Advertising Online, Reactionary with Insight: Recent Comments

Comment on Behavioral Targeting, What Ethics?

Susan — Thu, 13 Nov 2008 21:56:16 GMT

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Susan

http://www.car-insurance-choices.com

Comment on Lead Gen 2.0: The New Opportunity and More if You Follow-Through

Low Cost Lead Generation — Wed, 20 Aug 2008 05:44:21 GMT

Web 2.0 tools have the promise to greatly reduce the cost of B2B business development, where applications are built around individuals, marketing is done one-to-one as people share information with one another or find it through aggregators, referrals, and search. Groups are out. Email blasts are out. Traditional direct marketing is out. What we need to do it tap their existing networks by creating information they need and want to share. Find the influencers and hubs and integrate into their networks.

Comment on About Me

Herman — Tue, 22 Apr 2008 21:39:26 GMT

Nice:)

Comment on More on the FTC Complaint – They Don’t Even Know What Behavioral Targeting Really Is!

Kevin — Sun, 03 Feb 2008 10:51:36 GMT

Great articles! Regarding IP numbers: What you say is largely true, but I was looking thru logs on a very localized site of mine recently and found a guy's name! Yes, we advertisers need to track results, but ya gotta admit that it's probably trivial for the ISPs to sell the list of WHEN you had that particular IP number.

Comment on Google Tests Pay-Per-Action Ads

Mauro — Sun, 04 Nov 2007 07:01:22 GMT

Is it out of the test period right now?

Comment on Disintermediating Ad Exchanges, Publisher Ad Auctions

Andy — Fri, 18 May 2007 14:18:54 GMT

This is perhaps a naive question from an industry outsider. But why would a network make its content inventory available to an exchange? I thought that publishers joined the network for free, and advertisers paid -- kind of like women getting into bars for free and men paying a cover? So, under my line of thinking, all of the content on an exchange would be put up directly by the publisher.

Comment on How to Conquer an Inventory Crisis Lacks Advice

Eric Porres — Tue, 17 Apr 2007 19:34:14 GMT

I just came across your post about my In Focus piece (sorry...wife gave birth to our second child in early April and it's been a zoo on either end of that date). As it was my first In Focus article I was given some direction to write a broader (rather than deeper) article that would appeal to a wider audience...think a 101/102 course rather than a sr course or graduate seminar. You're right that I could have added some more meat to some of the topics that I did cover and that I also spent little if any time on certain topics (e.g. search) that likely warranted some discussion within the overall context of the uber-topic. Thank you as well for the rephrasing in better terms what I meant by “To be fair, the dilution of context when weighed in the balance of media efficiency may not justify the exercise, but in the end, we're really interested in the behavior of our prospects.”

I will take your comments above into consideration when I next have an opportunity to write an article!

Eric Porres

Comment on Get More with No-Cost Ad Serving, Maybe for Publishers

Bennett Zucker — Mon, 19 Feb 2007 11:45:03 GMT

Ari, Hard to find anything to disagree with here. My key point, which you re-emphasized several times here, is that the game is over for anyone who thinks that the mere serving of ads and reporting of impressions and clicks defines a valuable service. You correctly point out many ways that smart companies can add real value to plain vanilla ad serving that make the service extremely valuable. And it's certainly truer on the advertiser side today than on the pub side. Thanks very much for the analysis and the dialogue.

Comment on This I believe

Ari — Mon, 12 Feb 2007 07:17:58 GMT

Excellent points Bennett.

I guess I don't a network's ability to re-target from the definition but thank you for pointing that out.

Networks do offer different flavors of targeting capabilities including what you have described with regard to integrating a clients customer data, but that requires some synchronization between the clients data and he third party network's cookie. The transfer of data opens up a host of issues:

(1) to client must first completely anonymous the data (SOX)

(2) the network must offer a synchronization process that is streamlined and not incrementally expensive or otherwise making the entire initiative not cost effective

(3) the synchronization of data makes the entire process historic, so the targeting can never be in real-time, meaning that the client can't change the cookie values and have that automatically change the targeting sequences like they can do with first party ad serving.

(4) all of the performance data that is generated through the ad serving is tied to the third party cookie, which means that the vendor has control over that the data and the advertiser does not have usable access to their own data without paying for or otherwise gaining access to the data from the vendor. The vendor gate-keeps access to the performance data.

(5) ad serving performance data written to the cookie is not usable to the advertiser in real-time, i.e., by a site-side analytics platform when a user lands on the advertiser's web page. It can only be taken in historically and again through a laborious synchronization process ($$$).

But you introduce some other lines of thinking here for me to be pondering, regarding RM. I addressed them in my next blog entry. But I do recognize that with RM, the ad serving is facilitated by you. I would definitely be interested in seeing how TruEffect's DirectServe capability could be integrated, or even just applied on your platform.

Thanks for reading and for contributing!

Comment on Right Media Offers the Private Label Publisher Auction Tool I Am Looking For

Bennett Zucker — Mon, 12 Feb 2007 06:52:15 GMT

Ari, Many thanks for writing up our conversation. Just to be clear about networks: You're correct that publishers can use the white label solution, or participate on the broader Right Media Exchange, without using networks. As a practical matter, however, every publisher we work with invites networks to compete for their inventory along with their direct advertisers. Think about it: This gives you more advertisers competing for your inventory; network ads run on your site only when their bids (net of any revenue share) beat your direct advertisers. Bennett