Google has not only always responded to changes in the online advertising industry, but also actively shaped the market vector itself. As the row of services for publishers and advertisers of all sizes and stripes emerged, the time has come to streamline them.
Forecasting website traffic is necessary for the publisher for many reasons; and two of them can be considered primary.
Online advertising market has shaped within the scope of capabilities of the Internet and the devices that we use for joining the global network. Each advertising channel – and we will touch upon mobile, desktop and interactive TV – is specific. But what is more efficient?
The online advertising ecosystem is continuously evolving and expanding. 15-20 years ago the job of searching for advertisers and negotiating banner placements could be handled by one person. Now content monetization requires teamwork.
The term “yield management” first appeared in the air-industry, where carriers had to solve the same task for many years – set a valid price for each passenger seat on each flight during the year, taking into account seasonal demand for different flight directions.
All Moscow residents and guests have already got used to free Wi-Fi everywhere. Not long ago it also appeared in subway, aero-express trains and airports – and this happened thanks to MaximaTelecom.
Just imagine a situation when even after setting the highest priority for an ad campaign, being late, it ends with under-delivery. And this is preceded by long (but finally successful) negotiations with the client to loosen the campaign’s targeting parameters. However, nothing has worked. Sounds familiar?
Probably you know it! I also read it a lot of times that one of the problems for viewability is a different approach to measurement across different providers. But how significant can be this difference for some well-known brands? Even for providers which follow to all IAB standards and “3MS and MRC Viewable Ad Impression Guideline”.
Viewability is a hot topic now and it’s rightfully so. It does bring a lot of logic for advertisers to pay only for those ads which were seen by potential client. And if we’d prioritize all activities which user can do on the site it’s pretty clear that from the advertisers perspective the most important is lead or action.
Fraud has become a serious problem for digital advertising, according to some researches it accounts for up to 50% of media advertisement.
According to different studies, done both by independent analysts as well as such respectful organizations like IAB amount of fraudulent impressions, clicks or attribution can get up to 20-30% of all online ad inventory.