Consider This: What’s the right amount of ad partners for me? (Part 2)

http://www.kindercrazeblog.com/2012/05/hands-on-measurement-freebie.html

Image Source: http://www.kindercrazeblog.com/2012/05/hands-on-measurement-freebie.html

In part 1 of this two part series, I discussed how the length of your ad stack can actually impact your discrepancy rates, drive competition and asked you to think about manageability.

Let’s dive in a little deeper. In part 2 I will go over:

User Impact
Long-Term vs. Short-Term
Building Relationships with Ad Partners
Testing New Ad Partners
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Consider This: What’s the right amount of ad partners for me? (Part 1)

http://www.exacttarget.com/blog/optimal-website-length-long-copy-vs-short-copy/

Image Source: http://www.exacttarget.com/blog/optimal-website-length-long-copy-vs-short-copy/

Does the number of ad partners in your demand stack impact performance? What are the pros and cons of a longer or shorter stack?

If you’ve ever asked yourself these questions, this post will outline some of the major points to consider when determining what size demand stack is right for you and your site.

This will be a two part series. In part 1, I will discuss:

Discrepancy
Driving Competition
Manageability

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What’s the Difference between Programmatic and RTB?

As a newbie, I’m still learning as I go. But one term StudyBreak Media so wisely made sure I was familiar with right away was programmatic. Why? Well, just do an online search for it and you’ll see. It’s a pretty hot topic; many consider it to be the future of digital advertising – that is here, right now.

At first, I had a really hard time understanding the difference between programmatic and real time bidding (RTB), a closely linked term. But as I started to research more and more, I realized I wasn’t alone. Nor was I alone in trying to learn what it all meant for digital advertising. Thank goodness.

So let’s break it down.

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Digital Advertising Terms and Definitions Glossary

General terms:

  • Ad tag – Typically served as javascript through a website’s ad server, an ad tag allows a website to communicate with an ad partner and serve an appropriate ad
  • Ad exchange – an ad partner that serves as a broker between a publisher and an advertiser. Ad exchanges use RTB technology to sell a publisher’s inventory in an auction-like manner. Typically, you can set a price floor within an ad exchange and you’ll receive a higher rate due to the auctioning process.
  • Ad network – an ad partner that serves as a middle man between a publisher and an advertiser. Typically, ad networks provide you with a static rate for your inventory that rarely fluctuates.
  • Auction Price Floor – This is the same idea as a standard price floor but in an auction or programmatic environment the floor serves as a minimum but can be exceeded by higher bidding. For example if you set your price floor at $1 you can still receives bids at $1.25 but not $.75.
  • Creative – You will often here this word used to refer to the actual images the advertising display

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How To Pitch Your Digital Media Solutions to Publishers

Working closely with a wide number of demand partners over the years, one thing I’m consistently asked is what’s the most effective way to communicate value with publishers? This is an answer everyone in the space is seeking, from the largest fish (Google) to the smallest specialty rep firms or SSPs. As you’re probably aware, there isn’t one definitive answer (outside of every publisher is different, which of course isn’t helpful). But, there are certainly some best practices and there are absolutely things you should avoid when trying to win a new publisher’s business. Here are some suggestions for best practices:
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How to effectively pitch your digital media (buy side) solution to publishers (sell side)

Working closely with a wide number of demand partners over the years, one thing I’m consistently asked is what’s the most effective way to communicate value with publishers? This is an answer everyone in the space is seeking from the largest fish (Google) to the smallest specialty rep firms or SSPs.

As you’re probably aware, there isn’t one definitive answer (outside of ever publisher is different, which of course isn’t helpful) but there are certainly some best practices and there are absolutely things you should avoid when trying to win a new publishers business. While not everyone can achieve this, there are certainly best practices to follow: Read More

What is rCPM and Why Does it Matter to Digital Advertising?

rCPM

One of the very first tasks I was given when I joined StudyBreak Media was to complete an introduction project which would familiarize me with some of the most commonly used terms in digital advertising. It was a great opportunity for me to build a strong foundation in digital advertising, but it also brought up a lot of questions.

One big question for me is, why isn’t more emphasis being placed on the rCPM metric? CPM and even eCPM can be found by a quick search no problem, but if you try searching for just the term “rCPM” well…I’m sure you’ve tried it. Not exactly what I was looking for. Now add the words “digital advertising” and at least we are in the right field, but not much better.

So, what’s the deal? Where are all the articles? I have no idea. But, I am going to do my best to help you out and give you at least one more option when you are trying to understand what exactly rCPM really is (pun intended – ha). Read More