White paper: Ad network optimisation is not a 'dark art'

‘Ad network optimisation – the basics explained’ provides a step-by-step guide into how ad network optimisation can improve efficiencies and revenues, and clarifies its relationship with ad networks and exchanges.

Advertising networks now account for 44 percent of total online display expenditure in the UK (IAB, April 2009).

In other research, Econsultancy estimates that the market for online advertising networks in the UK was worth between £300m and £350m in 2008, and predicts that it will have grown by around 10 percent during 2009.

Despite this increasing trend, there is a lack of readily-available information to provide a basic introduction to ad revenue optimisation. Improve Digital has responded to market demand with its new white paper, which answers key questions including:

·         How is price data collected from ad networks to ensure it is accurate and up-to-date?

·         How does the system work from the publisher's perspective?

·         How are ad views allocated to the various networks and campaigns?

·         How are ad network default impressions handled?

·         What is the difference between ad network optimisers, trading platforms, ad networks and ad exchanges?

“The digital eco-system has become progressively more complex and, with new players regularly entering the arena, the dynamics of the online advertising world change rapidly. This can make it challenging for online publishers, and ad networks and exchanges, to achieve the required efficiencies without a revenue optimisation platform,” explains Joëlle Frijters, CEO and co-founder of Improve Digital.

Frijters continues: “However, because the market moves quickly, there is a danger that online advertising revenue optimisation is seen as a 'dark art', or perceived as a threat. Therefore, a key part of our role is to provide information and be completely transparent, in order that all parties involved gain insight and understanding about new techniques that create increased efficiencies and benefit them.”

Improve Digital tackles the industry issue of unsold online advertising inventory, estimated in the UK to account for 80 percent of the total available (NMA – August 2009). The company helps premium online publishers maximise advertising income from ad networks and exchanges, with increases ranging from 60 to 300 percent.

This activity reflects the ongoing success of online advertising, which continues to defy the downward trend of advertising budgets. Research from Nielsen Online shows that the number of UK online display ad campaigns grew 11 percent in the second quarter of 2009 compared to the same period the previous year. On a global level, in July, Zenith Optimedia predicted that global online advertising spend will rise by 10.1 percent this year.

To download the white paper, click here: www.improvedigital.com/new-whitepaper-essentials-of-ad-network-optimisation