NONE: Re: ONLINE-ADS>>The future of ad networks
Re: ONLINE-ADS>>The future of ad networks
Ivan Weltman (egben_at_dockside.co.za)
Tue, 15 Apr 1997 17:35:34 +2000
Mark J. Welch wrote:
> I have put together a brief essay or outline on what I believe will be
> "the future of ad networks" and posted it online....
>I would appreciate any feedback, comments, or suggestions.
Sorry Mark, it reads like a politician or lawyer - states the
obvious, misses what's important, lots of words, but little
substance.
1. Demographic Information.
How about Doubleclick's DART - available to anyone under license?
Have you examined it? Do you know what it does and how it works?
Gleaning demographics from a registration process is worse than
useless. Few sites will be prepared to cut down traffic by making it
a condition of entry, and if it's voluntary those with plenty of time
on their hands might fill it in and busy people won't - so results
are biased.
2. Content Targeting.
You don't mention BurstMedia who allow separate codes for sets of
pages with associated content. Indeed, you don't mention Burst at
all, a network which works for affiliates and advertisers alike.
3. Media Information.
For years advertisers worked with two conflicting syndicated media
research suppliers - Simmons and TGI. Due to differences in
methodology they produced conflicting information. Both research
designs were valid and replicable.
There's more ways than one of skinning a cat - for e.g. the Black
Box method. Measure what goes in and measure what comes out, and
don't worry overmuch about what happens inside the box.
4. General.
The coming and going of web advertising networks is natural and
healthy. In the 1920s there were 5000 car manufacturers, 1500 in the
US. That dropped at one time to 20, 3 in the US. There are a few more
today, but not that many. Long live market forces and the survival of
the fittest.
Web advertising is a drop in the advertising ocean - for most
advertisers a toe-dip to measure the water temperature. There's lots
of room for controlled experiments, judgement calls, and measurement
using established tracking studies. Much of the measurement load must
fall on advertisers, some on the networks, some on the big
publishers.
Ivan Weltman
TUDOGS: The Ultimate Directory Of Gratis Software.
http://www.tudogs.com
