Contextual Advertising Program Issues

Jun 22, 2005 - 12:06 pm 0 by

This session is moderated by Brett Tabke.

Gokul Rajaram, Group Product Manager, Google Adsense Google Inc.

The Internet Ecosystem There are advertisers, publishers, and users. The program needs to respect all three parts of the ecosystem.

Drive monetization with targeted ads Google is committed to helping you achieve the best end to end monetization solution through world-class technology. There is AdSense for content and AdSense for Search.

AdSense for Content He skimmed over AdSense features, they use targeting methods, click feedback, comprehensive base of advertisers, maximizing revenue by displaying relevant ads, they are global (17 languages), and support all business categories. It uses similiar technology from the organic site but slightly tailored.

AdSense for Search There is publisher and user benefit. It provides quality search for your users and gives the publisher a way to make money. It is very easy to do.

Site Targeting: New Targeting & Bidding Option Advertisers specify sites where trhey want to appear, sophisticated site tool pinpoint the right sites, MaxCPM bids (no reservations - its not a fixed model its a max model - so they are pooled with CPC and CPM), site-targeted ads and keyword-targeted ads compete in same auction "May the best ad win".

Link Units He explains link topics and not ads in the link ads, when someone clicks on the topics, it takes you to ads on the topic. Complementary to other unites, users select the ads they want by user involvement, they are compact enough and uses the same contextual matching technology.

AdSense for Feeds Goal is to monetize feeds with relevant text ads, highly targeted audiences, increasing traffic and high quality syndicated content. They target based off the entry text not just the title, so its very relevant. The ad serves up in a gif and not html. Ads are displayed in real time. Publisher creates content, users subscribe to feed, advertisers compensate publisher, and revenue from ads allows publisher to grow. :)

Jay Sears, Vice President, Business Development and Publisher Relations ContextWeb

He first goes over the company information, which I am sure you can get from their site.

Contextual Flavors - Technology or Manual? >> Scalable? Page level technology? - Real time or Delayed? >> new or some inventory? - Keywords? Categories? or Both? >> targeted? - Site-specific or other? >> sales conflict? - Collects user data or not >> privacy issues?

The ContextWeb Difference - Real Time Indexing; Dynamic URLs require R.O.C.K., ContextAds is real time, this creates new targeted inventory, older spiders dont work right. - Categories & Keywords; keywords alone are meaningless. They use both keywords and categories in context to one an other. - Optimization; it looks at CPM, performance of ad, the keyword, category, creative and publishers. - Auto Bid System; marketplace determines the minimum CPC, advertiser sets the max CPC and not all clicks are the same value to the advertiser.

Contextual CTR Slide The increase in "lift" in CTR for contextual ads is 4 - 6 times.

He then wrapped up with a live demo.

Doug Perlson, Chief Operating Officer Kanoodle

Who We Are - Founded 1999 in NY - Profitable, 95 Employees - Team innovated content contextual ads - Launched ContextTarget in 01/04 - Laucnhed BehaviorTarget on July 7, 2004 - Launched LocalTarget on Sept. 6, 2004 - Launched BrightAds on Sept 20, 2004 - The AVIS of Sponsored Links

Content Requires a Separate Solution Targeting by keyword on content pages has limitations, like ContextWeb said, you need more. Keyword is binary, Ignores context of page/section, and content sites include pages from broad home pages to smaller niche pages.

The Kanoodle Difference - The first company to offer advertisers separate solutions for search and content pages - Several advertise products - more publisher solutions

BrightAds Different - More control and greater options, greater relevancy, ability to monetize RSS feeds, and easy payment options (including paypal). He came out and said Google kicks his A@# for niche target contextual matching but they are improving.

Publisher Demand Control - Bright Ads Offers four products (content, RSS, Pops, Cookies)

BrightAds Content - First sponsored links provider to map by topic - Utilizes combination of editorial mapping and page scan technology - Great network of partners - Flexibility - Human Element - Revenue per Click method - etc...

BrightAds RSS He shows an example in Bloglines

BrightAds Pop Skips over it, because everyone hates pop up ads.

BrightAds Future - Expanding to thousands of topics in summer 05 - Already robust ads - etc.

Yaron Galai, Co-Founder and SVP, Product Management Quigo, Inc.

Company Info - Founded April 2000 - HQ is NY with 75 employees - Funding 12M - Technologies licensed by eBay, Yahoo and Lycos - Two products - AdSonar and FeedPoint

What is AdSonar Contextual ad marketplace, etc.... Its all algorithmic, yada yada.

What makes AdSonar Different? - Fully branded interface offered to premium publishers - They encourage to create and maintain advertisers relationship and offer private label solutions - Separate bidding on premium publishers (so advertisers can bid privately - very cool)

Unlocking Value for Premium Publishers Brands lose value on CPC in a "blind network" as opposed to this network.

Topic Based Bidding - The marketplace is topic based and not keyword based.

PageMatch - PageMatch allows bidding on specific pages with high volume traffic. - You can bid differently for each page.

Automated Topic Suggestion - Takes a lot of the guest work out of the advertisers hand.

Average CPC is 65 cents, AdSonar is for smaller publishers too, and they are more active in travel, autos, local, health, etc.


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