Leading Operations Online
Being on the media agency side of the industry, we have the unique opportunity to get the inside view of all platforms and technology providers. We can opt to have partners be a preferred solution, or form agreements with as many as possible to promote competition.
Because there are so many different solutions out there, it can be very cumbersome to evaluate them. There are ad networks, demand side platforms, ad exchanges, ad severs, mobile ad servers, campaign management platforms, data visualization tools, tag management systems, ad verification services, and the list goes on. (Notice I left the three letter acronyms out. It’s easier on the brain this way.)
Where does an agency begin to evaluate these tools? How do they make a decision?
Our process always begins with a product demo. Screenshots are never enough, and honestly, when your aim is to see what the technology can do, nothing beats seeing it in motion. After a product demo we feel would greatly benefit our clients and teams, we immediately brainstorm clients this would be a fit for. For example, if we’re looking at data visualization tools for reporting, a few questions we might run through are-...
We saw that Google Analytics now supported Page Load Time metrics out-of-the-box and started thinking about how we might be able to use GhostWriter’s insights into third-party content (read: ads) performance to give users of both GhostWriter and Google Analytics highly granular performance measurements.
GhostWriter’s hooks allow you to execute custom call back functions at the beginning and end of each ad call. The hook records the timing of each of these events and submits custom events to Google Analytics using its _trackEvent() method. We’re using this page to test.
Ad Load Time Reports
Check out this eye candy. All Event values are in milliseconds.
Average loads times:
Distribution of ad load times:
Since our industry loves acronyms and we have all of this conversation around data, this seems fitting for the new acronym of the month(s).
What exactly is GIGO, it’s a term coined in the technology space for a computers ability to process even the most corrupt piece of information and spew forth mountains of useless information, as a result of the “input” being suspect.
Why does this matter to you or I in the digital media space? It matters because presently we are constantly looking for the new piece of technology that we can “bolt on” or use as an aggregation point to corral the massive amounts of data that is created minute by minute in our space. We want to make sense of it all and use it to earn more revenue. Unfortunately our race for more and better often involves using bad data sets (garbage in) and producing output that is incomplete (garbage out) and placing it into excel.
This process is akin to taking a person from China, one from Malaysia, throw in a UK lad, and for good measure, let’s take a German and add them to the mix. Now in their own native language, let’s get them to share notes and talk about their day. ...
Proximic recently named Rodney Mayers as their Senior Vice President, Business Development. Previously Mayers was the COO of Adify. In the press release Mayers said, "Proximic has developed some of the most compelling technology I have seen in the online advertising space in a very long time." We asked Mayers a few questions about his new role, Proximic's offering and digital advertising.
Q: Tell us a bit about Proximic and their offering.
Proximic provides a non-semantic approach to contextual analysis of content. Our approach, called pattern proximity is language agnostic and allows us to operate in Chinese and German as easily as we do in English. We can offer a scalable, global solution to partners who buy inventory at a global level and add new languages to our system in 4 weeks and we are very cost effective in how we deliver our results. Our results, when tested against other market players have been said to be more robust, accurate and actionable.
Our very deep, contextual page-level data is being used for content...
In recent years, the online advertising industry has increasingly leveraged geographic, demographic and behavioral targeting in their quest to attract only the best, most qualified users. In doing so, nationwide, non-targeted campaigns have been pushed to the wayside when in fact, they still perform very well on some of the web’s largest publishers. These campaigns deliver on pace, have a fantastic click through rate (CTR), and most importantly, perform strongly against advertiser performance metrics. Here are four important things that every advertiser should consider before jumping on the over-targeting bandwagon:
A Losing Proposition
First, let’s take a look at the constant balance every ad publisher must strike. They need to find a way to deliver what seems like the impossible; perfect, complete delivery while maintaining spot on performance. Anyone who has spent any time with an Ad Ops team knows exactly how frustrating it can be to try to get a campaign that has been completely strangled with targeting to deliver in full. And if/when the campaign isn’t hitting the performance metrics, there’s no place to go to optimize things...