As the Director of Network Relations here at ReviNet, my team and I are in constant communication with 50+ advertising networks. Needless to say the offerings – in terms of both creatives and UI functionalities – run along all ends of the spectrum. More times than not when they are lacking in one realm they are excelling in another. Where’s the consistency and what makes one network better than the next?
Obviously each publisher has different priorities – ad quality, fill, CPM, etc. – but when I am familiarizing myself with a new network there are a few things that are a 100% necessity if we are even going to consider utilizing said network. In essence- when the network is “effective” it will provide:
Customer Service and Responsiveness
- “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends”- Jeff Bezos (Founder & CEO of Amazon.com)
Truer words have never been spoken! I have worked in many facets of the media space: radio, TV, and lastly online. The rapport I have now with my contacts is unparalleled. They know what I need; whether it is a last minute set of tags or assistance with a certain creative. Servicing and responding to the needs of the network is one of the keys to our success.
Quality Campaigns…with decent CPMs
- When an advertiser has the opportunity to purchase quality inventory (made up of smaller websites and the remnant of the larger players) that has been woven together by whatever the RFP commands – content, behavior or demo – and reach a comparable audience at a fraction of the price, I think the only question is why not?! More and more brand advertisers are congregating on ad networks (that could be a whole additional post…stay tuned!) Not to mention, alternatively, to reach the desired targeted users, you would have to establish relationships with dozens of individual sites. This would mean negotiating rates multiple times, sending separate campaign materials, monitoring campaigns separately (on various systems), and paying separately.
From my point of view – as we work with multiple networks per publisher, we believe ad quality can weigh heavier than CPMs. Since we rank networks by eCPM, the first few impressions of the users’ experience (we would hope) would be the best, highest quality offerings of each network. Hit the frequency cap and on to the next network where you anticipate/expect the same. If that ad call gets hijacked by the dreaded belly fat or white teeth ad…nobody wins. We now remove the network entirely and the network has lost that opportunity to reach the quality audience who is more often than not going to have a higher rate of interaction.
User Friendly UIs
- Some networks’ UIs have really turned around and become user friendly. While the spectrum varies, there are a few where instantly pulling creatives, blocklist handling (even the ability to block entire categories), and changing payment options are all a click away. Every piece of functionality that networks give to the publisher is one less email or call to the network.
All of our publishers are super sensitive about ad quality (as they should be) so the ability to preview creatives before they run on your site has been a life saver. Proactive is always better than reactive…especially when referring to a sales channel conflict.
Technological developments in the space
- Whether it’s advancement in targeting, or giving the user the ability to pre-choose the creative of the ads being served to them, ad networks have a hand in all of it. Who doesn’t want to be involved in developing ways to get users more engaged and ads more relevant to the content? The content is streamlined, the process is efficient, and the technology is cutting edge.
So, the takeaways? An enormous amount of online inventory remains unsold even when publishers do their due diligence. Therefore every publisher has a need for a remnant solution. If networks are utilized correctly they can be that solution. Obviously this will not apply to every network (and unfortunately it’s trial and error) but eventually you will start see a select group become trusted partners with your organization. When we all come to the understanding that we’re in this to maximize our revenue at the highest quality possible, it starts to run like a well-oiled machine. And not just that…you’d be surprised how quickly the networks actually return your calls/emails!
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