The Way I See It

Online Publishers and Smaller Advertisers – What are the options?

2011-08-31T14:09:00.000-04:00

Online Publishers and Smaller Advertisers – What are the options?

Part 2 of 3: Exploring the technical approaches to self-serve advertising
In the first part of this series I addressed the problem and opportunity that online publishers face in servicing smaller ad orders. In summary, a self-serve advertising platform is a very effective solution for processing ad orders under $5000. In part 2 of this 3 part series, I will identify to the two primary types of solutions available to publishers today.
Self-serve via JavaScript
This type of solution is integrated into the publisher’s ad server via JavaScript and will require a bit more human involvement. Publisher’s ad ops team will have to set up a campaign for the self-serve solution similar to how they set up an ad network in the ad server. Therefore a specific amount of inventory must be allocated and will need to be monitored on an on-going basis.
Self-serve via API
This type of solution is integrated directly into the publisher’s ad server via an API. With this type of solution no specific inventory needs to be allocated since inventory availability is determined when the advertiser is ready to buy.
The automation factor of a self-serve advertising platform is key to maximizing publisher’s revenue from advertisers with smaller ad orders. An API based solution is fully automated with one exception; each campaign requires approval from ad ops before going live (for quality control purposes). All other aspects happen without human involvement including sales, campaign trafficking, reporting and payment. Whereas a JavaScript based solution, as mentioned above, requires ad ops team members to create a campaign, allocate inventory and monitor.
The API based solution also offers advertisers full targeting capabilities, which is a great incentive for advertisers with smaller budgets; most value for their dollar spent. This is not the case with a JavaScript based solution, which unfortunately does not have the same targeting functions. For example, it lacks ability to use key value pairs to target ads.
Why the different technical approaches?
Vendors using the JavaScript approach are typically an ad network offering self-serve as a value-add solution or come from an ad network background, they will also cross-sell other sites using their solution. The API based solutions, on the other hand, are pure-play advertising technology companies focused on solving a pain point for publishers while giving them maximum control and flexibility.
I hope you found this information valuable and would love to hear your thoughts on self-serve advertising. Feel free to comment below – let’s get the conversation started.
Also published on the AdMonsters Blog

Online Publishers and Smaller Advertisers – Can it work?

2011-07-19T08:27:00.000-04:00

This a copy a post I wrote a while for the AdMonsters and Shiny Ads blogs.

Part 1 of 3: Importance of targeting smaller advertisers

A majority of online publishers primarily focus their ad sales efforts on agencies and large brand advertisers via their direct sales force. The cost of operation for this sales channel often requires them to set a minimum ad buy per campaign. In conversations I've had with multiple online publishers in North America we have heard that the cost of running an online campaign ranges from $2,500 to $4,000 per campaign. This includes the sales, operations and finance costs. As such you will find that minimum ad buys are set between $2,500 and $10,000 per buy.

With that said, advertisers seeking to purchase smaller ad orders are unable to work directly with online publishers because of these minimums. In most cases, smaller advertisers will spend their advertising budget on solutions like Google AdSense. The limited amount of options for smaller advertisers has a direct effect on online publishers – either they will only generate a small amount of revenue from ad networks or it will all go to companies like Google.

Although their ad orders are of a smaller dollar value, the number of potential advertisers in this segment of the market far exceeds those of large brands – according to Borrel, SMBs make up for 95 percent of all local advertising online. Therefore, it is illogical for publishers to not seek a more effective solution to serve the smaller advertiser market. The potential to generate a higher eCPM than you would from an ad network or exchange is there; it just needs to be considered.

In my 15 years of experience in the digital media world, I have explored this topic in depth and feel there is one option that is simple enough for advertisers (without experience) to work with and provides publishers with a decent return – self-serve advertising platforms. With a self-serve solution, publishers can automate the sales, operations and finance components of running a campaign thereby making the process of servicing smaller advertisers less costly and more profitable. There is no human involvement from the perspective of an online publisher, which can be the most costly component.

Obviously a solution like this will not work if it is not properly promoted, but if done well, can make a big impact on publisher’s ad revenues. But don’t take my word for it; try it out for yourself! Most solutions work on a revenue sharing model so it’s free to get started.

Anyone out there try a self-serve solution yet? If so, I’d love to hear about your experience. Feel free to comment and let’s get the conversation started!

Shiny Ads

2011-02-10T21:33:00.000-05:00

Shiny Ads is Chosen as a Top 10 Digital Media Company to Watch

IDC Canada chose Shiny Ads as one of its top ten Canadian digital media companies to watch in 2011.You can find their press release here and their report summary here.

The other digital media companies chosen were:

My friend George

2010-09-07T09:53:00.001-04:00

A couple of weeks ago things did not look very good for my friend George Ghali, he was in ICU being kept alive by machines, the doctors were talking to the family about unplugging him & donating his organs. Now he is out of ICU, breathing on his own, regained some movement & the final tubes are removed this week his speech should hopefully return as well. Simply remarkable. I hope he is progress continues, it will be long road ahead. Keep fighting brother George!!! Sent from my iPhone

Test post

2010-09-06T10:16:00.001-04:00

Staying the course

2010-01-13T07:05:00.001-05:00

Try as I may avoid them
The walk of discovery through all that life has to offer is littered with impediments
Both small and grand in scale
Steadfast though I may be to moving through this world with positive intention
Detractors abound
Succumb to them, I think not
Though my vision and determination may waiver I will not submit
Move forward with hope, internal fortitude, joy and love
Awareness and openness shall lead the way

EAVB_NGGENFDKDO

Happy New Year

2009-12-31T16:47:00.000-05:00

The end of another year is upon us. Although it has been a very tumultuous one I find myself in a great frame of mind with much hope for the future. May the new year bring you all that wish for.
Happy New Year Everyone!!!!!

Morning Breath

2009-12-31T09:58:00.000-05:00

MORNING BREATH

Cool, crisp morning air

Warm breath

Momentarily frozen in time

Pure yet fleeting

Breathe

Cool air fills your lungs

Warm breath fills the air

Breathe

Nature soothes my soul

Gives rise to thoughts

Which emanate from the depths of my being

All encompassing, overwhelming

Yet serene at the same time

Blissful is the urge to create

There is no conflict

All experience is knowledge and intention

The orchestration of all our bodies in unity

Shows the way

Thoughts float through my head

Words flow

Put pen to paper

Embrace the urge

Feel the surge

Surrounded by nature

Blessed with beautiful surroundings

Yet lifeless, lacking soul

Envious of what you cannot be

Scared to be what you can be

Fight self-suppression

If you have something to say, say it

Scream it if need be

Vigorously defend your right to self-expression

Do not curb your tongue out of fear

To do so is to surrender to those who seek to squash and control all that is different.

Fear is the mind killer.

Seek not to bring harm to humanity

But to uplift it.

Life is everlasting

Seek paradise in everyday life

The Almighty has blessed us with Life.

Sing praises and blessings to the Almighty.

Enlighten

2009-12-30T10:38:00.000-05:00

ENLIGHTEN

Endeavor to know your self

Reconcile inner conflicts

Don’t run from them

Live life

Follow your bliss

Life is infinite in its possibilities

Live life with love

All the world has is for the taking

If you are willing to give of your self with love unconditionally

Want not

Judge not

Expect not

Just hope

One love

Isolation

Alone with nature’s reflection

Much contemplation

Isolation

Alone in silence

Awoken to life’s essence

Isolation

Life’s revelation

Give way to salvation

Isolation

Tribal

Communal

Drum

Feel the rhythm come

Vibrating soul strings

Collective exhilaration

Feel the love

All is one

Enlightenment

Contentment with self is not enough

True fulfillment must be tied with an understanding of we

The balanced union of these two realities moving in unison and harmony

The path to enlightenment and fulfillment with we & I

The journey is unique

Stories similar

Experience eternal

Movement positive

Solid vibration

Give rise to the dawning of the soul drum

Set I free

Yearning desperately

Churning ever so restlessly

Moving towards destiny

Suffering, celebrating life’s journey

Role Models

2009-12-20T11:20:00.000-05:00

My role models have never been athletes or celebrities, my first and primary role models have been my parents they helped shape and mold me into the person I am today. They taught me respect and responsibility as well as many other things.
The only other people I have considered role models for how they lived their lives and the beliefs they espoused are Nelson Mandela, Steve Biko and Joseph Campbell.
It is a sad state of affairs in western society that we feel the need to build up athletes and celebrities as role models then revel in their inevitable downfall when they make mistakes.
The role media plays in all of this is also quite distressing are there not more important things to cover like the economy, climate change, Iraq, Iran, etc.
No wonder people in other parts of the world view us with such disdain.

Soul Flight

2009-12-05T10:19:00.000-05:00

Look but don’t look

See, what do you see?

Appreciate all beauty for greater love of the one

Wandering is not the same as lusting

It’s all about trusting

One love encompasses all types of love

Give yourself up to love

Be vulnerable

Free yourself of inhibitions

Surrender yourself to all that love has to offer

Especially pain

It will be to your gain

All nourishes and sustains

Allow love to set your soul a flight

Indulge in the freedom and exhilaration

Of your soul’s flight

Vision

2009-12-02T20:31:00.000-05:00

Madness everywhere

Speeding to our destruction

Do they not see it?

Or choose not to.

Pressure everywhere

Why do I care?

Should I bare my soul? For fear of being a fool

Dive head first into the pool

If you want to be cool

Yearning to be free

Bridled with self doubt

Working up the courage to break the shackles of self-restraint

Merely tapping the surface of the field of my self expression

Slowly but surely stepping forth on the journey of self discovery

Guided by one love and faith

Praises and blessings to the Most High

BARRIERS

2009-11-22T09:42:00.003-05:00

Do not allow barriers of culture and religion to prevent you from experiencing happiness

Do not forsake what makes you who you are
Embrace the moment
To be with your beloved is the ultimate experience of creation
To love your beloved is to bring one closer to the almighty
You will not be punished for following the positive nature of your heart and soul
Being with someone for the sake of others is not positive
It breeds anxiety, strife and sadness
It’s a path chosen out of fear and familiarity
Nothing good will come from such a choice
Awaken the essence of your true self
Follow the path of your bliss
It’s the natural flow
The way of limitless possibilities
Choices made with a positive intention embody nature’s touch
Such a path leads to a natural evolution
An existence of moments of bliss strung together in a seemingly endless stream of positive vibrations
In the presence of my beloved I shiver in the wake of the positive emanations of her soul
Overcome by waves of energy which reverberate in the core of my being
As my barriers fall away and reveal my true self
One beloved
One love

EXPECTATIONS

2009-11-17T07:34:00.001-05:00

Hold no grudge
Do not judge
Do not expect
Have self-respect
Just hope
It’s the only way to cope
What will you miss?
If you don’t follow your bliss
Guide and protect
What you project
It will have an effect
If you don’t expect

EMBERS

2009-11-16T06:39:00.000-05:00

My path is lit by love, beloved
Guided by bliss
Informed by positive intention
Blessed by the embrace of the beloved
My soul has been set on fire, beloved
There is no extinguishing these flames which have set my soul a light
Fan the flames, beloved
These cleansing flames are burning down the barriers which I have built up over time to shield myself from the pain and joy of the beloved
Out of the embers of my burnt down barriers
My true self is emerging
For my beloved to see and experience first

TOO SOON

2009-11-15T10:17:00.002-05:00

Don’t give up the journey too soon

Sing nature’s tune

Even if it is out of tune

Don’t worry it will come soon

Let life deliver it’s boon

Ride the rhythm of nature’s tune

Don’t be a loon

Howl at the moon

The tide will turn soon

Random Thoughts

2009-11-15T09:59:00.004-05:00

I find it funny when irrational people look at rational people like they are crazy.

Chaos will even make the most secure person question their position.

There is a fine line between transparency and idiocy.

Friendship

2009-11-13T06:52:00.003-05:00

Friendship
Bound by Joy and Sadness
Everlasting
Nurturing
Fulfilling
Supreme Effort
Simple Deeds
Constant Change
Boundless
Timeless
One Love
Brethren
Bound for life
Soldiers of One Love
Purveyors of Knowledge
Stepping forth as one
Guided by the Most High
Brethren
Reason
Spread the Word
Chat
Our story not History
Reason
Let love guide your actions
A time will come when you will be judged
Will you stand or fall
It is hard
Strive on
Time and time again
Let love guide your actions

Woman

2009-11-08T10:03:00.004-05:00

Awoken, Restless
Tossing & turning
Thoughts of you dancing in my head
Awoken, Restless
Sleep will not come
Just thoughts of you filling my head
What draws me to another?
What stirs my soul?
Is it physical?
Is it mystical?
Stirred by a drum beat
Awoken by a chant
Word, sound, power
Eternal rhythms
Heavenly shape
Beautiful energy
Creator and creation

Supreme manifestation of Maya
The Almighty’s divine creation
The goddess
Both creator and creation

Incomplete halves
Brought together in symmetry
Blending parts
Emergence of one
Release from the field of duality
Eternal bliss
Blessed

Yearning with apprehension
Positive energy sensation
Drawn to its unique manifestation
Infused with the heat of elation
Momentary bond to a sense of revelation
So bright burns the flame of creation

Searching

2009-11-08T08:50:00.004-05:00

Soulful searching
Drumming a beat to the rhythm of life
Soulful searching
Sweet vibes stir the body
Soulful searching
Bodies gyrating to the dance of life
Soulful searching
Spread the love

Random Thoughts

2009-09-03T06:23:00.002-04:00

For all the frustrations that sometimes come from working for a big company, the quality and great personalities of the people I work with outweighs the frustrations by far. I love what I do but what makes it even more enjoyable are the cool people I work with.

Not looking forward to my parents moving back to South Africa soon. I know they deserve to enjoy their retirement to it's fullest but I dread them leaving the country. I know South Africa has come a long way since the fall of apartheid but the level of crime there makes me nervous and a bit fearful for their safety.

I was caught a little off guard recently by how easily someone's passion for something can lead to anger.

Of late I have decided that if someone stops following me on Twitter and I am following that I will automatically stop following them.

The fear of change

2009-08-16T09:33:00.004-04:00

How does being in the same place for a number of years lead to such
entrenched fear of change?
Always amazed at how people with such talent & potential get stuck in
a mindset which impedes their own success.
Shocked at how stupidly you speak your mind at your dissatisfaction at
the changes happening around you.
Your failure to recognize the opportunity in front of you is quite
startling.
Negativity & unwillingness to change will not be tolerated.
Postivity, openness, willingness to learn new things will be embraced
& fostered.
Changemakers are not villians but visionaries
To survive and thrive embrace change and the opportunity it presents

Do they call it wonder

2009-08-16T09:20:00.002-04:00

Do they call it wonder when you are mesmerized from breath to breath
and beat to beat, constant movement, up & down, side to side,
violently at times
It's far from serene, vision blurred ever so slightly
Is there a lag between the speed in which thoughts are manifesting in
my mind & the corresponding movement of my body
Or am I merely sensing the moments in between thoughts
Nevertheless I find myself in awe, embracing the moment
Energized, empowered, loving living life.

Random thoughts on things that annoy me

2009-08-12T10:56:00.002-04:00

- People who block the doors on the subway & won't get out of the way. Right or wrong I knock them out of the way
- Adults who ride their bikes on the sidewalk. Always been tempted to clothesline one of them but never have
- People who talk loud on their mobile phones, like I give a crap about your conversation. The fact that I can hear you talk with my iPod on is ridiculous.
- People who wear tight clothing that is not suited for their body type. There should be a fashion tax for these people.
- I also think stupid people should have to pay a tax for being so annoying.

#followfriday - Ladies edition

2009-05-15T09:39:00.004-04:00

Every Friday on Twitter is #followfriday where users recommend people they feel are worth following. Following the example Saul Colt, Head of Magic at Zoocasa.com, @saulcolt I have decided to write a blog post for my recommendations this week versus making separate tweets.

This week I am focusing on some of the great ladies that I follow, they share common traits: intelligence & a great sense of humour.

So here are my recommendations for this week:

@tinkugallery
@paige_page
@MissVerna
@erin_bury
@digitalfemme
@kattancock
@lisamurphyTO
@missrogue
@SaraACooper
@ZoeSasha
@SarahPrevette
@marymichaela
@superblue
@SandraMcDonald
@rachelnixon
@jessicajackley
@rahafharfoush
@maggiefox
@clarissemussi
@inkcanada
@juliehowlett_
@geekigirl
@ecofashionista
@chrissychrzan
@jansimpson
@christinekorda
@toniahammer
@communicable
@uncommon_sense
@jinxyyz
@anna_lea
@nejsnave
@sgollish
@infiltrators
@Miss604
@tamera
@colleencoplick
@adelemcalear
@ambermacarthur
@aprildunford
@edenspodek
@leilaboujane
@adlounge