Confused by Where to Click? We're Here to Help
Our Special Section Sorts Through Ad Networks and Exchanges to Explain Choices Open to Marketers
In this special report, Ad Age writers offer up an overview of the ad-network space, including how they differentiate themselves through targeting; the ever-growing privacy concerns that come with that; the rise of more sophisticated measurement; and the newest wrinkle in the space -- ad exchanges. But first, a primer.
So Much Info, so Much to Test Out
In a Roundtable Discussion, Planners, Buyers Quibble About Transparency, Optimization, Contextual Targeting and Future Consolidation of Ad Networks
When it comes to buyers' wishes for ad networks, transparency rules the day -- but not just in terms of the obvious desire to know all sites on which ads appear. Advertising Age's Digital Editor Abbey Klaassen gathered a roundtable of network buying and planning experts to talk about wish lists, worries and what they think of the approved Google-DoubleClick deal.
Top Sellers Have a Say
Spanfeller, Naylor, Horan, McLeod Shed Insights on Dealing With Ad Networks
Ad Age asked publishers for their points of view on ad networks -- if and how they work with existing networks to sell inventory and why some are launching networks of their own.
About That Whole 'Pork Bellies' Line ...
Martha Stewart's Millard Explains Her Warning Against Aggregating Content Just for the Sake of Volume
Martha Stewart Living Omnimedia's president, Wenda Harris Millard, addressed the state of the industry at the Interactive Advertising Bureau's annual meeting in late February. Among other things, she warned the 400 attendees that we must "not trade our assets like pork bellies." That comment has since become both rallying cry and refrain in a discussion about the role of ad networks, exchanges and publishers in the online-ad industry.
Website Traffic: Why Can't We All Agree?
Too Many Sites, Multiple Measuring Services and Consumers Who Routinely Dump Their Cookies Make a Hybrid Approach the Best Bet
A crisis of rising expectations is hitting digital media: The ability to track consumer traffic and behavior seems unmatched, but the results vary depending on who's measuring -- a website's internal servers, Nielsen Online, ComScore Media Metrix or Hitwise, not to mention newer services such as Quantcast and Compete. Here's the lowdown on the important issues.
Contextual Targeting Boosts Loyal Following
As Ad Networks Grow Their Inventory of Like-Minded Websites Into Key Categories, Marketers Can Throw Wider Net or Drill Down to Tight Focus
Same ad, three placements, different results. That's why online ad targeting matters.
New Metrics Give 'Credit Where Due'
Embedded Code Leaves an 'Advertising Diary'; Ultimately the Process Will Consider Other, Offline Media Resulting in Consumer Purchases
The online ad industry grew up around a "last ad" measurement model, which meant the credit for a consumer conversion went to the last ad a consumer clicked or viewed before the conversion. A byproduct of that was the ads a consumer saw leading up to that "last ad" were deemed worthless. New success metrics take a more holistic look at all the ads a consumer encounters along the path to conversion.
Everybody Into the Pool
As We Plunge Into Ad Networks and Exchanges, Let's Remember It's Creative, Not Algoritms, Drives the Business
There's something about all the targeting and buying efficiency talk that gives me, a creative, hope: We can learn in real time how desired customers respond to certain ideas and executions.
Ad Exchanges See a Premium-Level Future
Ad Networks Try to Climb From Bargain Basement to the Penthouse
Google, with its vast AdWords marketplace that matches search queries with keyword ads, has demonstrated to the world the value of extracting every last ounce of efficiency out of web advertising. Now ad exchanges are following suit, hoping to do the same for display ads.
Want to Target Online? You Better Build Trust
Behavioral Information Makes for More Effective Ads, but Amid Facebook Glitches and FTC Guidelines, Even Google Is Calling for Privacy Legislation
Privacy issues aren't new. Marketers, retailers and agencies have encountered privacy concerns for decades by analyzing oceans of consumer data. But moment-by-moment tracking of web surfers garners attention and opposition no ordinary database ever did. As behavioral targeting touches more and more online marketing campaigns, marketers had best find ways to secure consumer privacy or face the possibilities of irate shoppers, adverse press and government regulation.
Merging Acquisitions Into AOL Ad Network
It's up to Lynda Clarizio to Integrate $1 Billion Worth of Technologies Into Platform A
The key to proving AOL's importance as an advertising company lies in a 6-month-old division called Platform A, composed of seven ad-network and technology companies AOL has amalgamated from more than $1 billion worth of acquisitions. It won't be an easy job, but Lynda Clarizio is moving quickly.
Lead-Generation Winds Through Privacy Issues
With Segment Growing at a Rapid Clip, IAB Tries to Establish Some Ground Rules
The fast-growing field of lead generation has attracted advertisers, new entrants and, occasionally, rogue players. That's why the Interactive Advertising Bureau crafted a list of best practices. Gayle Guzzardo, senior VP at Q Interactive, led the charge and took time to talk to Ad Age's William Hupp about how to use lead generation and other key issues.
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