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).
