Comments on: The Exchanges’ Redesign of the Web http://www.adexchanger.com/agencies/the-exchanges-redesign-of-the-web/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Sam http://www.adexchanger.com/agencies/the-exchanges-redesign-of-the-web/#comment-1529 Sam Fri, 21 Aug 2009 21:00:20 +0000 http://www.adexchanger.com/?p=6047#comment-1529 While I understand your opinion regarding the retargeting, I don't fully agree. Retargeting is only creepy and mischievous when ad networks make it so. Part of what exchanges are doing is "opening the kimono," so to speak, so retargeting is more transparent and networks aren't able to get away with the less than honest practices that have become common place. None-the-less, the core of what I was getting at is that the experience for users is changing because the business model of how media is sold is changing. I think that premium inventory may stay premium and be sold in the same manner as it has been for a long time. What is interesting to see is how long tail inventory creation changes as direct response advertisers become more savvy in their buying. Appreciate the feedback and engagement from both you and Matt! -Sam While I understand your opinion regarding the retargeting, I don't fully agree. Retargeting is only creepy and mischievous when ad networks make it so. Part of what exchanges are doing is "opening the kimono," so to speak, so retargeting is more transparent and networks aren't able to get away with the less than honest practices that have become common place.

None-the-less, the core of what I was getting at is that the experience for users is changing because the business model of how media is sold is changing. I think that premium inventory may stay premium and be sold in the same manner as it has been for a long time. What is interesting to see is how long tail inventory creation changes as direct response advertisers become more savvy in their buying.

Appreciate the feedback and engagement from both you and Matt!

-Sam

]]> By: Jim Spanfeller http://www.adexchanger.com/agencies/the-exchanges-redesign-of-the-web/#comment-1521 Jim Spanfeller Fri, 21 Aug 2009 15:16:05 +0000 http://www.adexchanger.com/?p=6047#comment-1521 @Matt, What I am saying is that classic BT does not work. Retargeting does indeed work but it also has a fair degree of ...well...creepiness to it. And used unehtically can disrupt the trust levels that must exsist between buyers and sellers to have an efficient market. For example I am aware of several instants where an ad network has worked with a client to get potential customers into their purchase funnel...and then through pixeling of their clients web site has turned around and sold targeting to the clients competitors of the folks who abandoned the purchase funnel somewhere before complition. So fundementally they used the efforts and spending of one client for the benefits of another competitive client and to add salt to the wound my guess is that the initial client had no knowledge of this let alone any compensation. @Matt, What I am saying is that classic BT does not work. Retargeting does indeed work but it also has a fair degree of ...well...creepiness to it. And used unehtically can disrupt the trust levels that must exsist between buyers and sellers to have an efficient market. For example I am aware of several instants where an ad network has worked with a client to get potential customers into their purchase funnel...and then through pixeling of their clients web site has turned around and sold targeting to the clients competitors of the folks who abandoned the purchase funnel somewhere before complition. So fundementally they used the efforts and spending of one client for the benefits of another competitive client and to add salt to the wound my guess is that the initial client had no knowledge of this let alone any compensation.

]]> By: Matt Greitzer http://www.adexchanger.com/agencies/the-exchanges-redesign-of-the-web/#comment-1513 Matt Greitzer Fri, 21 Aug 2009 11:51:32 +0000 http://www.adexchanger.com/?p=6047#comment-1513 @Jim Spanfeller, sounds like you are saying targeting doesn't work. Interesting position. Google already proved the notion behind ad targeting is extremely effective, and extremely lucrative. Extensions of this, like Yahoo’s search retargeting product, are some of the most effective advertising you can buy, anywhere. The problem isn't that ad targeting doesn't work, it's that it hasn't been done well due to lack of sophistication on the buy-side, and lack of capabilities on the sell side. And while you are correct that DR advertisers will be first to the party, there is huge demand for this from branded advertisers as well - some are even building their own tech platforms to manage this. As for this comment, "at the end of the day the level of funds directed at any specific blog is not nearly enough to fund a full time salary plus web hosting costs," I'll let Ad Exchanger field that one. @Jim Spanfeller, sounds like you are saying targeting doesn't work. Interesting position. Google already proved the notion behind ad targeting is extremely effective, and extremely lucrative. Extensions of this, like Yahoo’s search retargeting product, are some of the most effective advertising you can buy, anywhere. The problem isn't that ad targeting doesn't work, it's that it hasn't been done well due to lack of sophistication on the buy-side, and lack of capabilities on the sell side. And while you are correct that DR advertisers will be first to the party, there is huge demand for this from branded advertisers as well - some are even building their own tech platforms to manage this.

As for this comment, "at the end of the day the level of funds directed at any specific blog is not nearly enough to fund a full time salary plus web hosting costs," I'll let Ad Exchanger field that one.

]]> By: Jim Spanfeller http://www.adexchanger.com/agencies/the-exchanges-redesign-of-the-web/#comment-1431 Jim Spanfeller Tue, 18 Aug 2009 17:59:52 +0000 http://www.adexchanger.com/?p=6047#comment-1431 This has long been the theory behind ad networks, exchanges and lately data echanges. The issue is of course, that in practice this theory does not work. Both from sites where registration is or at one point was required as well as in large BT practices that use past web behavoir and implied understanding from IP addresses. The idea that ad networks and now exchanges have pushed money into blogs is correct but at the end of the day the level of funds directed at any specific blog is not nearly enough to fund a full time salary plus web hosting costs. The core notion behind ad targeting is fundementally flawed for anything but direct response or put another way demand fulfillment. By definition demand creation is a much more messy occupation but is also a much more effective way to change mass perceptions. This has long been the theory behind ad networks, exchanges and lately data echanges. The issue is of course, that in practice this theory does not work. Both from sites where registration is or at one point was required as well as in large BT practices that use past web behavoir and implied understanding from IP addresses.

The idea that ad networks and now exchanges have pushed money into blogs is correct but at the end of the day the level of funds directed at any specific blog is not nearly enough to fund a full time salary plus web hosting costs.

The core notion behind ad targeting is fundementally flawed for anything but direct response or put another way demand fulfillment. By definition demand creation is a much more messy occupation but is also a much more effective way to change mass perceptions.

]]> By: Benny http://www.adexchanger.com/agencies/the-exchanges-redesign-of-the-web/#comment-1427 Benny Tue, 18 Aug 2009 14:53:37 +0000 http://www.adexchanger.com/?p=6047#comment-1427 The network model is not going away, a few numbers has been thrown around, but there are roughly 300 ad networks, and the numbers growing. I do agree that there will be some consolidation, maybe Google will emerge as the victorious champ soon enough, with their deep pockets. Exchanges will be just another tool ad networks will leverage on. Exchanges will be also be another tool publishers use directly to monetize their remnant inventory. There are many who has done so already by passing the networks. And those publisher that are just producing mass impressions just for the sake of producing it will be relegated to run low tier cost per sales/lead campaigns. The network model is not going away, a few numbers has been thrown around, but there are roughly 300 ad networks, and the numbers growing. I do agree that there will be some consolidation, maybe Google will emerge as the victorious champ soon enough, with their deep pockets. Exchanges will be just another tool ad networks will leverage on. Exchanges will be also be another tool publishers use directly to monetize their remnant inventory. There are many who has done so already by passing the networks. And those publisher that are just producing mass impressions just for the sake of producing it will be relegated to run low tier cost per sales/lead campaigns.

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