Posts Tagged ‘google’

Of course through a Google search I was able to find various articles with a few key word matches. The first was an article from 1999, “Hispanics are Immune to March Madness”,  which while interesting is a bit out of date. The second was an article in Hispanic Business that went into detail stating that your office pool is illegal and that companies should have a policy against it. OK, so I was 0-2 in my initial search and decided to try another tactic.

I decided to check out some key Spanish language sites with a sports section such as ESPN Deportes, Univision and Terra. While I did find nice photos of cheerleaders, lots of soccer news, pre-season baseball scores, and even some Formula 1 racing information, information about the NCAA tournament was pretty much non-existent or at least well-hidden.

On the eve of the tournament finale with Duke facing Butler, I am surprised by the lack of attention given to this prime-time finale and am looking forward to seeing the Monday program ratings. If any of you come across information related to this or other posts, please leave your comment.

While reading the latest article in Advertising Age that highlights the negative aspects of a network relationship for publishers, I continue to wonder who these ad networks are.  YES, I have experience in various ad networks and YES I have ownership in one such network, so I am somewhat biased.  However, an introductory line such as: “In typical scenario, a $5 CPM can end up netting a publisher $1” is misleading.

In all fairness, as the article goes on, it refers to the ad dollar from the client level, citing expenses for the agency, data provider , ad exchange and ad network.  Of course, they also like to cite the well-known publishers such as CBS, ESPN, Time Inc.,  and Turner that have publicly announced that they have discontinued their network relationships.

For publishers such as CBS, they have the sales teams and resources to sit on inventory, enter into a contract with DoubleClick for DART for Publishers and have someone dedicated to running the system, whereas for most publishers there are limited resources at their disposal, and one key question is, where can you generate the necessary revenue while keeping expenses down?

Publishers should absolutely value their traffic and also choose their network partners wisely. As a standard practice, website publishers usually receive 50% of the revenue generated by their ad network partner.  While the article speaks to cutting the ad dollar from the point of origination, it should be noted that the actual ad network is only one step, and in general some parties (such as the agency) are probably going to be a part of any advertising deal, and are therefore unavoidable. All networks are not alike, and it is important for publishers to ask difficult questions and monitor their partners. However, if you are a publisher contemplating doing everything yourself, have a close look at the costs and effort required to sell 100% of your inventory.

Twitter, the popular microblogging system, could be on the brink of changing the world of online advertising.  Everything seems to indicate that we could soon begin to see ads on its pages.  Until now, people wondered, besides agreements with certain companies, when Twitter would start to generate profit.  Now we have the answer.

According to rumor, the start date would be some time in March.

Twitter -again, according to rumor- would have the intention of showing relevant and truly useful ads and, of course, they would not be intrusive. This last point will surely be controversial for some of the more “sensitive”  Twitter users.

Bearing in mind that Google, Yahoo and Bing have begun to include Twitter conversations in search results, and that there has been a tremendous growth in users and page visits, the future couldn’t be brighter for a company that many didn’t take seriously when it first appeared.