Posts tagged "advertising"

Mediaspectrum Automates Campaign Management for Web Publishers

It’s no secret that Mediaspectrum (site) helps web publishers manage editorial content and streamline workflows. But now they’re helping publishers make better, more well informed decisions about advertising sales.

With the development of Campaign Management, Mediaspectrum’s Ad Sales portal integrates multiple tasks, designed to help publishers manage the way their content interacts with advertisers, while also gaining valuable insight into how much revenue and success is associated with each sales and marketing campaign.

As well, a built-in business rules management system (BRMS) lets business managers create and assign new sales based upon how advertisers interact with the system.

This self-service advertising platform brings critical data points to life. Now, it’s not hard to know where advertisers come from, how they interact and react to messaging, allowing publishers the opportunity to adjust pricing and messaging for more personalized, follow-up campaigns.

As we all know, web publishing is more than just about content. A great deal of it relies on advertising and revenue. Mediaspectrum’s new approach to advertising gives companies the platform from which to manage it all.

Google Upgrades Ad Management for Publishers

Google Upgrades Ad Management for PublishersHeads up, publishers, Google wants to help you make more money. Yesterday the search giant launched what they’re calling the next generation of ad-serving technology.

A Fresh Look

The new offering is thanks to Google’s 2008 acquisition of DoubleClick, a display advertising and ad serving company. Written on Google technology (of course), the new, upgraded version of DoubleClick is called DoubleClick for Publishers (DFP) and offers publishers of all sizes a new way to serve ads.

For starters, the user interface was revamped, and includes simplified tracking features, visualization tools for geo-targeting and rich media campaign setup, and secure a permissions system enables the customization of access by role and team/region.

google_doubleclick_geotargeting.jpgGoogle DoubleClick geo-targeting

There are loads of other cool features, too:

  • Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
  • Algorithms that automatically improve ad performance and delivery.
  • A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).
  • Integration with the new DoubleClick Ad Exchange's "dynamic allocation" feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks. 

(See the full list of features here.)

You've Got Choices

As Google says, DFP comes in two flavors. DoubleClick for Publishers is designed for larger online publishers like social networks, e-commerce sites and news sites, while DFP Small Business is meant for the smaller guys (and it's free!).  

Google, which will be moving Google Ad Manager customers to DFP Small Business over the coming weeks, says they're just scratching the surface of what's possible in the world of ad management. Mark Simon, VP of industry relations at Didit, an online marketing company, agrees:

If you had any question that dynamically-served advertising — along the lines of what the industry has grown up with in search — is the future of all advertising, then wonder no longer. Google has understood that for years, and it's wise of Google to keep at the lead of that trend, as all marketing channels become more sophisticated and intertwined.

Ready to explore? Contact DFP here.

Effective Measure: Another $4 Million for Web Analytics

Well, it looks like Web analytics is making the headlines just about everywhere this year. Australian startup Effective Measure, for example, just raised US$ 4 million in a first round of funding from Rho Ventures.  

The company offers digital Audience Measurement, website rankings, internet demographics and media planning tools for publishers, agencies and digital marketers. Basic capabilities include:

  • Generate site, publisher and category specific search keyword and phrase reports to understand visitor intent.
  • Insight into web, mobile and console usage across all publishers & websites, including full support for IFABC and IAB metrics.
  • Insight into trends and consumer behavior.
  • ClickStream analysis reveals usage patterns among publishers, websites and site content areas. Understand shifts in the audience for publishers and websites over specified time periods. .
  • Drag and drop data onto the work space and organize it to suit your clients reporting needs. Build a report once, from scratch or a template, then either schedule or run the report on demand.

effective_measure_diagram_interface.jpgEffective Measure interface

New Money

"We are delighted to have venture capitalists of this caliber and depth able to come into our startup and help us build the company," said Scott Julian, CEO and co-founder of Effective Measure. "These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to Web publishers and advertisers alike."

Meanwhile, David Carlick, venture partner at Rho Ventures, will join Effective Measure's Board of Directors. Carlick's previous experience involves a heavy load of digital media and marketing, with board status at companies like Ask Jeeves, DoubleClick, International Network Services and Intermix Media (MySpace).

"We are excited to be involved with this talented team, in this emerging set of markets," said Carlick. "The global online advertising business is growing rapidly and Effective Measure is going to provide increasing validation and momentum for that growth in the markets we serve."