Re: Ouch! - From 60% to 40%

From: Brad Jensen <brad_at_elstore.com>
Date: Tue 23 Jan 2001 12:58:04 -0500

What we need is an ad banner ebay, where oyu can list
your site inventory and your target market, then people
bid on you.

The problem is trust of course. I say my site is all
left-handed sheep shearers, but it's really
right-handed cow cuddlers. So I sell you ad impressions
at a high CPM that do you no good at all.

One answer is pay-per-click, where both sides are
rooting for the same results.

The best idea is the one I already mentioned. I'll do
it if someone who has diverse banner inventory will
team with me. It's the intelligent ad banner network,
where the ads are placed on either catagorized or
general sites, then the ad server software itself picks
which sites to roll the ad out on, based on the dynamic
response.

The benefit to the advertisers is higher targeted
response, since we should assume (I think) that sites
with a higher clickthru rate have more targeted viewers
(that might not necessarily be so, by the way, but on
the average I think it should be.)

The benefit to the ad space sellers is that they get
the highest possible (if the algorithm is well done)
clickthru based sales.

Of course you want bigger sites, and cost per click ads
are generally on smaller sites, but there is a lot of
unsold inventory out there (of space). So you could
experiment with a two-tier system, and offer your space
sellers the option of using their unsold space on a
cost-per-click trial.

Hey maybe this is patentable. I claim it!

Brad Jensen





Received on Tue Jan 23 2001 - 11:58:04 CST