The Adify Blog
[ Viewing entries tagged with "Targeting" ]
Targeting, fear and reality
Today I wrote on the Adify Media blog about behavioral targeting, and why in reality, people shouldn't be afraid.
Internet Audience Fragmentation Leads to Better Advertising Performance?
Do you remember when everyone was panicked about audience fragmentation? When, it seemed like overnight, the Internet grew from email, to millions of websites for every possible interest, passion, and fetish that you could imagine? Suddenly, advertisers were scrambling with how to find their target audience outside of the big guys.
Behavioral Targeting, Not for the Faint of Heart
It sounds simple, “Offer Behavioral Targeting and the advertisers will come.”
A recent study by Howard Beales for the NAI, “The Value of Behavioral Targeting,” professed the value of behavioral targeting, quoting higher CPM rates and higher success rates (CTR and Conversions). Immediately articles began circulating quoting the study’s revelation and touting the value of BT. These articles validated their assumptions based entirely on feedback received from top networks (9 of the top 15 according to comScore).
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.
Release 4.2 is here
We’re happy to announce Release 4.2 of the Adify platform! The focus of this release is inventory tagging, a flexible way to manage and target inventory based on words or phrases that are associated with groups of sites and ad spaces. Also included are enhancements to forecasting granularity and new integration opportunities.
Here are some of the features that we rolled out with the release:
- Inventory tagging – associate words or phrases – called inventory tags – with ad spaces or sites to create groups of inventory that make sense for your network
- Tag-based targeting – flexibly and precisely pair your advertisers' brands with chosen content in your network by targeting campaigns to inventory tags or combinations of inventory tags
- Tag-based reporting – track performance information for campaign line items targeted to inventory tags
- Tag-based inventory forecasting – estimate how many impressions your network can offer for a given inventory tag or combination of tags within a given time period
- Campaign trafficking APIs (beta) – integrate your company’s systems with the Adify Platform to programmatically inject campaigns and accounts
- Inventory forecasting by line item – understand inventory availability by line item
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.
Vertical ad networks are worth the hype
In 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.
Ads I WANT to see…
“Ask and ye shall receive.” These are the words that eMarketer quoted today in an article about the controversy over personalized ads. Having been in this industry for over 10 years and feeling personally invested in the success of online advertising, this article struck a personal cord with me.
Jupiter Research on Horizontal vs. Vertical Networks, Advertising Executive Needs
Barry Parr of Jupiter Research (now a Forrester company) has published “Ad Networks for Media Properties” (January 2009) to clearly distinguish the role and capabilities of horizontal and vertical ad networks. The report highlights the necessity for large media companies to work with horizontal ad networks, but to ensure that their premium inventory is going to premium advertisers.
Ouch! Are Network Efficiencies Really a Double-Edged Sword?
Friday on ClickZ, Kate Kaye wrote about the double-edged sword of ad network efficiency – while targeting technologies have allowed publishers to monetize previously unsold inventory, they’ve also driven down CPM rates as the market becomes saturated with inventory.
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