Contextual Advertising Program Issues

Nov 16, 2005 • 5:54 pm | comments (1) by twitter Google+ | Filed Under WebmasterWorld 2005 Las Vegas
 

Kim Malone, Online Sales & Operations, AdSense Google first up. She goes over the "internet ecosystem" I think I covered this before. Ok, anything new I will write, but for now, read this or this for past coverage from Google on this topic. They use click-feedback to deliver high performing ads, and they test this on Google.com and not our sites. 21 languages, and 100+ countries for AdSense. She goes over site targeting, allowing advertisers to target specific sites, cpm bidding method and creative ad formats. Site targeting and keyword targeting maximizes revenue. Why is site targeting good for the ecosystem? Because more competition leads to more relevant, interesting ads. Because advertisers can meet more of their marketing objectives and reach customers in all stages of buying cycle. Because publishers can make more money. She then goes into link units. Then AdSense for search...all covered in the past.

Jay Sears, Vice President, Business Development and Publisher Relations ContextWeb. Past coverage at the New Orleans show. Since that show, financing of $9 million series B funding, products contextual targeted graphical ads and publisher white label product offering; distribution includes 50 of the top 200 web publishers and updated its publisher TOS. Eliminated bad debt deduction and minimum requirements.

Doug Perlson, Chief Operating Officer Kanoodle. Again, see the past show. He said all the slides are the same. :) I like the guy, seems very honest. Recent launch was BrightAds Cookies, ill cover that. BrightAds Cookies... They know if you are on a site on their network about XYZ and then where you went elsewhere on the network. So they allow publishers to set cookies on their pages, and when a user goes to a different site on the network, they can serve up an ad and share in the revenue. Its not competitive with other programs, because you are not serving up the ads - just stringing along user data to Kanoodle for the other networks to use. Pretty cool but a bit scary.

Yaron Galai, Co-Founder and SVP, Product Management Quigo, Inc. Same deal with this one, check out past coverage if you like. AdSonar. Like AdBright they allow you to click on a link on the ad to add your own ad. However, it is white labeled - so no one knows who runs it. They now offer pagematch and sectionmatch (bidding on sections of a page).

Will Johnson, Vice President & General Manager Yahoo! Publisher Network Online from the SES Show in San Jose. Its a beta program to extend our relationships with a broader set of quality pubs,. Provides opps for pubs to build content, acquire traffic and make revenue. YPN wants to give publishers the maximum control. They just launched RSS ads. They do both contextual matching through crawling your site, as well as ad categories. They have about 2000 publishers. Adding direct deposit in Q1 2006. Moving towards broader release in early 2006. Maybe outside of beta???

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Comments:

Joe Hunkins/JoeDuck

11/17/2005 07:10 pm

Superb summaries of the sessions! Nice to meet you here in LV.

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