Leading Operations Online

Dean Jenkins OperativeOperative announced this morning their expansion into the Australian market with the appointment of Dean Jenkins, the new General Manager for Operative Australia. AdMonsters spoke with him regarding what this move means for Operative and ad operations in the region.

 

Q. How do you see the current state of the display market in the Australia / Asia Pacific region?
 
The entire market is seeing an estimated 16-18% YOY growth rate with more and more publishers coming to market.  According to several sources including the IAB, Price Waterhouse Coopers and Frost & Sullivan, this trend is set to continue over the coming years.  Specifically, Frost & Sullivan predicts that the value of Australia’s online advertising market will increase to $877 million by 2015, at a compound annual growth rate of nearly 10% percent.  Market growth will be...

Part 2 of 3: Exploring the technical approaches to self-serve advertising

In the first part of this series I addressed the problem and opportunity that online publishers face in servicing smaller ad orders. In summary, a self-serve advertising platform is a very effective solution for processing ad orders under $5000. In part 2 of this 3 part series, I will identify to the two primary types of solutions available to publishers today.

 

Self-serve via JavaScript

This type of solution is integrated into the publisher's ad server via JavaScript and will require a bit more human involvement. Publisher's ad ops team will have to set up a campaign for the self-serve solution similar to how they set up an ad network in the ad server. Therefore a specific amount of inventory must be allocated and will need to be monitored on an on-going basis.

 

Self-serve via API

This type of solution is integrated...

With the purchase of AdMeld, Google has effectively upped the ante in the online advertising space. One of the largest media companies in the space is coming ever closer to assembling the elusive technology “stack” that everyone seems to be whispering about these days – myself included.

But there are still questions surrounding what kind of stack Google is actually assembling, and whether or not it will serve publisher’s needs in an easy-to-use fashion.

First, let’s look at what stack really means in this sense. By definition, a technology stack is a set of components or layers in a software offering that provides broad functionality. Microsoft Office is an easy example. The combination of Word, Excel, PowerPoint and Exchange improves personal productivity for billions of people.

In our industry, the stack is usually defined as the collection of tools publishers or advertisers need to drive efficiency. For a publisher, this suite could include sales order management, inventory forecasting, data management, rich media tools, an ad serving engine (for display, mobile and video), yield management, remnant optimization and analysis tools, all rolled...

For most of us in the social media space, the big news coming out Cannes last month had nothing to do with awards or lavish cocktail parties. Rather, the biggest story was that Twitter plans to introduce advertising directly into user Tweet streams, possibly as soon as two months from now. Unsurprisingly, users voiced concern over being bombarded with ads in their streams. The consensus was that Twitter, still smarting from a poorly received mobile ad bar, needs to proceed very carefully to avoid any sort of backlash with this rollout.

But Twitter needs to go full-steam ahead with the rollout, regardless of user opinion. In-stream advertising is a smart move for Twitter, and it’s going to be hugely beneficial for Twitter users as well. But first Twitter needs to build in targeted advertising that appeals to consumers, while leveraging the existing application ecosystem to deliver these ads.

The promoted tweets program, as it exists right now, is great at driving brand engagement. In-stream advertising complements this program and drives real marketing metrics, such as clicks, re-tweets, and in-page tracking once consumers click through. But the biggest opportunity...

OPS Markets LondonThe London Film Museum provided a unique and inspiring backdrop to the AdMonsters OPS Markets conference last week; with close to 150 attendees enjoying a packed day of keynotes, expert sessions and debate, amongst the star-studded exhibits.

The Museum’s Historic Debating Chamber – once the site of many heated political and social stand-offs, and now used for theatrical productions, speeches and presentations – provided a more than suitable setting for morning Keynote Donald Hamilton – Partner Precedio Consulting – who opened the day's sessions with a lively discussion on one of the most hotly debated topics in digital media: data.

Donald’s presentation: What data do you want, and why? enthused and enthralled the audience - prompting many to join the debate and present their views to the floor -  and touched on key issues about data acquisition, usage and privacy:  

“We're all shouting from...

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