 |
|
 |
Reconciling Performance and PrivacyAri Rosenberg highlights how the very strategy that online advertising used to capture initial advertising spend in the 90s is undermining us. His analysis focus on the inevitable privacy quandary for online advertising. As a member of NAI – Network Advertising Initiative – Adify is striving to protect consumer privacy and gives consumers choices. Aligning Publisher and Agency IncentivesWe’ve recently been introduced to a promising hybrid model used to sell online inventory that is part CPM and part CPC. Finding a pricing mechanism that encourages good behavior and aligns publisher and agency incentives has been a big challenge for our industry. Publishers tend to favor CPM pricing since what they will be paid for their online inventory is fairly predictable, and the risk for non-performance is placed on the agency. Agencies tend to favor CPC or CPA pricing since they are only paying for performance, and the risk of non-performance is placed on the publisher. There’s more to just reach…A recent article on Ad Age speaks to the value of ad networks as the Internet continues to fragment. The author accurately points to the many media companies who once shunned networks, but then have either moved to buy them, or create their own to take advantage of their inherent value: reach, targeting, price. Call The Other Guy When You're Ready to CompromiseIn Steve McClellan’s AdWeek article from 10/12/09 titled “Doing Battle With Media Complexity,” he discusses the very salient and real problem facing advertisers today: not knowing where, when, to which audience their ads are being shown or with what program their ads run on television-placed campaigns. Any problem that has the possibility of damaging a brand’s good name in the marketplace is a significant one indeed. You name it - There’s a network for that.eMarketer published a report by Econsultancy and Rubicon Project today titled The Pros and Cons of Ad Networks. The report highlights the many aspects of networks that are appealing, and not so appealing, and brings home the important point: networks are not a ‘one size fits all’ model. Candy is King!In many ways, the exhibit booths at last week's MIXX Conference were living, breathing come-to-life ads that were all vying for attendees' time and attention. Our booth had a very steady flow of visitors and since I managed our overall booth presence, I have to wonder - What made our "living, breathing ad" work so well? Why Cox bought AdifyFor those of you still wondering why Cox acquired Adify, this interview with a Senior Manager at Del Monte, should help shed some light… Vertical ad networks are worth the hypeIn today’s Digiday: Daily, The President and CEO of Audience Science attempts to de-mystify the current enthusiasm for vertical ad networks by claiming that behavioral targeting does the same thing, at scale, as a vertical ad network. Marketing works, but maybe not how you think…As an advertiser, you send a direct mail piece to your target audience. You reach out to them with an online ad. You launch a full-scale TV and print campaign. You even go so far as to buy a billboard placement. Now that the money is out the door, how do you measure success? Call Off the Ad Network Apocalypse!At Adify, we’re in the business of helping enterprise media companies and niche entrepreneurs create ad networks; in fact, we just announced 200+ networks in June. We’ve definitely contributed to the large numbers of ad networks in the market today, most of which, as Warren Lee points out today in AdAge, were predicted to be “toast” by now. |
|
 
|
 |
|
|
 |
|
|
|
