Tag Archives: advertising networks

FT.com: WPP develops technology to police web ad placements

GroupM Interaction, the media agency of WPP, is hoping to overcome the problem of misplaced ads online with a new monitoring technology. Advertising networks which place aggregate banned adverts for clients across a range of sites may create clashes between the ad and editorial content placed elsewhere on the site – an oil company’s ad next to a news story on climate change, for example, the FT reports.

GroupM Interaction (…) is hoping to prevent such incidents by using “ad verification” technology, which reports back on which sites client messages are being shown, and in some cases even prevents them from appearing if the site is considered unsuitable.

Full story at this link…

Advertising Age: Why ad networks are surviving

Venture capitalist Warren Lee discusses last year’s prediction of an ‘apocalyptic shakeout’ of US advertising networks.

Instead, despite the economic downturn, ad networks are surviving, he says.

The impact of increasing online usage has changed relationships between advertising networks and publishers – but not all for the bad, he explains.

“Fundamentally, I would argue that the ad-network model still makes a lot of sense today and can be quite resilient. In particular, those ad networks that develop proprietary technologies and offer truly differentiated solutions are the ones most likely to be successful,” he writes.

Full story at this link…

Data Center Knowledge: Ads and widgets slowed news sites during Jackson surge

An article from Data Center Knowledge cites evidence suggesting that advertising networks and widgets could have been key factors in slowing news sites during the surge of internet traffic as news broke of Michael Jackson’s death.

“Keynote Systems, which provided early data on the sluggishness of news sites Thursday, released an analysis late Friday that highlighted the role of third-party content.”

Full story at this link…

FT.com: Publishers diversify to beat plateau in online advertising revenues

“Even for UK-specific sites, the urge to protect margins is forcing more media owners to turn to advertising networks, which gather advertising space from several sites and sell it in bulk to advertisers,” says the FT’s digital media correspondent, Tim Bradshaw.

Targeting international readers and creating subscription-based services online are also strategies being used by publishers, he adds.