| On Tuesday, Google announced the wider rollout of their beta Pay-Per-Action advertising program, originally launched on a limited based in June 2006. Available only in the United States, CPA on Google will enable AdSense publishers to choose from a selection of ads and will have more flexibility in promoting the ads, according to Google. Pay-per-action advertising is a new pricing model for Google that will allow advertisers to pay only for completed actions that such as a lead, a sale or a page view after a user has clicked on an ad. Over the last couple of weeks, Google has been taking incremental, but significant steps towards engaging advertisers with programs that recognize their need to be more flexible and receptive to the demands of the market. So what’s next. Are they going to step up and answer the industry’s other calls? Do they recognize the onslaught of media dollars waiting to flow in with the addition of… |
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| Posted by Ari Kaufman at | | | |
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| Ted Shergalis is chief product officer and founder of [x+1], and he contributed Marketing Groups: Closing the Great Divide to iMediaConnection this morning. What concerns me is the generalization with which he describes the silo organizational structure between his clients’ external marketing (media buying and advertising) and customer marketing (web site management, etc.). Not only does Ted confirm that the teams working on these two functions are usually physically separated but so too are the technologies that they use. Is that to suggest that the heads of marketing in those organizations are failing in their coordination of these two groups? Or is this about integrating two kinds of technologies together that are already in place? Ted has some ideas and so do I … but are we on the same page…? |
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| Posted by Ari Kaufman at | | | |
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| Yesterday, the IAB presented congress with an appeal to reconsider "spyware" legislation that would potentially hinder e-commerce and information exchange online. Dave Morgan, who is the founder and chairman of TACODA and chairman of the IAB Public Policy Council was quoted by Online Media Daily as telling congress that “…the proposed "Spyware" legislation could curtail consumer choice and hinder a key economic engine to Web growth.” The IAB has hired lobbyist Mike Zaneis, a guy with moxy and the experience to gain influence in congress on the difference between beneficial technologies and malicious ones. But where are the first party cookie beneficiaries in all of this...? |
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| Posted by Ari Kaufman at | | | |
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| Eric Porres is a partner with Underscore Marketing and he wrote a 6-page In-Focus piece in iMediaConnection today about behavioral targeting entitled: “ How to Conquer an Inventory Crisis.” Eric is a media guy and he knows the space pretty well, moreover he is a BT guy and has made some contributions to the industry on the topic in the past. But this time around where you would hope for some meaty substance and take-away advice, Eric comes up a bit short. Reactionary with Insight... |
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| Posted by Ari Kaufman at | | | |
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| Michael Rosenberg has provided us with a good foundation to use for evaluating and selecting lead generation partners in his Lead Gen 2.0: The New Opportunity from MediaPost’s Performance Insider. Michael illustrates some fundamental requirements that we should be demanding from a solid lead generation partner including: (1) 24/7 real-time reporting (2) Access to multiple verticals (3) Access to and ability to leverage “your” customer once you acquire them (4) Low transaction costs But when you work with a lead generation ... |
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| Posted by Ari Kaufman at | | | |
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| A non-so-funny thing that is going goes on at advertisers, people don’t always take the time to look within and understand how other people do their jobs to figure out how to best work together. “Am I doing my job the best way I can? Is she doing things that I can learn from to improve how I work? God-forbid I expose my bad habits to someone.” Peers seem to fail to look over their shoulders to see how each other do their respective roles. Everyone wants to look competent. Comparing yourself to someone to see whether you are doing something well or efficiently seems to be a sign of weakness. More so, exposing your processes to your manager for scrutiny or comparison or for suggestive advice is like going to the urologist or gynecologist, it can result in the most humiliating examination. This is not about reduction in workforce. It’s about having the right people doing the right work the same way. Fostering an environment within which people feel comfortable to collaborate and interact is half the battle. Cross-product training empowers people to feel like they not only understand the rest of the company they work for but that they can represent it. The one-on-one meeting should not be a manager asking the employee “what can I do for you?” it should be “here are things I can do to help you improve…” |
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| Posted by Ari Kaufman at | | | |
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| Go-Bennett Zucker, a great article on Three Steps to Targeting Nirvana wherein he defines behavioral targeting today and outlines three requirements - an open marketplace, an open technology platform and what he characterizes as ‘an open mind.’ But what he is missing are two more requirements - ad serving that agnostically re-targets with BT and ad serving that Integrates. Bennett does a good job of convincing us that behavioral targeting should be advertiser-managed and not managed by publishers. Auction-derived inventory allows for the hand-picking of exposure, but not necessarily when the inventory is all network-derived. Let’s look at other technologies that Bennett missed which can help us calibrate a targeting weapon that will shoot the ducks in the barrel that a Right Media or AdBrite can provide… |
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| Posted by Ari Kaufman at | | | |
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| As I sit on a plane tonight, I look around and think to myself about all of the people with me. I think about the things they are doing to occupy themselves and the places that they will go after the plane arrives. What are their behavioral types? How will this flight impact their behavior when they get off? There are three kinds of people on this plane and they are being bombarded with targeted ads the entire time they are onboard. Is it effective? What about when they get off the plane? Any impact? What if you could know that they had just gotten off of a plane and could distinguish them as a recent traveler while advertising online? You could target people with relevant ads anywhere across the web based on the fact that they had just visited at least two airports, sat on a plane, breathed re-circulated air, dealt with delays, cabs, parking lots, traffic jams, deadlines, hotels and the pressures and annoyances of travel. Anyone of those experiences can be used for behavioral targeting over the next 12 to 24 hours with a HUGE possibility of advertisements… |
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| Posted by Ari Kaufman at | | | |
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| Why do I link to John Chow dot com? There are many blogs that I follow. Tom Hespos, Brad Berens and John Chow dot com just to name a few. John’s blog covers a million different topics pertaining to technology, and he is a full-time blogger. It would seem that he makes his living running his blog at this point and he is prolific in sharing with people how he does it. But he also gets access to a lot of beta tools and information that would not otherwise be out on the so quickly. If you’re looking for a site that is off-color a bit but where you will also find good dirt on Google, Microsoft and... |
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| Posted by Ari Kaufman at | | | |
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| [x+1]'s VP of product development, Howard Fiderer explains how to make consumer data actionable so that you can tailor users' experiences. For those of you who are unfamiliar with the company, [x+1] is the former Poindexter. Poindexter raised an eight-figure round of private financing in March of 2005 and used the funds to re-define. The conversion from Poindexter to [x+1] was incredibly intelligent because it was a migration toward their core competency. Poindexter’s was not a tier-one ad server in the market. For example, their reporting capabilities were commonly considered to be sub-par. People are not going to change ad servers to adapt to targeting using actionable user data. But they will engage with a company focused on site-side targeting if it improve ROI. Even better to enable integration with other ad servers to stay in the game… |
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| Posted by Ari Kaufman at | | | |
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