Broadcasting and Cable recently shared an article entitled Ensuring Digital Ad Monetization Starts With Interoperability written by our CEO, Mark Gorman. The article outlines how data has become a primary driver for both measuring and reaching customers.
As many people know, the very first banner ad for AT&T appeared in 1994 on Wired Magazine’s first foray into the world wide web – their website. From that day forward, companies began trying to figure out how to monetize their connection, their content, and their properties. Fast-forward more than 20 years and people are still trying to comprehend how they can extract the full value of what they own and produce.
Where the digital ad is concerned, data has become a primary driver for both measuring and reaching customers. However, how that data is accessed, used, and shared between media ad sellers and buyers is continually changing and evolving. It becomes a game of who moved my cheese?
Expanded ad revenue channels and the surmounting data tethered to them has required media ad sellers to apply a more consultative sales approach to their strategy. The ad buyer/marketer, big and small, is inundated with options, looking for thorough and comprehensive advertising opportunities that make the most sense for them – and it is up to the media ad seller to know the intricacies of every ad opportunity and how it would best fit each diverse marketer. Of course, the challenge does not stop with simply needing to know your products and be more consultative. The media ad seller needs to be lean. The first banner ad had zero expectations since nothing like it had come before it. Today that ad is being placed in a specified section of a website (or better yet within a targeted piece of content, email, or mobile application) and is capturing conversions over impressions. Its creative design and call-to-action are sequential and changing weekly or daily – making the need to maximize revenue on each ad sold and placed all the more vital. Read more>>