Comments on: How Online Display Ads Are Served http://www.rolandsmart.com/2009/10/how-online-display-ads-are-served/ Marketing, Culture & Smart Design Sun, 06 Feb 2011 22:07:03 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Ads Follow Consumers | Sprout http://www.rolandsmart.com/2009/10/how-online-display-ads-are-served/comment-page-1/#comment-11544 Ads Follow Consumers | Sprout Tue, 24 Nov 2009 18:29:59 +0000 http://www.rolandsmart.com/?p=3402#comment-11544 [...] While the destination-oriented approach to serving ad units has not gone away completely, it has been eroded by the rise of search. Search allows people to view ads through search engine results pages. These ads offer better relevance because they are targeted based on search keywords (intent). In addition, new ad serving technologies have been developed to serve ads with greater relevance based on page content (contextual targeting) and browsing history (behavioral targeting). If you’re interested in learning more about ad targeting, read my post about how online display ads are served. [...] [...] While the destination-oriented approach to serving ad units has not gone away completely, it has been eroded by the rise of search. Search allows people to view ads through search engine results pages. These ads offer better relevance because they are targeted based on search keywords (intent). In addition, new ad serving technologies have been developed to serve ads with greater relevance based on page content (contextual targeting) and browsing history (behavioral targeting). If you’re interested in learning more about ad targeting, read my post about how online display ads are served. [...]

]]> By: Roland Smart http://www.rolandsmart.com/2009/10/how-online-display-ads-are-served/comment-page-1/#comment-11111 Roland Smart Fri, 13 Nov 2009 16:56:02 +0000 http://www.rolandsmart.com/?p=3402#comment-11111 Timothy, I think this is a really interesting idea. Essentially you're saying that users could reach out to brands to showcase their latest product and campaigns related to a specific search. I wonder what advantages this has over just going to a shopping site like Amazon that normalizes all the listings? I suppose that part of the benefit is that brands can compete more effectively on experience. Those brands that deliver the most value through an interactive branded experience are the most likely to succeed? I think this gets even more interesting when the ads incorporate social content from your network, so you can mash up the brand's content with the opinions of your community. Just a thought. No doubt that's the direction we're headed in. I'm actually working on a panel discussion for Web 2.0 in SF on this topic .... this would be a great comment for that event. Timothy,

I think this is a really interesting idea. Essentially you’re saying that users could reach out to brands to showcase their latest product and campaigns related to a specific search. I wonder what advantages this has over just going to a shopping site like Amazon that normalizes all the listings? I suppose that part of the benefit is that brands can compete more effectively on experience. Those brands that deliver the most value through an interactive branded experience are the most likely to succeed?

I think this gets even more interesting when the ads incorporate social content from your network, so you can mash up the brand’s content with the opinions of your community. Just a thought. No doubt that’s the direction we’re headed in.

I’m actually working on a panel discussion for Web 2.0 in SF on this topic …. this would be a great comment for that event.

]]> By: Timothy Post http://www.rolandsmart.com/2009/10/how-online-display-ads-are-served/comment-page-1/#comment-11010 Timothy Post Wed, 11 Nov 2009 20:45:09 +0000 http://www.rolandsmart.com/?p=3402#comment-11010 In order that online ads reach the "relevance threshold" perhaps we should consider another way they could be served- Permission Based? What if I were able to say to a vendor with some VRM software, say embedded into Facebook Fan Pages, that I'm in the market for a new pair of skis and give my permission to K2, Rossignol, Stockli, and Head to serve me some "ads" giving me some information? Now that would be relevant and valuable. Yes? In order that online ads reach the “relevance threshold” perhaps we should consider another way they could be served- Permission Based?

What if I were able to say to a vendor with some VRM software, say embedded into Facebook Fan Pages, that I’m in the market for a new pair of skis and give my permission to K2, Rossignol, Stockli, and Head to serve me some “ads” giving me some information?

Now that would be relevant and valuable. Yes?

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