Leading Operations Online
Leading 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...
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...
From 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...
Imagine walking into a bar, buying a beer, and standing there drinking it. Now imagine that another punter walks into the same bar, buys exactly the same pint of beer, and stands beside you calmly drinking it. Don't be confused. I am not suggesting they are drinking a "similar" pint. I am saying that they are drinking the same pint. Your pint! The pint you just paid for. At this stage, you may think I wrote this article whilst I was drunk, but I didn't, I'm not. I am just drawing an analogy to make a point.
Of course, in the real physical world, it is not possible for the above scenario to take place. But in the world of online Lead Generation, it is perfectly realistic, and in fact it happens rather too often for my tastes. I spent 2010 as Chair of the IAB online lead generation Council, lobbying industry players to define and adopt Best Practices. During that time, I noted a rather critical issue which I am raising in this more general forum today.
Put simply, the issue is...
Today OpenX announced the release of a new platform, OpenX Enterprise, which is a Software as a Service hosted ad management solution with new capabilities for managing different channels of inventory and product in one tool. Read the release. According to OpenX, this is a departure for the company and for the industry at large; the purpose being to give publishers the tools they need to compete in an ecosystem that has over past year been largely dominated by solutions for the buy-side.
AdMonsters spoke with Jason Fairchild, Chief Revenue Officer, and Matt Plummer, Head of Product Management, at OpenX for more information on what this product release means for ad operations.
Q: Can you please give a brief description of the new features in this release, particularly the capability of managing revenue across different channels, and how they will help...