Re: Evaluating Third Party Ad Servers

From: Jim Meskauskas <jimm_at_Mediasmithinc.com>
Date: Mon 8 May 2000 12:15:36 -0700

InterAdnet seems to have a lot of advertising in the
industry pubs, but I've not heard of any major agencies
using them, yet.

AdKnowledge is Engage's. As is Flycast and Accipiter,
both of which will serve ads to pretty much any site.
Though a bit more on a CPM basis than some others, it
can be easily integrated with all of Engage's other
offerings, allowing for seamless runs of data from
impressions served to site profile data. Unbundled
solutions can also be explored.

Sabela is now owned by 24/7, integrated into their own
system. The actual product is now 24/7 Connect.
Feature-heavy, this system is good because it takes a
more commodified approach to ad serving: cost and
service is key.

Matchlogic is okay, but very very expensive. Really,
it's best for serving Enliven ad units, as both are
owned by Excite_at_Home.

AdForce is good, very much like DART (Doubleclick's ad
server). Used to be called Imgis.

DFA (Dart For Advertisers) is all right. I've probably
used this most of all. As with all ad servers, it
allows for centralized campaign management, post-click
activity analysis, and on-the-fly creative
optimization. Their upsell products don't work as well
as their sales force will tell you, but they are
getting there.

Advertising.com (formerly Teknosurf) is a new one on
the scene. Though I've not used it, the proposition is
good. Also looks at ad serving as a commodity: price
and service. They'll serve ads for $.10 CPMs if the
volume is there.

All of these can be licensed as regular 3rd party ad
servers, for use across all sites you wish to run your
client on.

Hope this is helpful.

Jim

Jim Meskauskas
Mediasmith
Media Manager
555 DeHaro, Suite 360
San Francisco, CA 94107
Land: 415-252-9339
Air: 510-499-6972
Fax: 415-252-9854
e: jimm_at_mediasmithinc.com




Received on Mon May 08 2000 - 14:15:36 CDT