I sat down (virtually) with Neera Shanker from Blockthrough in December. We discussed a few market trends like non-addressable audiences, privacy regulation and the platform giants (Apple and Google).
In this episode, I actually know wtf I’m talking about. It’s only my second attempt at guesting on a podcast. And the first time I really had the appropriate expertise on a subject.
Here I’m talking about ad-tech and how non-addressable audiences (no cookie IDs and such) are an important area of focus. Many online publishers are not giving this topic enough attention. If that kinda thing is interesting to you, or you just like hearing the sound of my voice, give it a listen.
Tune in to learn about how I got started in ad tech waaaaaay back in 1997. The internet was a different place back then. It’s striking to remember how a small operation could have a large impact.
Then you’ll hear about my work at Yieldmo, my day job. Hint: I really like my job. In my best radio voice I talk about my typical day, challenges I’m helping to overcome, and how we measure success.
Finally, I evangelize the need for non-addressable solutions in the market. It’s a big issue that will require investment (time and money) in order to future-proof the industry.
If you’d like to grab the podcast in your favorite app, jump over to buzzsprout for the links.
Rather than Small Business Advertising, I was going to title this post, “Eating your own dog food,” but I decided that a more descriptive title would get the benefit of SEO. I recently took on the task of advertising for my wife’s small business, here’s our story.
Leslie Smith MD
My wife’s acupuncture practice recently moved into a larger space; her patient capacity almost doubled overnight from one to two treatment rooms. I say “almost” because she’s still just one practitioner. With acupuncture, once the patient has been needled, they simply rest comfortably in pin-cushion mode. The practitioner doesn’t need to be in the room. That’s where my wife takes the opportunity to start treatment on a patient in room number two.
I took it upon myself to do some online advertising for her practice to fill up that second room as frequently as possible. Now, my wife is not your typical acupuncturist. She’s an herbalist, a holistic medicine practitioner and, most uniquely, an MD. One would think that her résumé would do the marketing for her. That’s not the case, obviously. We have to let people know just how fabulous she is. So, here’s the long story of how I used my background in advertising, my wits in video production and my fabulous wife’s personae to kick off her marketing push for the new office. Read more
This post is getting old and might not be as relevant today. If you are looking for information on Google’s Exchange Bidding program you might check out this question on Quora.
I am not clear if SSP send a impression to a ad exchange and get ad from it, and how it works? I know ad exchange send a request to DSP then DSP send back response. But how SSP work with adx? This question was asked on quora, below is my answer.
Luma creates two distinct categories. One for Exchanges and another for SSPs.
In its purest form an SSP would only send bid requests to DSPs. Google’s Ad Exchange actually behaves like an SSP in this regard. The Ad Exchange, however, does not behave like a DSP. It does not receive bids from SSPs, nor would it bid on them if it did. Ad Exchange receives inventory via a traditional ad request using an ad tag.
Online advertising has very few companies filling a single role, such as the role of SSP. Most SSPs are also in the yield optimization business. In cases where a yield optimization platform runs an impression through their SSP technology and doesn’t receive a bid that wins the impression, it’s possible that the impression may be sent to Google’s Ad Exchange via an ad tag redirect.
In some cases the publisher may even be responsible for such an occurrence. The publisher might have a pass-back tag set up with their SSP which, in the event that there’s no winning bid, redirects traffic back to the publishers adserver which, in turn, would redirect the impression to Google.
Google does have DSP technology, but it’s not AdEx. It acquired a DSP company called Invite Media in 2010.
Everyone recognizes that mobile advertising is a rapidly growing market. How fast is it growing? eMarketer has current year revenue estimates at $3.9 Billion. According to the Yankee Group mobile ad sales should nearly triple by 2016 to $10 Billion. I think this estimate is low given the acceleration in market growth we’ve experienced so far this year alone. Revised eMarketer numbers now indicate nearly 100% growth for 2012 over 2011. Further, eMarketer predicts that mobile will grow to over $23 Billion by 2016. This is much more consistent with Mary Meeker’s prediction of a $20 Billion mobile market.
Given this tremendous market opportunity, we have seen first-hand that numerous publishers are moving to mobile – building mobile applications, optimizing their web content and trying to figure out how to turn that mobile content into a dependable revenue stream. We are glad publishers are jumping in and are excited to be in the mobile space as well. However, we have also witnessed headwinds in this developing market and would like to use this blog to help publishers address these challenges.
The mobile display advertising space has some distinct challenges that fly in the face of the status quo of online display. These challenges conspire to make it more difficult for publishers to advertise across their mobile inventory. A primary complication is that there are three major operating systems (plus Blackberry), each with subtle differences that require research and technology to overcome. Let’s explore how each of these platforms differ.
Apple’s iPhones do not support Flash and ship with third party cookies disabled by default. The lack of Flash strongly affects the user experience and the ability to deliver Flash-based rich media creatives that render in online display (troublesome on iPad, where standard display ads are typically viewed with little loss of fidelity relative to their online counterparts). Additionally, the lack of third party cookies makes it difficult to perform simple audience targeting that we’ve grown accustomed to.
Microsoft’s Windows Phone 8 platform is touted as having twice as much HTML 5 support, but still lags behind Chrome (Android), Safari (iOS) and even Blackberry. We are hopeful that Windows Phone 8 will support HTML 5 to the point that publishers and advertisers can leverage the same mobile web ads across platforms. However, there is a possibility that a lack of full HTML 5 support will require custom ad units for this platform. On top of that, Windows Phone 8 may also ship with the new Do Not Track (DNT) flag turned on, severely limiting the ability for publishers to achieve higher rates through traditional tracking and targeting.
Google’s Android platform seems to be the most compliant to the needs of the industry. Android supports 3rd party cookies, DNT is disabled by default, device IDs are available in the app environment and it even supports Flash. Of course this all supports Google’s advertising business, but they’re nice enough to keep the platform open for a variety of complementary and competitive third parties. By creating an environment most closely resembling online display, Google has made it easier for publishers to incorporate Android to their mobile experiences.
Where does all of this fragmentation leave us? Many publishers have been successful in traversing this fragmented market. If you are new to mobile, it can be daunting to figure out where to start. A logical starting point is to figure out what mobile devices are most common among your audience and focus on building your mobile presence there (at least initially). That way you limit the number of challenges you have to deal with. Eventually you will have to accommodate users across a variety of devices and platforms, so working with a partner that is platform-agnostic is critical. Look for partners that have a history of ad serving across platforms and formats.
In this series of posts, I hope to help provide some insights to help publishers that are still trying to make sense of the market. What challenges do you face in mobile? What specifically would you like insight and tips on? Comment below and I’ll incorporate into the subsequent posts.
Tivo, you had it right. You were in the right place with a near perfect device. You were missing a DVD player and the Internet, but that’s about it. Honestly, you had me sold.
Apple, you’re making progress. You’ve got some of the Internet, all of my music and you almost negate the need for a DVD player. Let me back up a tic, none of you need a Blu-Ray player. The format may have won but I don’t have racks of Blu-Ray disks on my shelf, I’ve got DVDs.
Google, Sling, DLink (ha!), you’re not there either. None of you are, none of you will be until you get all these things right. Ready? Here we go.
The perfect device for my TV will do all of the following:
Replace my cable or satellite box
Play my DVDs and maybe my Blu-Ray disks
Have a web browser and support all web formats (yeah, even Flash Mr. Jobs)
Have a smart device (phone, tablet) as the remote
Sync with my music and movies on my computer
Have all DVR functionality
Allow me to copy my shows onto my computer or smart device (and maybe even let me pull the content remotely like Sling)