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BizReport : Advertising archives : October 12, 2010

The data you need to make ad network/exchange buys

Consumers are increasingly turning to the online space to find product information, access deals and coupons and make purchases. And, because consumers are in the space brands are following but many are following blindly and may not make the most of the online ad space. Although advertising networks and exchanges help some brands, one industry expert says businesses need more analytics before making network or exchange buys.

by Kristina Knight

traffiq.pngWith more businesses turning to the Internet each day the ad space is becoming more and more crowded. Although the variety works for consumers, many brands are getting lost in the shuffle, which is why they are turning to advertising networks to make campaign buys. But, without research into the network space, brands may be worse off than if they navigated the online waters alone.

John Yang is the Director of Agency Development with TRAFFIQ, a leading media planning and buying platform. The TRAFFIQ platform offers 100 billion daily impressions from 2,200 branded publishers to more than 400 advertisers/agencies. Although advertising networks or exchanges do help many brands succeed, he warns that uneducated marketers may lose control of ad placement, may only be able to access remnant ad space and may not achieve their desired delivery goals.

Whether buying direct from a publisher or using an advertising network/exchange Yang suggests that businesses research the kind of data that is available to them from the ad/publishing partner. According to Yang businesses need:

• Actionable audience data at the atomic level
• In-flight analytics
• Real time performance data
• Branded metrics - awareness, purchase intent, message association and familiarity

Tags: advertising exchange, advertising metrics, advertising network, online advertising, Traffiq

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