eBay is starting to offer online advertising in its website. They should have done so 2-3 years ago, without waiting for their profits to decrease. Anyway, it is a good move, hopefully (for them) not too late. Maybe they will start thinking about doing the same with their Skype baby, refreshening its unsuccessful business model. The article:
Archive for July, 2008
Welcome to the online advertising world, eBay!
July 31, 2008 at 7:59 am · Filed under online advertising, online marketing ·Tagged ebay, online advertising
The race of the empires
July 28, 2008 at 11:44 am · Filed under ad network, online advertising, online marketing ·Tagged facebook, google, microsoft, online advertising, online marketing
Last year was definitely the acquistions year in the online advertising market, while each of the big player’s target, which is not Google (AOL, Microsoft, Yahoo) is to get closer to Google, while Google’s target is to keep its absolute control in this market. All of these giants worked mainly in the contextual advertising market, based on their search capabilities, and last year they penetrated in other markets, using almost similar acqusitions. In order to penetrate in the Banners and Rich Meida markets, Microsoft acquired aQuantive, Google acquired DoubleClick and so did the two others. All of the four had the same approach for penetrating in the Behavioral targeting market, acquiring small companies with this technology.
Therefore, penetrating in the same markets, Google’s hegemony is being totally kept. There is no doubt that a new battle has started over the Web2.0 advertising. The last move was Microsoft’s, announcing the launch of her search and search advertising products in Facebook’s network. Google has already make its move when it started to provide the same services inside Myspace’s network, but this cooperation is yet to be considered unsuccessful, and Google’s leaders claim that the social network’s users totally ignore ads in the network.
Facebook can serve Microsoft best for increasing its share in the online advertising market. A huge network of 120M users is definitely a big advertising potential. There is no doubt that in case Microsoft will be able to change the online habits of Myspace’s users, it will improve its online advertising products, and although it is very hard to believe that this will be enough to threaten Google’s hegemony, it will hit the empire of Sergey and Larry, which still hasn’t succeeded to penetrate in the social network advertising market.
Microsoft’s work is not easy at all, and where Google has failed I won’t bet that Microsoft will succeed, but there is no logic in this race, only competitiveness (a crazy one?) and a lot of money. This market will definitely stay interesting, especially if Microsoft – Facebook cooperation will be successful.
Microsoft Facebook deal
July 28, 2008 at 9:10 am · Filed under online advertising ·Tagged Add new tag, online advertising, serach engine, advertising, social advertising, social networks, microsoft, facebook
will Microsoft be able to increase its share in the online advertising market using this deal with Facebook?
http://www.nytimes.com/2008/07/25/business/media/25adco.html?_r=2&ref=media&oref=slogin&oref=slogin
The next generation of ad networks part 3 – How it works 2
July 21, 2008 at 8:44 am · Filed under ad marketplace, ad network, online advertising, online marketing ·Tagged ad marketplace, ad network, banner advertising, online ad, online advertising, online marketing, rich media, sekindo, transparent ad network
Publishers:
SekiNdo understands that you know your content and audience best and you should be the ones to choose which ads are best for your ad spaces, in terms of targeting and pricing. After Registration, follow these three simple steps and choose your desired ads:
1. Define your ad space,
- Once you have defined an ad space in SekiNdo, a unique HTML code will be sent to your email. you will embed this code in your website and SekiNdo will display targeted ads automatically in each webpage that contains the ad space’s code.After Defining an ad space and embedding the ad space code within the website you will be able to go to SekiNdo’s ads marketplace and manually choose the advertisements that you want to display to your Website’s visitors.
Detailed explanations on defining your ad spaces in SekiNdo.
2. Choose ads for your ad spaces manually.
- Ads that you choose may not always be available for several reasons, like an ad budget which has ran out, incompatible user’s IP etc. Choose more then one ad and increase the chances to display your desired ads.
- when you choose an ad our Profile Learning Engine studies you and your ad space, calibrating our auto mode, so that in case that none of the ads you have chosen are available, we will display ads that resemble your manual choices
Once you defined an ad space you can go to SekiNdo’s Ads Marketplace and choose the ads that you think will work with that ad space. You have the control over what will be displayed to your users.Once you have chosen an ad for your ad space the advertiser will be notified and asked to approve/disapprove your request. SekiNdo’s ranking system will rank you and your ad spaces according to your selections, so please choose relevant ads and not just high paying ones.
SekiNdo allows and prefers that you’ll choose more then one ad for each ad space for two reasons:
Detailed explanations on how the Ad Marketplace works
Detailed explanations on managing pending requests to advertisers
3. Monitoring your ad spaces:
- SekiNdo lets you watch your ad spaces’ performance in real time. You can watch the total statistics of all your ad spaces or watch a single ad space’s statistics, broken down by specific ads.
You can choose the priority for each ad within the ad space, discard ads that are under performing, delete/pause an active ad and reactivate a paused/deleted ad.
The ability to discard and reactivate an ad and the ability to choose the ads’ priorities are the best tools for you to test your audience, try different types of ads, different colors, rotate between ads and find out what works best for your online advertising needs.
Detailed explanations on managing your online ad spaces with SekiNdo.
SekiNdo always prefers to display ads that were manually chosen by you and approved by the advertiser. When there are no manually chosen advertisements to display (e.g. a lack of budget for those advertisements), we will dynamically display advertisements that resemble your current and past manual choices. We will also use information like previous feedbacks you received, your ad space’s history CTR with different ads and other parameters, in order maximize your revenues.
The next generation of ad networks part 2 – How it works 1
July 20, 2008 at 6:59 am · Filed under ad marketplace, ad network, online advertising, online marketing ·Tagged ad marketplace, ad network, banner advertising, online ad, online advertising, online marketing, rich media, sekindo, transparent ad network
For advertisers, SekiNdo is the most simple to use online advertising platform, only three simple steps are required after Registration:
1. Upload and define your ad and target market, once you do that you will trigger two actions behind the scenes:
- SekiNdo’s Profile Learning Engine, a multilayered neural network inspired by the human brain’s structure, will determine in which ad spaces the ad will be displayed automatically, we call it the auto mode
- Publishers will find your ads in our Ad Marketplace and send you requests to publish your ads in their ad spaces. Once you approve an ad space manually, your ad will be displayed in this ad space based on manual mode
Detailed explanations on uploading ads to SekiNdo’s Ad Marketplace.
2. Answering publishers’ requests to publish your ads:
- Approving/Disapproving an ad space manually is your way to get the best targeting, since no one knows your needs better than you. We will use your budget to display your ads in ad spaces you have approved manually, while the remainder of your budget will be allocated for auto mode.Each time you approve/disapprove an ad space manually we use our Profile Learning Engine to calibrate your profile and our auto mode, displaying your ads in ad spaces that are similar to the ad spaces you have manually approved.
Detailed explanations on answering publishers’ requests to publish ads.
3. Start monitoring your ads:
- SekiNdo lets you to transparently watch your ads’ performance in real time. You can watch the total statistics of all of your ads or watch a single ad’s statistics, broken down by the ad spaces it appears at. You can You can choose to stop publishing your ad at a certain ad space if it is under performing, or start publishing your ad in a previously stopped ad space.The ability to transparently see which ad spaces perform well and which don’t, and the ability to immediately stop your ad from being published in a specific ad space, serve as the best tool for you to get to know your audience best, testing your ad in different types of WebPages and finding out what works best for your online advertising needs.
Detailed explanations on managing online ads with SekiNdo.
SekiNdo always prefers to allocate your budget to ad spaces that were approved by you manually. We dynamically allocate the remainder of your budget to other ad spaces that resemble ad spaces that you have manually approved. We also study your feedbacks to publishers, your ads’ CTR and other parameters in order to give you the best targeting available.
SekiNdo’s Reversed Marketing is the ideal solution for online advertisers because it puts the wheel in their hands, while all the work is being done by publishers and complex algorithms that studies advertisers’ profiles and preferences, instead of dealing with vague definitions like keywords and channels.
The next generation of ad networks part 1 – Background
July 19, 2008 at 8:40 am · Filed under ad marketplace, ad network, online advertising, online marketing ·Tagged ad network, google, microsoft, online advertising, sekindo, Yahoo
As the Internet keeps growing larger, the job of finding websites to advertise on is getting harder. There are just too many WebPages, too many ad spaces and too many daily changes for an advertiser to keep treck off and work with efficiently.
An ad network is a company that simplify the online advertising world for both advertisers and publishers. a more elaborate overview of how ad networks work will be explained in detail in the next posts, for now we will simplify things and say that the ad network is responsible for connecting online advertisers and publishers, hosting and publishing advertisements in ad spaces, measuring statistics, billing advertisers and paying publishers. The ad network will take a commission of each payment done from an advertiser to a publisher in the ad network. The payment is done for the services described above.
Most ad networks are automatic ad networks. Advertisers who sign into such ad networks describe the WebPages where they would like their ad to appear at in terms of category, keywords associated with the Webpage, users’ age, users’ income and geographic location. Publishers that sign in describe their ad spaces’ properties (categories etc.) and the ad networks algorithm does the job of displaying advertisements in ad spaces that are considered to be targeted to the advertisement as described by the advertiser. Automatic ad networks are as good as their algorithms.
Automatic Ad Networks – Content scanning
Ad networks such as Google AdSense and Yahoo’s Overture
A publisher who signs up to such a network receives a unique URL (HTML code) and embeds it on his website. Advertisers who sign up choose keywords or phrases to bid on. The network scans the content of the websites and decides which ad should appear at which website, depending on keywords relevancy & pricing
Automatic Ad Networks – Precision Targeting
Ad networks such as Real Media and aQuantive
Advertisers who sign up choose one of 4-5 options to bid on and target their ads. The main targeting options are: Behavioural, Demographic, Geographic and category. Publisher who signs up to such a network choose one of 2-3 options to describe his website the main options are Demographic and Category. The network decides in real-time, which is the most targeted ad with the highest bid for each ad-space impression, and the network automatically displays this ad.
Direct Marketplaces
The direct ad marketplaces such as AdBrite, AdJug and BlogAds
The method is similar to eBay but instead of selling products publishers sell ad spaces and advertisers bid on them, or buy them immediately. The system is fully transparent and enables control for advertisers by allowing them to choose ad spaces and for publishers by allowing them to accept/decline any offer.
This method is the latest evolution in the online advertising market, resulting from the automatic ad networks targeting problems. The targeting with this solution is better but it demands a lot of work from the advertisers.
SekiNdo – The Reversed Marketing Solution
The SekiNdo Ad Marketplace works with a unique (patent pending) new approch for online advertising, our method enables advertisers and publishers in acheiving the same targeting, transparecy level and control as a direct marketplace but with the simpicty that ressemble automatic ad network’s (content scanning and percision targeting).
