Leading Operations Online

Every day worldwide people are inundated by an ever-increasing amount of information.  And the problem grows worse each year. 

An April 2011 survey of 200 respondents conducted by Magnify.net pulled back the curtain on our digital lives.  Nearly 50% of respondents reported that they were connected to the internet “from the moment they wake up until the moment they go to sleep”. Seventy-seven percent report reading emails on the evenings and weekends, 33% read emails in the middle of the night.  Wha-What – they wake themselves up to check emails?   When asked how they cope 46% of respondents “admit they can’t keep up”.  Respondents describe the digital equivalent of roaring rivers, floods and tidal waves.

So how is digital advertising supposed to separate itself from this clutter of unending information?  As Amy Manus of NuRun aptly says in this ClickZ piece...

Editor's note: Rob Beeler's blog post originally appeared on ClickZ.

As part of my job, I do my best to keep an ear to the ground and keep track of what operations people are talking about. Amazingly enough, it's 2011 and issues like late creative and discrepancies still pop up. Being overworked, underpaid, understaffed, and underappreciated are part of the job and always a topic of discussion. This year, however, there are two themes that seem to underlie most of the conversations I'm hearing ops leaders discuss. They are related, but one has a positive spin and the other is one of concern. Each I think will have macro level impacts on operations.

First, it's exciting to be in operations right now. It's as if the display marketplace as a whole has decided to give us a turn and see what we can do to take our industry to the next level. There is no shortage of new tools to work with. Powered by the cloud, vendors are offering solutions to problems too costly to take on a few years ago. Real-time bidding has also revolutionized how dollars flow from buyers to sellers...

With 2012 elections rapidly approaching, new digital advertising regulatory threats are appearing almost daily. Considering that browser cookies today are used for most measurement and targeting technologies, any drastic changes could mean an effective collapse of today's digital ad ecosystem as we know it.

 

In a seminal but prescient study, Norm Proselytizers Create a Privacy Entitlement in Cyberspace, Professor Steven A. Hetcher described digital media's current predicament most presciently. In short, years of social entrepreneurs moralizing data collection have made self-regulation attempts by industry trade groups (IABOPA,...

May 27, 2011 video Sean Crawford

Video AdsAfter years of speculation, the vision for Connected TV is finally becoming a reality, as entrepreneurs take Web TV beyond the browser and give consumers more ways than ever to watch their favorite video content. For publishers, though, “more ways than ever” can be a double-edged sword. Yes, you now have unprecedented and constantly expanding opportunities to monetize your video. But to do so effectively, you’ve got to come up to speed on a complex new landscape of platforms, devices, technologies, and viewer habits. Otherwise, it’s all too easy to make choices that lock you into a specific approach or platform and make it impossible to capture the full revenue potential of your video content.

 

Here are a few things to consider as you develop the ideal Connected TV monetization strategy for your business.

 

It’s a jungle out there

Forget about the comfortable, familiar world of Web TV, where you could run and monetize your video easily across the full spectrum of...

It seems like every week or so, we get to read another headline about a publisher launching a private exchange on someone’s real-time bidding (RTB) platform.  Some would have you believe that private exchanges are a technological marvel; the greatest thing for publishers since the printing press.  I want to take a moment to deconstruct this mythology a bit. But before I do, and to provide a point of reference (or maybe a full disclosure); the Rubicon Project has launched over 14 private exchanges (we call them “private marketplaces”) with premium publishers. Private marketplaces are a terrific new development for premium publishers in the digital display ecosystem, but let’s clarify what they really are and why they matter.

 

To begin, what is a private marketplace or exchange and how does it work for premium publishers? The “exchange” aspect is nothing more than the use of an existing RTB platform. Would you expect every DSP and buy-side platform to go out and do an independent integration with each new private exchange?  No – these are simply more restricted trading relationships facilitated within an existing RTB platform, wherein the...

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