Re: European ad network

From: Sean Dillon <sean_at_telegraph.co.uk>
Date: Thu 16 May 2002 14:47:31 -0600

> With the current decreasing amount of European advertisers
> in US ad networks, I would like to know if someone knows,
> or has a list of any European ad networks?

Have you any stats/figures on this? For what it's worth I don't
recall booking a single US based company since I've been in this
job (aprox 4 years).


> I am currently able to geo-target visitors on IP, and based
> on that I think there's a lot more money to earn with doing
> a bit of your own geo-targetting than letting the avertisement
> agency geotarget for you (and experience their lack of ability
> to sell non-US advertisements) .

IP based geo-targetting is useless outside of the US.

Unlike the US there is no regular alloocation of IP Addresses based
upon physical location, the best you could do is to perhaps identify
ISPs by their own block allocation or ideally obtain registration
data.

Plus the use of proxy servers further diminishes any meaningful
data you may imply by IP address. I know of numerous companies who's
major gateway/POP is physically located in the US, which makes a
mockery of anyones saying they are able to pinpoint.

That said cable/ADSL penetration (oooer) is increasing throughout the
EU so it should, theoretically, start to become a little easier, but
certainly is no where near the level it is in the US.

I am regularly asked to exclude certain countries from campaigns but
our only effective way of doing this is using our user registration
details which we parse in our ad-tags to our NetGravity/Doublceclick
servers.

Personally I don't see the value in spending $40,000 on being able to
target US audiences better, considering most of our advertisers are
UK based (Amazon exlcuded obviously) though there may well be an
issue in saving inventory on excluding US traffic when it's a UK/EU
product being advertised.

Sean Dillon
Traffic Manager
www.telegraph.co.uk

e: sean_at_telegraph.co.uk
t: 020-7531-3236
f: 020-7538-7236

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Received on Thu May 16 2002 - 15:47:31 CDT