Get the Most Out of Your Ad Network

first_imgDon’t Limit Yourself to One NetworkTo maximize results, publishers should consider working with multiple networks, says Derek Reisfield, chairman of BBN Networks Inc., a b-to-b ad network. “Some ad networks really approach it like moving volumes of inventory and see it as a commodity and not differentiated,” he adds. The less differentiated it is, the easier it sells, but at a lower price. “Some networks can package your inventory in a way that’s not a premium you get by selling directly, but at a premium to commodity type in the marketplace,” adds Reisfield. “You can get fairly good rates out of that, but it’s harder to sell volume so you probably need to build multiple layers of ad networks to maximize how you will serve those ads.”It’s also important to learn as much about where the ads will be served, as this has led to various problems across the industry. Some networks provide a reach of 400 to 500 sites, which can be valuable to advertisers looking to reach a mass audience. Others are on the smaller scale and provide exclusivity.CPMs vary wildly in the ad network arena. They can be as low as a few dollars and upwards from there. Complex Media’s CPMs start at $15 and go up depending on whether there are rich media units or other factors, Antoniello says. Some of BBN’s products have rates well in excess of three figures, according to Reisfield. Use It or Lose ItPublishers have to realize that an unused ad impression is a perishable asset. “As soon as that impression is served—if it’s not served with a purpose—it’s gone,” Reisfield says. “It’s like an airline seat—if you don’t board the plane, it’s gone. You may decide you don’t want to sell at x price, but that’s an asset and you need to do something with it.”There are several things a publisher can do to manage ad inventory that goes beyond just setting a price, Reisfield says, sticking with the airline analogy. “What the airlines do is very sophisticated at this point,” he says. “When you start understanding the different levers they can pull, you think about business in a different way.” Like airlines, publishers can boost inventory at times of peak demand, by increasing the number of impressions generated and increasing the CPM.What To AvoidThere are some potential pitfalls to avoid when choosing to participate in an ad network too. “Ad networks arbitrage inventory and data and compete head-to-head with your own direct sales efforts against the same client lists,” says Kirk McDonald, president of Time Inc. Digital. McDonald launched and oversees Time Axcess, a branded network solution offered by Time Inc.McDonald says some of the deals out there are flat-out bad for business. “For less sophisticated buys, that don’t put value on the brand associations and audience context, ad networks can seem like a good deal,” he says. “These buyers are missing the appreciation of audience in context and the emotive value inherent in advertising. This trend to push algorithms to answer complex media placement questions drives commoditization in digital display media. This is bad for publishers today and eventually bad for buyers tomorrow.”McDonald’s solution is to highlight the complementary relationship between the buying based on audiences and the buying based on placement and sponsorships. “It’s not an ‘either/or’, it is an ‘and’,” he says, “and publishers can and should provide both to their valued clients.”SIDEBARSemantic Ad TargetingThe new trend in online advertising is semantic targeting, which uses technology to understand in a broad and deep way the meaning and sentiment of text, according to James Oppenheim, chief marketing officer of tech firm Peer39, a specialist in this field. “We can go to a page of text and understand what the page is about on a very high level,” he says.The key to semantic targeting revolves around the basic principle that advertising does better when a message of advertising is in harmony with the content of the page. Oppenheim compares semantic targeting to contextual targeting, which he says is key-word-driven and -based, and therefore, limited. “Everyone has seen ads that have funny adjacencies,” he says, noting golf ads surrounding the Tiger Woods scandal, for example. “All of these challenges in the contextual arena negatively affect ad results. When advertisers have less than good results because of this, it drives CPMs down. You don’t have advertisers spending more for poorly targeted ads.” Oppenheim says semantically targeted ads command higher CPMs, have greater reach and deliver higher results. The ad network space is a confusing marketplace these days. While there’s much talk about the decline of ad networks and some are outright closing shop—Yahoo! recently shuttered its small-publisher ad network—still others are thriving. Now more than ever, publishers have to know how to maximize opportunities and avoid the pratfalls in this space.Ad networks are still a good choice for publishers looking to attract larger advertisers. They provide reach and scale that simply may not be attainable by the traditional means of a direct sale, especially for those looking to go beyond endemic categories. When getting started, ask to speak with four or five publishers involved in the ad network to gauge their experience, says Rich Antoniello, CEO of Complex Media, which has 39 publishers in its network. “If the network won’t provide that, don’t work with them,” he says. It’s also important to know which companies are involved in the network. “What other brands do you want to be rubbing shoulders with?” says Antoniello. “Other sites in the network will be representative of the quality and the way people will evaluate you.” Transparency in this space is critical and Antoniello warns against choosing a partner that is foremost a technology firm outsourcing the creative content.last_img read more

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Can you stay in power if world leaders want

first_imgBangladesh Nationalist Party secretary general Mirza Fakhrul Islam Alamgir. File PhotoBNP secretary general Mirza Fakhrul Islam Alamgir on Friday said that ignoring the expectation of the people ,nothing can be imposed forcibly.“Much has taken place and enough is enough. Of course, everything has to be done in accordance with the expectation of the people,” Fakhrul told a meeting in the city.Bangladesh Sammilita Peshajibi Parishad, a platform of professional bodies, organised it at Shaheed AKM Siddque Hall in the capital’ s Supreme Court protesting against the false and fictitious cases against the Bangladesh Nationalist Party leaders including BNP chairperson Khaleda Zia and acting chairperson Tarique Rahman.At a press conference at Ganabhaban on Wednesday, prime minister Sheikh Hasina said she held meetings with world leaders during the UN general assembly in New York. “The world leaders want to see me in power again,” the prime minister claimed.”Is it possible to stay in power for long if the world leaders want it, but the people of the country don’t?” Fakhrul asked.Mirza Fakhrul urged the prime minister to think positively and facilitate the people to cast their votes by arranging a free and fair election.”Free Khaleda Zia. If you don’t release her, the crisis will emerge in the country that you won’t be able to tackle it,” the BNP leader warned.”Why are you afraid of BNP and the people? Why don’t you want to give a fair election?” Fakhrul asked referring to the prime minister.You have learnt that your popularity has plunged to zero, he observed.He alleged that the ruling Awami League is totally isolated from the people.UNB adds: BNP on Friday alleged that the government is conspiring to hurriedly complete the trial in the cases filed against BNP top leaders ahead of the national election.”There’s no rule of law in the country. We’ve seen what happened to our madam (Khaleda). The same thing is happening regarding the cases filed against our acting chairman Tarique Rahman,” said BNP Mirza Fakhrul Islam Alamgir.He further said, “Three dates are being fixed in a week for hearing cases against our standing committee members to expedite the trial proceedings. It means they (govt) are trying to settle everything before the election.”About the national unity, he expressed the hope that they will be able to ensure the fall of the current government by forging the national unity.”We all are trying together to overcome the current situation. We’re working to remove the current dangerous, fascist and despotic government to create a national unity as per the call made by our chairperson Khaleda Zia.”Fakhrul called upon people from all walks of life, including the professionals, to get united for launching a movement to save the country and its independence and sovereignty.last_img read more

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Watch Facebooks F8 Conference Here

first_img Popular on Variety The Facebook Developers Conference (a.k.a F8) kicked off on Tuesday, Apr. 30 in San Jose, Calif. with a keynote from CEO Mark Zuckerberg, and people can watch it live in the player below. It’s also available on Facebook or on the Oculus App.This is Facebook’s tenth F8 conference. It began in 2007 as an 8-hour hackathon (hence the name), but it’s since evolved into a 2-day event for developers, creators, and entrepreneurs who use the social media platform. The conference features deep-dive sessions, product demos, and more.The Oculus Rift S and the Oculus Quest are both shipping on May 21 and they’re now available for pre-order, Zuckerberg announced during his keynote. The Rift S is an upgrade to Facebook’s flagship VR headset. It features improved optics and a higher resolution display. The Oculus Quest, meanwhile, is a standalone device powered by a Qualcomm Snapdragon 835 chipset and 4GB of RAM. It comes in a 64GB version for $399 and a 128GB version for $499.Zuckerberg also touted the platform’s new “privacy-focused vision” less than a week after Facebook executives said during an earnings release the company expects to pay as much as $5 billion to settle an ongoing FTC investigation into its privacy practices. He unveiled a dedicated desktop Facebook app along with an updated Messenger app. Both feature built-in encryption. He also announced an updated Facebook app with a cleaner look. It rolls out today. ×Actors Reveal Their Favorite Disney PrincessesSeveral actors, like Daisy Ridley, Awkwafina, Jeff Goldblum and Gina Rodriguez, reveal their favorite Disney princesses. Rapunzel, Mulan, Ariel,Tiana, Sleeping Beauty and Jasmine all got some love from the Disney stars.More VideosVolume 0%Press shift question mark to access a list of keyboard shortcutsKeyboard Shortcutsplay/pauseincrease volumedecrease volumeseek forwardsseek backwardstoggle captionstoggle fullscreenmute/unmuteseek to %SPACE↑↓→←cfm0-9Next UpJennifer Lopez Shares How She Became a Mogul04:350.5x1x1.25×1.5x2xLive00:0002:1502:15last_img read more

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Track Your Tweets

first_img Free Workshop | August 28: Get Better Engagement and Build Trust With Customers Now Enroll Now for Free July 9, 2009 Immaturity of business models and metrics and ROI questions surrounding social media are making Twitter cumbersome to use for many small businesses, but change is coming as more startups are building Twitter into their business models; meanwhile, Twitter metrics and tracking have also been rapidly evolving. New metric tools such as Twitoaster and ViralHeat are constantly being released to track Twitter’s effect on sales and marketing.Twitter is the easiest form of social media to track, due to its open interface and data. Any kind of actionable data is worth tracking. For example, business owners can start by tracking how many followers they have at any one time, how many times their posts were shared and how many replies they got. They can also track more complex calculations such as how much their Twitter followers are worth. For example, Hillstrom’s Twitter Quality Score is calculated by dividing the number of followers by the number following, and a score of 1.5 or above demonstrates that a Twitter account is worth following and has quality information and offers for its followers.Next, track your sales or word-of-mouth mentions back to your Twitter account. Use a URL shortener, to track how often your content appears on Twitter, and tie it back to sales. For example, you can establish a shortened link to a specific promotion and track how many times it has been clicked on and shared, which is important in social media.Finally, to demonstrate the value of your Social Media campaigns to investors and the media, a business owner should track, at a minimum, the average number of weekly or monthly mentions of your business in social media of your business, the sentiment of business or brand mentions in social media and the percentage of your business or brand mentions by influentials within your industry. All three metrics work for any business, and are easy to track using buzz monitoring tools such as SM2 Techrigy .During a recession, budgets are slim and purchasing decisions are based on relationships and connections, right along with price. Now is the time to jump in and use Twitter and measure its effectiveness for your business. More Twitter Tips and Trends Opinions expressed by Entrepreneur contributors are their own. Can Twitter Really Help Your Small Business? Create a Twitter Following Your Twitter Toolbox The news is slowly sinking in that Twitter can help small businesses succeed beyond answering customers’ questions, networking and providing education. Within a fairly short period of time, Twitter could permanently change how small businesses operate to include hyper-local marketing, advertising, financial information, customer service, data mining, product and service alerts and micropayments. 3 min read This hands-on workshop will give you the tools to authentically connect with an increasingly skeptical online audience. Take Advantage of Twitter last_img read more

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The One Certainty About the Future Is the Pace of Change Will

first_img Free Webinar | Sept. 9: The Entrepreneur’s Playbook for Going Global 4 min read Growing a business sometimes requires thinking outside the box. Register Now » Opinions expressed by Entrepreneur contributors are their own. A new generation with new way of doing business is now upon us. It’s the most rapid time of technological transformation ever, as far as information goes. The Chinese developed the printing press many centuries before Johannes Gutenberg created the European printing press within the middle of the 1400s and came out with his first Bibles. Few could afford these printed books made available by presses for an additional several centuries. In contrast, the adoption and invention of digital technologies by over a billion individuals around the world has happened in a couple of decades. In spite of this digital technology saturation in multiple cultures, no generation has yet to live from cradle to grave within the digital age.No major element of modern-day life is untouched by the method in which most of us currently utilize information technologies. For instance, business may be done over greater distances and more quickly, oftentimes with a lot less capital needed to start running. Politicians email constituents, provide video presentations to campaigns upon their websites and give volunteers sophisticated digital tools to organize events. Even religion now has been transformed: Pastors, priests, rabbis, imams, gurus and Buddhist monks reach their audiences through weblogs.With this generation on the scene, how are businesses going to be running for the next five years?Faster innovation.Successful businesses often are well-known for innovating, but a new addition to this might be how quickly you’re able to innovate. It’s because innovation oftentimes takes a big cost. Not all businesses, particularly the small-to-medium enterprises, are able to afford the cost. However, you can’t say “no” to innovation. According to Steve Jobs, if we don’t cannibalize our products, somebody else will. Therefore, you must innovate. Most importantly, you must innovate quicker to save money.Related: Act Now, Assess Later: One Company’s Real-Time TransformationTransparency.It might be a huge game changer within the coming years. Whether you’re planning your strategy for marketing or strategy for employee management, in 2015 and beyond, transparency must be provided the highest priory. The upcoming generation like to work with smart managers who are transparent and honest. Similarly, consumers want honesty and transparency.In 2015, real time data in marketing will out compete fictional stories. As it’ll come to engaging Gen Z workers born from 1994 to 2010, the ideal method of making things run smoothly includes making friends with them.Customer engagement.More and more businesses in 2015 and beyond will be open to feedback from their employees and customers. As an employer, you must understand that you can’t be right all the time. Likewise, as a marketer, you must listen to the consumers’ voice. As a matter of fact, requesting feedback might be a critical strategy for business for 2015 and beyond, according to the experts. Some businesses might utilize their digital marketing platforms, like email marketing and social media, to gain precious feedback from customers. Most importantly, companies must utilize this feedback to identify their drawbacks and then take the appropriate measures to rectify them.Related: Why Big Data Is Your Key to Beefing Up Customer EngagementDigital technology.More businesses are investing in digital technologies to improve profitability and productivity. Some more popular technologies include collaboration and virtual meeting technologies, data mining and analysis, private cloud, mobile application, public cloud infrastructure and data visualization.This trend will increase within the next year. With a boost in laptop and smartphone use, most employers are encouraging the concept of “bring your own device” (BYOD). Organizations will utilize mobile technology to engage and educate their customers, gather data about consumers, promote and sell services and products. The usage of analytics for various business functions, like making a strategy, managing risks, and marketing also is expected to further increase in the coming years.Lastly, with the skill gap widening, it might be challenging to find qualified and trained individuals for high profile jobs. Some companies, as a result, might think about working with colleges to develop new talents.Digital Natives will move marketplaces and transform global politics, education and industries. Changes they bring about while moving into the work place may have a positive effect upon the world in which we live. The digital revolution, by and large, already has made the world a better place. Digital Natives possess every opportunity of propelling society further ahead in many ways — if we allow them to.Related: Don’t Ignore the Cultural Perks Millennials Crave on the Job January 9, 2015last_img read more

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