NONE: ONLINE-ADS>> Controlling Content with Third-Party Ad Servers
ONLINE-ADS>> Controlling Content with Third-Party Ad Servers
Heidi Kay (hkay_at_flycast.com)
Mon, 24 Aug 1998 05:23:39 -0500 (CDT)
On Tue, 18 Aug 1998, Patrick Murphy wrote,
> ... publishers are legally responsible for
> the content of their publications, print
> or electronic. To allow advertisers to
> directly control, without review, a portion
> of their space would be to recklessly
> abdicate this responsibility. Since this
> undoubtedly will be an ongoing issue,
> perhaps it should be formally addressed
> in your discussion list.
Patrick,
Website control over ads is an important but largely neglected potential
pitfall with many third-party ad servers. At Flycast we recognize this
problem and, as the third-party server for numerous advertisers, have
developed several workarounds:
Our first line of defense is acting as an intermediary between the
advertisers and the websites. We are in frequent contact with both our
advertisers and websites to make sure that the goals of both parties are
aligned. In this manner, we bring advertisers and websites together to
develop content they both find acceptable. This is a good manual solution
when there is a relatively small number of sites that a particular
advertiser wishes to purchase.
Our second line of defense is an intelligent banner blocking solution we
have coded into our server. When registering with Flycast, our affiliate
websites create a Blocking Profile by toggling the categories, companies,
products, and, if desired, the specific banners they would like to block
from their site. Banners "blocked" in this manner never are displayed on the
site. Because every banner running on our network is a potential revenue
generator for every site, blocking banners is a necessary component of each
site's inventory maintenance. Banner blocking is a good automatic solution
for advertisers who wish to serve ads across our entire network of 500
sites.
Using these two techniques (one manual and one automatic), we strive provide
our partner websites customized control over who may advertise on their site
while at the same time delivering our advertisers the highest possible ROI.
Heidi Kay
Product Manager
Flycast Communications Corporation
181 Fremont Street, Suite 120
San Francisco, CA 94105
http://www.flycast.com
tel: 415-913-1568
fax: 415-977-1009
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