NONE: ONLINE-ADS>> Is targeting a bad thing when everyone does it??
ONLINE-ADS>> Is targeting a bad thing when everyone does it??
richard_at_tenagra.com
Wed, 27 May 1998 07:24:57 -0500 (CDT)
Many of you wrote in response to the thread "The math just doesn't
work...Or does it?" that targeting is certainly a way to squeeze more ad
revenue out of a site. This is a good opportunity to spin off thread about
targeting.
Keith Pieper of Matchlogic planted this seed in my head to me at
_at_d.Tech.Chicago:
If everyone is picking only the "targeted" impressions, what is the
leftover stuff worth? Does it have any value at all?
For example, I'm doing a buy on an ad network for a client right now where
we are targeting based on operating system. As these impressions fly
through the ether, I'm picking out just the ones labeled "Win 95." So in
essence, I'm diluting the pool of available impressions for everyone else
on this network by cherry picking only the "Win 95" ones.
Moreover, how does my cherry picking affect other people's banner
performance? Will banners running concurrently have depressed performance
levels because that bastard Richard Hoy is getting first pick of the
impressions he wants?
Obviously just me doing it has an negligible affect on a large network. But
what if several hundred people are doing it? Or even just one shmuck making
an extremely large buy? Are we each going to have to go further in our
targeting efforts to assure we don't get the leftover crap? If so, won't
that dynamic naturally drive up CPMs?
Comments? (Any ad networks out there brave enough to get into this debate? ;->)
richard
--------------------------------------------------------
richard hoy
moderator, online advertising discussion list
vice president, marketing and client promotions
the tenagra corporation
http://www.tenagra.com/
p: 281.480.6300 | f: 281.480.7715 | e: rhoy_at_tenagra.com
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