8. The Long Tail has Grown
Focused Content sites
Unique
users
Travel Autos Technology Men
Top Portals
Portal Inventory Content rich inventory Small sites, blogs
Inventory Ranking
9. How does ad network do?
Ad Network
Categorized by
Publishers Demographic
Advertisers
(e.g.
Men, Women, Tee
ns)
Categorize by
Auto Content Type (i.e.
News, Sports, Tec
h)
Sports
10. Types of ad network
• Representative Network
• Blind Network
• Vertical Network
• and more ….
12. Publisher
1. Why should you join?
2. Ad Network Selection Checklist
13. 1. Why should you join?
Monetizing your
(remnant) inventory
Reach out to agencies and
advertisers
14. 2. AD NETWORK SELECTION
CHECKLIST FOR PUBLISHERs
• Recommendations (Reliability and Credibility)
• Advertiser ads quality and ads control ability
• Placement Requirement
• Compensation (CPM/CPC/CPA)
• House Ads and Remnant Space
• Payment terms and method
• Stats and Tracking
• Channel conflict (Report, Data, …)
15. Advertiser
1. Why should I work with an ad network?
2. Ad Network Selection Checklist
16. 1. Why should I work with them?
Source: Collective Media Ad Network Study 2010
17. Inventory quality and targeting
technology will continue to
become common as top-tier ad
networks rise above the rest.
Source: Collective Media Ad Network Study 2010
18. 2. Ad Network Selection
Checklist for Advertisers
• Brand-safety • Digital platform
capabilities
• Transparency
• Reporting
capability
• Target audience
reach • Responsive staff
• Targeting
capabilities
19. Let’s Talk
Loi Tran
Sales Executive
Komli Media Vietnam
W: http://www.komli.com/sea
E: loi.trandai@komli.com
M: +84 122 888 1077
Editor's Notes
“Help us monitize”“They’re my clients”“Re-seller for my inventory”
“a media vendor basis”“Place for putting my ads”“a new medium to widen reach via bundle of sites”“a new efficient and measurable channel to add in besides my traditional one”
An advertising network is a company that that generates revenue by offering advertising spots (for advertisers) through a network of online properties (publishers).
Ad networks are delivering what the marketplace is looking for; large, highly targeted audiences that deliver ad results in an efficient manner. While content sites provide advertisers with “brand-focused” content, context and ad experience, networks provide these benefits at scale
Ad networks are valued for reach and targeting. Audience data and insights are seen to be the new differentiators- Providing target audiences at scaleThis finding indicates that inventory quality and targeting technology will continue to become ubiquitous as top-tier ad networks rise above the rest.
What are the site quality standards of the network? How do they decide whether a site is good enough to run my advertising? The network should have impeccable standards to ensure your ads run in brand-enhancing environments. Running next to the wrong kind of content can do damage to a brand.Is the network willing to share its site list, as well as the actual site list on which my ads will run? You have the right to know where you will be advertising. At a minimum, you should see the site list of your campaign.What is the reach of the network to my target audience? Reach isn't everything, but working with larger networks makes the job of buying, reporting and optimization easier.How robust are the targeting options? Can they pinpoint my audience? Can they segment my audience and offer tailored campaigns? Digital advertising is getting increasingly sophisticated, and the capability to offer these will become increasingly important over time.Does the network offer me opportunities to develop programs across digital platforms such as mobile, widgets, social media and gaming? Audiences are fragmenting across platforms. Having a network that can offer you platforms beyond PC-based Web pages will make it easier to migrate more and more of your advertising to follow your audience in the near future.What are the reporting capabilities of the network? Can I see them before I buy? Can it be integrated into my current reporting platform? The network you choose should make these critical tasks easier, not harder.Is the sales rep I would be working with responsive? Do they strive to meet reasonable requests and deadlines? Personnel is critical; the staff should make your job of planning, buying, reporting and optimizing easier, as well as offer ideas for improving your campaign and ways to plan for the future.
