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BizReport : Advertising archives : September 19, 2008


CheckM8 launches ad inventory forcaster

A new tool could help publishers better manage their advertising inventory. This, in turn, could help marketers better manage their campaigns. The AdVantage Inventory Yield Manager from CheckM8 uses SMARTtags to manage ads based on user behaviors and website metrics.

by Kristina Knight

The SMARTtags collect data such as page views, unique users and targeting parameters that reach into sub-channels and page level hierarchy. It also distributes data based on dayparts, geography and season, giving marketers a unique insight into how consumers are engaging with specific content pages throughout the calendar year.

"Inventory is at the heart of every strategic decision a publisher makes," said Dana Gavami, CEO of CheckM8. "[This tool] is proven to. . .enable publishers to put the Excel sheets away as they gain confidence to deliver Insertion Orders."

The Yield Manager can also give revenue forecasts based on historical data to let marketers predict up to a year in advance. Marketers can also optimize yields and create virtual groups of sites when planning campaigns to help determine where ads should be placed.

As the holiday shopping season creeps closer, and with the economy softening, marketers need every advantage. The ability to forecast and manage their ads will become even more invaluable than it is now.






Tags: advertising inventory, online advertising, online publishing








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