Third-party facilitators offer more accountability: ad networks at ad:tech New York

Share this content:

A panel of six ad network representatives on Nov. 6 discussed the benefits of the network model in today's new media world at ad:tech New York.

The consensus was that a third-party facilitator allowed for more accountability and safety for advertisers, greater publisher value for impressions due to aggregated reach and simplified in-house media purchasing across channels.

"It's extremely rare that that one publisher or one advertiser will put all their eggs in one basket," said David A. Yovanno, general manager of ValueClick Media.

The issue of brand safety and publisher reliability took center stage at the panel.

Roni Jenkins, east coast director of digital media at Prometheus, said a client's ad had mistakenly been run on a porn Web site. She said that full-disclosure from a publisher was critical.

"Daisy-chaining" or partnering with several other networks to move leftover inventory, may increase a network's chances of placing an ad on a poorly matched site.

That said, despite safeguards, no network offered the perfect solution.

"There's absolutely no network that can say [inopportune ad serving] hasn't happened to us," said Dave Morgan, founder and chairman of Tacoda.

Meanwhile, Adify Corp. on Nov. 6 unveiled its Build Your Own Network platform at the Web 2.0 Conference in San Francisco.

The tool provides the infrastructure and tools to create vertical niche advertising networks, allowing builders to define, assemble, merchandize and manage targeted advertising networks that fit the specific needs of themselves or third-party clients.

"There are millions of small sites out there that advertisers are interested in advertising on," said Larry Braitman, cofounder and CEO of Adify. "We think that the Long Tail is really made up of clusters of really interesting, highly relevant vertical content."

The Adify announcement comes in the wake of what could be called a rebirth of traditional ad networks.

Tools on the Adify system include campaign management, performance tracking, reporting, billing, payment and technical support.

Adify's platform has clients including Washingtonpost.Newsweek Interactive, which launched Sponsored Blogroll, a network that matches bloggers with advertisers; Ready to Rare, which aims to connect advertisers to the estimated six million players of "Magic the Gathering"; VFW Webcom, a network of more than 9,500 Veterans of Foreign War outpost Web sites now available to advertisers; and Top Dog Ad Network, a niche focused on dog lovers, veterinarians, breeders and other pet professionals.

"For direct marketers to get thousands of these aggregated niche vertical markets are really the equivalent of a targeted list," Mr. Braitman said.

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here