Right Media is empowering advertisers with the ability to buy all of a publisher's inventory that is available on all of the networks that participate in the new Right Media Exchange Direct as opposed to just the inventory that is available through one network, as with Right Media’s traditional auction-based network. Its still an auction system, and there are two intermediaries between the seller and the buyer, two hands in the pan taking their respective piece of the pie. Why not remove the networks who are feeding the inventory to the auction model and let the publishers do it directly if it is working. Better yet, why not bring the auction model directly to the publisher and eliminate both players. Publishers are always looking for ways to increase revenue yield per impression. Cutting these two players out will make a difference…<< MORE >>

Liza Virissimo’s piece in iMediaConnection (http://www.imediaconnection.com/content/13476.asp) intros the role of a trafficker as someone “…who spends his or her days performing a monotonous role filled with mundane tasks, and who is condemned to a career of dull operational jobs.” The role of trafficker is probably the single biggest source of wasted time, resource and talent on the online advertising team. Recapture their time with good technology and the trafficker could become one of your greatest assets…<< MORE >>

Jamie Roche’s piece in today’s iMediaConnection, 3 Steps to Customized Landing Pages describes: “…how to customize your web site pages so that even when making a keyword buy of thousands, you still maximize conversions.” Offermatica is perfect for dynamic landing-page creation, content testing and accomplishing this process. But how about banner advertising? That’s right, we can combine technologies to create an holistic view about an arrival to the advertiser’s web site that can be reacted to in real time. Site-side content rendering can leverage the holistic acquisition marketing campaign – search, banner ads and email – to put the right product in front of the right person at the right time when they first come to your site and every time they return. So let’s talk about how the picture can be put together…<< MORE >>

Phil Leggiere interviewed Right Media’s director of Product Management, Alex Hooshmand and published the interview in the January 31st 2007 edition of MediaPost’s Behavioral Insider. At the end of the interview, Phil asked about the new frontier of Behavioral Targeting, what is coming next. Hooshmand’s response, “we now have several clients who are using post-search behavior to target banner or display ads.” Let’s get into that. So what are the options? AlmondNet, MSN AdCenter, Yahoo!, and more to talk about. Post-search behavior actually can be used to target display ads, both with event-based behavioral targeting and with customer re-targeting...<< MORE >>

It is amazing to me. Over the last two months, I have won more clients due to the competition providing poor customer service than for any other reason. My competitors seem to be falling short in this most basic area. But this seems to be a broader problem. Not only are vendors getting sloppy with regard to providing quality client service, but it is becoming acceptable...<< MORE >>

What is it about Google? Why do so many Publishers look at the contextual search space and throw up their hands and say, “here, you do it.” Why is that market so entirely dominated by the Goliath? But aren't publishers selling search advertising on their own? How much money is thrown over the fence to the networks? Contextual search revenue has been like free money for publishers. But there is money being left on the table. Technology exists for these publishers to be selling and managing their own search advertising. Publishers can direct-sell search to advertisers and retain a greater share of revenue and under-cut the rates of a Google ...<< MORE >>

Going further with Dave Morgan’s January 25th, 2007 article in Media Post, “When Will We Deliver On The Promise?” brings up the obligation of publishers. Smartbanner technology is one course of action. If more of the advertisers on web sites incorporated this kind of technology into their ads, the users would consider the ads to be more relevant and would pay more attention to them...<< MORE >>

In MediaPost’s Online Spin, Dave Morgan wrote When Will We Deliver On The Promise?. He discussed a question that he received while sitting on a panel at the DLD (Digital, Life, Design) conference in Munich. Walt Mossberg, personal technology columnist for The Wall Street Journal wanted to know: “When will the online advertising industry actually deliver on its outstanding promise of the last decade to present the right ad to the right person at the right time? Here is the response that I posted on Dave's blog...<< MORE >>

Here is an afterthought. In Tom Hespos’ article on Become an Ad-Serving Power User he described a painful dialogue between the MediaPlanner and the Webmaster regarding tagging a site. TruEffect has its patent-pending TruTags. These are tags that you put on an advertiser’s web page and you can use them to load other pixels through them so that when they fire, they will simultaneously fire other pixels...<< MORE >>

Become an Ad-Serving Power User does a great job in iMediaConnection today of painting an accurate picture of how few agencies take full advantage of their ad serving technologies. Tom focused on the training aspects of using your ad server. “All it takes is a minimal investment of time and perhaps some cash. Even if your ad management contract calls for some nominal fee for planners to attend advanced training sessions, the expense in time and money is well worth it.” There is something inherently more interesting about something that is relevant. If you are going to sit through training – especially if you are going to get charged for training – you should be getting more out of it than just knowledge. Your training experience should offer you the opportunity to... << MORE >>