I read an interesting piece by Om Malik, legendary tech journalist and founder of GigaOm today. Om says that while the future of news may be bright, the business of news is still in the dark ages. He goes on to say that Madison Avenue really needs an intellectual rebirth so it can quit just adapting old forms of print advertising to the web
Om says, ” the intellectual makeover of Madison Avenue hasn’t even started yet. We are still trying to retrofit old ideas of advertising on to today’s media models.”
And then, a bit further on in the piece: “The heroin of web media is CPM-based advertising.”
CPM based advertising without tracking performance is an issue. That is why most media buyers always monitor click through rates on CPM buys. CTR is an important performance measurement for the industry. Since our founding, we at ZINC have done nothing that isn’t an effort to drive up performance for advertisers. We’ve invented new ad formats, and iterated and iterated non stop to improve performance: especially CTR.
None of this technology from either ourselves or others on the Lumascape has yet helped the advertising business arrive any real change on its side. Basically, advertising is based on... Read more
If you are a publisher with valuable inventory, there are plenty of ad networks out there that will compete for it. If you deal with multiple ad networks, you can use a network optimization system to easily manage all of your networks. Network Optimization technology is built by advertising technology providers, and can be managed by them or you once set up is completed (depending on your interest and support capabilities of your technology provider). Implementing network optimization into your ad operations allows you, the publisher, to monetize domestic and international inventory, get the most out of each network for each ad size , easily compare the true eCPM of each ad network, re-order ad network impressions to put the highest paying impressions first, and see all your data without logging into each ad network's system. If you are thinking about implementing network optimization into your ad operations, or even if you already have, keep in mind these following 10 steps:
1. Setup a Daisy Chain
A good network optimization tool will allow you decide the order in which ad networks are served on your site. This is often called a daisy chain. If one ad network is paying you a better... Read more