Online Publishers and Smaller Advertisers – What are the options?

Online Publishers and Smaller Advertisers – What are the options?

Part 2 of 3: Exploring the technical approaches to self-serve advertising
In the first part of this series I addressed the problem and opportunity that online publishers face in servicing smaller ad orders. In summary, a self-serve advertising platform is a very effective solution for processing ad orders under $5000. In part 2 of this 3 part series, I will identify to the two primary types of solutions available to publishers today.
Self-serve via JavaScript
This type of solution is integrated into the publisher’s ad server via JavaScript and will require a bit more human involvement. Publisher’s ad ops team will have to set up a campaign for the self-serve solution similar to how they set up an ad network in the ad server. Therefore a specific amount of inventory must be allocated and will need to be monitored on an on-going basis.
Self-serve via API
This type of solution is integrated directly into the publisher’s ad server via an API. With this type of solution no specific inventory needs to be allocated since inventory availability is determined when the advertiser is ready to buy.
The automation factor of a self-serve advertising platform is key to maximizing publisher’s revenue from advertisers with smaller ad orders. An API based solution is fully automated with one exception; each campaign requires approval from ad ops before going live (for quality control purposes). All other aspects happen without human involvement including sales, campaign trafficking, reporting and payment. Whereas a JavaScript based solution, as mentioned above, requires ad ops team members to create a campaign, allocate inventory and monitor.
The API based solution also offers advertisers full targeting capabilities, which is a great incentive for advertisers with smaller budgets; most value for their dollar spent. This is not the case with a JavaScript based solution, which unfortunately does not have the same targeting functions. For example, it lacks ability to use key value pairs to target ads.
Why the different technical approaches?
Vendors using the JavaScript approach are typically an ad network offering self-serve as a value-add solution or come from an ad network background, they will also cross-sell other sites using their solution. The API based solutions, on the other hand, are pure-play advertising technology companies focused on solving a pain point for publishers while giving them maximum control and flexibility.
I hope you found this information valuable and would love to hear your thoughts on self-serve advertising. Feel free to comment below – let’s get the conversation started.
Also published on the AdMonsters Blog

Online Publishers and Smaller Advertisers – Can it work?

This a copy a post I wrote a while for the AdMonsters and Shiny Ads blogs.

Part 1 of 3: Importance of targeting smaller advertisers

A majority of online publishers primarily focus their ad sales efforts on agencies and large brand advertisers via their direct sales force. The cost of operation for this sales channel often requires them to set a minimum ad buy per campaign. In conversations I've had with multiple online publishers in North America we have heard that the cost of running an online campaign ranges from $2,500 to $4,000 per campaign. This includes the sales, operations and finance costs. As such you will find that minimum ad buys are set between $2,500 and $10,000 per buy. 

With that said, advertisers seeking to purchase smaller ad orders are unable to work directly with online publishers because of these minimums. In most cases, smaller advertisers will spend their advertising budget on solutions like Google AdSense. The limited amount of options for smaller advertisers has a direct effect on online publishers – either they will only generate a small amount of revenue from ad networks or it will all go to companies like Google.

Although their ad orders are of a smaller dollar value, the number of potential advertisers in this segment of the market far exceeds those of large brands – according to Borrel, SMBs make up for 95 percent of all local advertising online. Therefore, it is illogical for publishers to not seek a more effective solution to serve the smaller advertiser market. The potential to generate a higher eCPM than you would from an ad network or exchange is there; it just needs to be considered.

In my 15 years of experience in the digital media world, I have explored this topic in depth and feel there is one option that is simple enough for advertisers (without experience) to work with and provides publishers with a decent return – self-serve advertising platforms. With a self-serve solution, publishers can automate the sales, operations and finance components of running a campaign thereby making the process of servicing smaller advertisers less costly and more profitable. There is no human involvement from the perspective of an online publisher, which can be the most costly component.

Obviously a solution like this will not work if it is not properly promoted, but if done well, can make a big impact on publisher’s ad revenues. But don’t take my word for it; try it out for yourself! Most solutions work on a revenue sharing model so it’s free to get started.

Anyone out there try a self-serve solution yet? If so, I’d love to hear about your experience. Feel free to comment and let’s get the conversation started!

Shiny Ads

Shiny Ads is Chosen as a Top 10 Digital Media Company to Watch

IDC Canada chose Shiny Ads as one of its top ten Canadian digital media companies to watch in 2011.You can find their press release here and their report summary here.

The other digital media companies chosen were:

• Bitstrips
• CoveritLive
• Endloop Studios
• InGamer
• Nulayer
• PushLife
• ScreenScape
• Verold
• Visibli

My friend George

A couple of weeks ago things did not look very good for my friend George Ghali, he was in ICU being kept alive by machines, the doctors were talking to the family about unplugging him & donating his organs. Now he is out of ICU, breathing on his own, regained some movement & the final tubes are removed this week his speech should hopefully return as well. Simply remarkable. I hope he is progress continues, it will be long road ahead. Keep fighting brother George!!! Sent from my iPhone

Test post

Staying the course

Try as I may avoid them
The walk of discovery through all that life has to offer is littered with impediments
Both small and grand in scale
Steadfast though I may be to moving through this world with positive intention
Detractors abound
Succumb to them, I think not
Though my vision and determination may waiver I will not submit
Move forward with hope, internal fortitude, joy and love
Awareness and openness shall lead the way

EAVB_NGGENFDKDO

Happy New Year

The end of another year is upon us. Although it has been a very tumultuous one I find myself in a great frame of mind with much hope for the future. May the new year bring you all that wish for.
Happy New Year Everyone!!!!!

Morning Breath

MORNING BREATH

Cool, crisp morning air

Warm breath

Momentarily frozen in time

Pure yet fleeting

Breathe

Cool air fills your lungs

Warm breath fills the air

Breathe

Nature soothes my soul

Gives rise to thoughts

Which emanate from the depths of my being

All encompassing, overwhelming

Yet serene at the same time

Blissful is the urge to create

There is no conflict

All experience is knowledge and intention

The orchestration of all our bodies in unity

Shows the way

Thoughts float through my head

Words flow

Put pen to paper

Embrace the urge

Feel the surge

Surrounded by nature

Blessed with beautiful surroundings

Yet lifeless, lacking soul

Envious of what you cannot be

Scared to be what you can be

Fight self-suppression

If you have something to say, say it

Scream it if need be

Vigorously defend your right to self-expression

Do not curb your tongue out of fear

To do so is to surrender to those who seek to squash and control all that is different.

Fear is the mind killer.

Seek not to bring harm to humanity

But to uplift it.

Life is everlasting

Seek paradise in everyday life

The Almighty has blessed us with Life.

Sing praises and blessings to the Almighty.

Enlighten

ENLIGHTEN

Endeavor to know your self

Reconcile inner conflicts

Don’t run from them

Live life

Follow your bliss

Life is infinite in its possibilities

Live life with love

All the world has is for the taking

If you are willing to give of your self with love unconditionally

Want not

Judge not

Expect not

Just hope

One love

Isolation

Alone with nature’s reflection

Much contemplation

Isolation

Alone in silence

Awoken to life’s essence

Isolation

Life’s revelation

Give way to salvation

Isolation

Tribal

Communal

Drum

Feel the rhythm come

Vibrating soul strings

Collective exhilaration

Feel the love

All is one

Enlightenment

Contentment with self is not enough

True fulfillment must be tied with an understanding of we

The balanced union of these two realities moving in unison and harmony

The path to enlightenment and fulfillment with we & I

The journey is unique

Stories similar

Experience eternal

Movement positive

Solid vibration

Give rise to the dawning of the soul drum

Set I free

Yearning desperately

Churning ever so restlessly

Moving towards destiny

Suffering, celebrating life’s journey

Role Models

My role models have never been athletes or celebrities, my first and primary role models have been my parents they helped shape and mold me into the person I am today. They taught me respect and responsibility as well as many other things. 
The only other people I have considered role models for how they lived their lives and the beliefs they espoused are Nelson Mandela, Steve Biko and Joseph Campbell. 
It is a sad state of affairs in western society that we feel the need to build up athletes and celebrities as role models then revel in their inevitable downfall when they make mistakes.
The role media plays in all of this is also quite distressing are there not more important things to cover like the economy, climate change, Iraq, Iran, etc.
No wonder people in other parts of the world view us with such disdain.

Soul Flight

Look but don’t look

See, what do you see?

Appreciate all beauty for greater love of the one

Wandering is not the same as lusting

It’s all about trusting

One love encompasses all types of love

Give yourself up to love

Be vulnerable

Free yourself of inhibitions

Surrender yourself to all that love has to offer

Especially pain

It will be to your gain

All nourishes and sustains

Allow love to set your soul a flight

Indulge in the freedom and exhilaration

Of your soul’s flight

Vision

Madness everywhere

Speeding to our destruction

Do they not see it?

Or choose not to.

Pressure everywhere

Why do I care?

Should I bare my soul? For fear of being a fool

Dive head first into the pool

If you want to be cool

Yearning to be free

Bridled with self doubt

Working up the courage to break the shackles of self-restraint

Merely tapping the surface of the field of my self expression

Slowly but surely stepping forth on the journey of self discovery

Guided by one love and faith

Praises and blessings to the Most High

 

BARRIERS

Do not allow barriers of culture and religion to prevent you from experiencing happiness

Do not forsake what makes you who you are
Embrace the moment
To be with your beloved is the ultimate experience of creation
To love your beloved is to bring one closer to the almighty
You will not be punished for following the positive nature of your heart and soul
Being with someone for the sake of others is not positive
It breeds anxiety, strife and sadness
It’s a path chosen out of fear and familiarity
Nothing good will come from such a choice
Awaken the essence of your true self
Follow the path of your bliss
It’s the natural flow
The way of limitless possibilities
Choices made with a positive intention embody nature’s touch
Such a path leads to a natural evolution
An existence of moments of bliss strung together in a seemingly endless stream of positive vibrations
In the presence of my beloved I shiver in the wake of the positive emanations of her soul
Overcome by waves of energy which reverberate in the core of my being
As my barriers fall away and reveal my true self
One beloved
One love

EXPECTATIONS

Hold no grudge
Do not judge
Do not expect
Have self-respect
Just hope
It’s the only way to cope
What will you miss?
If you don’t follow your bliss
Guide and protect
What you project
It will have an effect
If you don’t expect

EMBERS

My path is lit by love, beloved
Guided by bliss
Informed by positive intention
Blessed by the embrace of the beloved
My soul has been set on fire, beloved
There is no extinguishing these flames which have set my soul a light
Fan the flames, beloved
These cleansing flames are burning down the barriers which I have built up over time to shield myself from the pain and joy of the beloved
Out of the embers of my burnt down barriers
My true self is emerging
For my beloved to see and experience first

TOO SOON

Don’t give up the journey too soon

Sing nature’s tune

Even if it is out of tune

Don’t worry it will come soon

Let life deliver it’s boon

Ride the rhythm of nature’s tune

Don’t be a loon

Howl at the moon

The tide will turn soon

Random Thoughts

I find it funny when irrational people look at rational people like they are crazy.

Chaos will even make the most secure person question their position.

There is a fine line between transparency and idiocy.

Friendship

Friendship
Bound by Joy and Sadness
Everlasting
Nurturing
Fulfilling
Supreme Effort
Simple Deeds
Constant Change
Boundless
Timeless
One Love
Brethren
Bound for life
Soldiers of One Love
Purveyors of Knowledge
Stepping forth as one
Guided by the Most High
Brethren
Reason
Spread the Word
Chat
Our story not History
Reason
Let love guide your actions
A time will come when you will be judged
Will you stand or fall
It is hard
Strive on
Time and time again
Let love guide your actions

Woman

Awoken, Restless
Tossing & turning
Thoughts of you dancing in my head
Awoken, Restless
Sleep will not come
Just thoughts of you filling my head
What draws me to another?
What stirs my soul?
Is it physical?
Is it mystical?
Stirred by a drum beat
Awoken by a chant
Word, sound, power
Eternal rhythms
Heavenly shape
Beautiful energy
Creator and creation

Supreme manifestation of Maya
The Almighty’s divine creation
The goddess
Both creator and creation

Incomplete halves
Brought together in symmetry
Blending parts
Emergence of one
Release from the field of duality
Eternal bliss
Blessed

Yearning with apprehension
Positive energy sensation
Drawn to its unique manifestation
Infused with the heat of elation
Momentary bond to a sense of revelation
So bright burns the flame of creation

Searching

Soulful searching
Drumming a beat to the rhythm of life
Soulful searching
Sweet vibes stir the body
Soulful searching
Bodies gyrating to the dance of life
Soulful searching
Spread the love

Random Thoughts

For all the frustrations that sometimes come from working for a big company, the quality and great personalities of the people I work with outweighs the frustrations by far. I love what I do but what makes it even more enjoyable are the cool people I work with.

Not looking forward to my parents moving back to South Africa soon. I know they deserve to enjoy their retirement to it's fullest but I dread them leaving the country. I know South Africa has come a long way since the fall of apartheid but the level of crime there makes me nervous and a bit fearful for their safety.

I was caught a little off guard recently by how easily someone's passion for something can lead to anger.

Of late I have decided that if someone stops following me on Twitter and I am following that I will automatically stop following them.

The fear of change

How does being in the same place for a number of years lead to such
entrenched fear of change?
Always amazed at how people with such talent & potential get stuck in
a mindset which impedes their own success.
Shocked at how stupidly you speak your mind at your dissatisfaction at
the changes happening around you.
Your failure to recognize the opportunity in front of you is quite
startling.
Negativity & unwillingness to change will not be tolerated.
Postivity, openness, willingness to learn new things will be embraced
& fostered.
Changemakers are not villians but visionaries
To survive and thrive embrace change and the opportunity it presents

Do they call it wonder

Do they call it wonder when you are mesmerized from breath to breath
and beat to beat, constant movement, up & down, side to side,
violently at times
It's far from serene, vision blurred ever so slightly
Is there a lag between the speed in which thoughts are manifesting in
my mind & the corresponding movement of my body
Or am I merely sensing the moments in between thoughts
Nevertheless I find myself in awe, embracing the moment
Energized, empowered, loving living life.

Random thoughts on things that annoy me

- People who block the doors on the subway & won't get out of the way. Right or wrong I knock them out of the way
- Adults who ride their bikes on the sidewalk. Always been tempted to clothesline one of them but never have
- People who talk loud on their mobile phones, like I give a crap about your conversation. The fact that I can hear you talk with my iPod on is ridiculous.
- People who wear tight clothing that is not suited for their body type. There should be a fashion tax for these people.
- I also think stupid people should have to pay a tax for being so annoying.

#followfriday - Ladies edition

Every Friday on Twitter is #followfriday where users recommend people they feel are worth following. Following the example Saul Colt, Head of Magic at Zoocasa.com, @saulcolt I have decided to write a blog post for my recommendations this week versus making separate tweets.

This week I am focusing on some of the great ladies that I follow, they share common traits: intelligence & a great sense of humour.

So here are my recommendations for this week:

@tinkugallery
@paige_page
@MissVerna
@erin_bury
@digitalfemme
@kattancock
@lisamurphyTO
@missrogue
@SaraACooper
@ZoeSasha
@SarahPrevette
@marymichaela
@superblue
@SandraMcDonald
@rachelnixon
@jessicajackley
@rahafharfoush
@maggiefox
@clarissemussi
@inkcanada
@juliehowlett_
@geekigirl
@ecofashionista
@chrissychrzan
@jansimpson
@christinekorda
@toniahammer
@communicable
@uncommon_sense
@jinxyyz
@anna_lea
@nejsnave
@sgollish
@infiltrators
@Miss604
@tamera
@colleencoplick
@adelemcalear
@ambermacarthur
@aprildunford
@edenspodek
@leilaboujane
@adlounge

Moody

The fact that it has taken this long for my moodiness to make an appearance on Twitter is rather a surprise. I put this down to the lack of annoying and/or irritating behaviour that I have encountered while using it.
As with all things in life this type of behaviour will inevitable occur. The joy of Twitter for me has been the minimal amount of it.
Will it's increased popularity change this wonder? I suppose how the popularity affects how I use it will answer that question.
Hence the inherent beauty in the simplicity of how Twitter enables social media interaction. How & why I choose to interact with those I follow & those who follow me dictates the quality & quantity of the conversations.
As with any conversation, how you communicate is vital. Being open, honest, giving & respectful can lead to such joyous experiences.
Choose not to engage in antagonistic behaviour, the path of good heart interactions is so much more fulfilling. They lead to crossing paths with some very interesting & beautiful people.

Am I ready for another dog?

Am I ready for another dog? A question many people have been asking me of late. The honest answer is that I am really not sure. I flip back and forth between yes and no quite a bit. Every time I see a dog I am reminded of Chino, today is the 3 month anniversary of his passing.
I have started to think about the breed I would like to get but these thoughts are always associated with feelings of guilt. I am hoping to be ready by spring when it arrives, although right now it feels like a long way off.

Team building

Couple of weeks ago I took part in some team building exercises as part of our 2009 planning sessions, I will admit I was a little apprehensive about taking part since I have only been with the company a little over three months and was not sure what to expect. My past experience at other companies has been disappointing, however, I was pleasantly surprised, this time around the exercises were very well thought out and I thoroughly enjoyed participating.
They reinforced some thoughts of mine about teamwork that I have long held and have over my career endeavoured to get better at. These are not things I came up with but I have been taught & exposed to from great sports & business coaches that I have had the great privilege of been exposed over the years. Here they are:

The foundation of all good teams is trust. To build a strong foundation focus on identifying and discussing the individual strengths and weaknesses of your team.

The fear of conflict impedes true collaboration.Engage in healthy conflict, acknowledge that conflict is required for productive meetings.

Make Commitments! Make sure all team members are committed regardless of initial disagreements.

Accountability! Team members need to be held accountable for their performance and behaviour so it is critical that goals & standards of behaviour are explicitly communicated.

Results! Keep the team focused on tangible goals.

Twitter

This is a follow up on my last post regarding my social media usage.
I love using Twitter, it is my preferred means of social media interaction these days. It has this tribal feel to it which I really like. The fact that it has not gone fully mainstream yet probably also has something to do with it. It's clean, simple and easy to use.
The most intriguing thing to me about Twitter is that my interactions & conversations on it have led & continue to lead meeting people in person locally. This fact is leading to the development of real world friendships outside of my normal social circles which is very cool indeed. Toronto has an extremely vibrant Twitter community which extends beyond techies & the digerati. The coolest thing about the community is it's philanthropic nature as was highlighted by the creation for the HOHOTO event which raised $25k for the Daily Bread Food Bank in less than 2 weeks.

My social media usage

Over the holiday season I started thinking about how and what social media I use and here is what I realized.

Twitter is now by far where I spend most of time.

Facebook has become an annoyance and I try to avoid using it as much as possible. I use it primarily to keep in touch with old friends living in other cities or countries, and my family.

As for MySpace, well I had an account once, never really took to MySpace. I found the user experience to be too cluttered. I do visit music artists on MySpace referred by friends in the music business but that's about it.

Linkedin is still very useful for business networking, however, I have become much more efficient in my use of it and hence spend less time on it.

Plaxo which I barely use anymore and decided against renewing my paid subscription. Don't see much value in Pulse but with the free service it is good for keeping your address book update and keeping track of people's birthday's.

Through Ning networks I belong to few specialized social networks that use their platform covering the areas of online advertising, the ad industry, online networking, and online salespeople. The only one that really interests me these days is a business networking group started by Sean Moffitt called The League of Kickass Business People.

Spock Networks, hardly ever visit this site anymore, lost interest quickly after initial infatuation.

Goodreads.com I like this site and still use it but don't visit it that often. Intrigued by the concept since I love reading books.

So why the change in my usage, well I put down to a few things.

Signal change, my vibe is changing, however you want to describe it. My interests have not really changed that much but the interests that are now a priority for me have definitely changed. This has resulted in a change in the way in which I project and present myself to the world. No longer willing to settle for doing the same things, more willing to follow pursuits that differ from the interests of those around me.

I have always had much in common with my brethren & sisters, a shared history and similar cultural & societal upbringing which imprinted on us a certain mode of behaviour. A unique urban tribe which is an extension of my family. They have lifted me up in times of struggle and provided me with a safe environment to grow from the shy, little kid who landed on these shores in 1979 from South Africa to the person I am today. Although we have much in common there is obviously differences in our interests which is probably why we have remained friends for so long. One of the big differences however is my interest & use of social media compared to theirs, I mean quite a few of the tribe are on Facebook, a couple on Linkedin and none on Twitter. But I have friends who don't even have Internet access at home by choice not circumstance and some who have only gotten high speed access in the last year. For a long time this was great because it would enable me to get away from the connected digital world but of late I have also started to notice that the interests we have in common are no longer that much of a priority to me and the ones that are we do not share the same enthusiasm for.

The further development and growth of my career by landing a role which enables me to truly leverage all of my knowledge, skills and experience combined with a great work environment and colleagues.

The recent sickness and passing of my dog, Chino, whose impact on my life was so positive and made a better human being. I cannot understate the impact of this beautiful dog on my life, my previous posts on his loss illustrate this.

These changes have coincided with an increased use of Twitter, on which I have started to connect with some very cool & interesting people in many places especially here in Toronto. The coolest thing is that our interactions on Twitter with folks in Toronto is that it has started to manifest in real world meetings. I think my attraction to Twitter is that it feels like a tribe, people connect based on the vibe of each others tweets. The HOHOTO event is a perfect example of why I love being on Twitter and the ripple effect it has had on Twitter is simply amazing. A post by Adele McAlear is a great recap of the event.
I am excited about the possibility of getting to know the people I have met through Twitter and meeting more people. As well as the opportunity to pursue my interests in art, poetry, literature and culture with the people I have and will meet through Twitter.

Hopefully this post is not too disjointed and long.

One Love,
Z

Life without Chino

The dawn of a new year is a time of reflection for many of us especially in these times of uncertain economic climate. I am even more reflective this new year with Chino passing away on Dec. 2nd and I am still adjusting to life without him. I expected to experience some loneliness since I have had him since he was a puppy and he was 11.5 years old when he died, however, I was not prepared for certain things such as how much bigger my apartment feels, the impact of our walks on my daily routine, and the impact of his loss on other people.
As I move into 2009 with much optimism about the future, I am thankful for the time I had with Chino and all that I learned as result of having him in my life.

I am more responsible, patient and tolerant as well as enjoying life more.

I wish you and your family peace and prosperity in the year ahead.

Chino

This past Tuesday my dog, Chino passed away, due to complications from blood cancer. Although I would have liked to have had more time with him, putting him to sleep was the most humane thing to do. He was 11 1/2 years old when he passed and had been with me since he was six months old. The memory of the day my friend Adina & I found him at the Toronto Humane Society will forever be seared in my memory as will the day he passed away in my arms. In between were 11 great years of companionship which taught me much about patience, responsibility & unconditional love. He leaves behind a large vacuum in my life which will take some time to adjust to and I extremely grateful for the support from family & friends. I would like to especially thank my good friend, Bev, who used take care of Chino whenever I traveled and/or would be coming home late from work, and is feeling his loss as much as I am. Besides myself there was no one closer to Chino than Bev.

Goodbye my friend, you were loved and will be missed.

New beginning

Quick announcement, tomorrow is the start of a new journey in my career. I will be starting at Canoe Inc., as an Account Director - Strategic Alliances. I am extremely excited about this opportunity since it will enable me to utilize all of my skills, knowledge and experience in a more comprehensive way that I have previously had the opportunity to do. I will be sure to post the official company announcement of my appointment which will be sent out in the next couple of days.

Are you planning to vote? I hope so

This not something I would normally write about, however this federal election is critical and will impact this country for many years to come. It is critical that Stephen Harper does not get a majority. Please get out and vote. Keep the environment, the economy & the arts in mind. Harper does not care about the environment, when it comes to the economy he only cares about the rich & large corporations, & as for the arts he fails to understand their importance to a society as well as it's impact on the economy. Also check out these links

http://tinyurl.com/4r69pz
http://www.nowtoronto.com/news/story.cfm?content=165208
http://www.nowtoronto.com/news/story.cfm?content=165211
http://www.nowtoronto.com/news/story.cfm?content=165213