ad server Smart AdServer just emerged from an intense four-month audit of its systems as the first U.S. certified mobile ad server according to the Interactive Advertising Bureau’s Mobile Guidelines. We sat down with Sandrine Cardi, International Mobile Business Development Manager, to talk about the certification process, recent upgrades to Smart AdServer's SDK and how publishers could and should partner with their mobile ad servers.
 
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While Google introduced core mobile ad serving capabilities to the DoubleClick for Publishers ad serving suite last summer, the company is just now releasing the real mobile muscle. Launched today (check out the blog post), DFP Mobile offers support for a wide array of mobile rich media ad formats such as video interstitials, advanced targeting options, forecasting and reporting functions, QR code previews for testing creative and more. Fortunately DFP Product Manager Marcel Gordon gave us an inside look at the ad server’s improved capabilities as well as insight into what publishers desire on the mobile front and how the landscape will change in the near future.
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As a mobile ad network that developed across Asia-Pacific before launching in the U.S. and E.U. in 2010, InMobi boasts a unique perspective on the global mobile revolution and reaching international audiences at scale. Prior to the OPS Mobile event...

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