Online advertising explained

How OpenX publishers maximize ad revenue

olivergeorge — Wed, 13 Aug 2008 11:39:38 +0100

How OpenX helps publishers
maximize revenue

OpenX is an open source ad serving software

Webpage
Visitor
1. Visitor loads web page
Ad
server
3. Ad server
decides
which ad to
serve
2. Web server “calls” ad
server requesting ad
Ad
server
4. Ad server returns ad
Advert
Webpage
5. Ad loaded
OpenX is open source ad serving software, that
enables publishers to set up, control and run their
own ad servers

With OpenX, publishers can…

• Serve ads from multiple providers through one easy to use
interface
– Serve ads from direct advertisers, ad networks and ad exchanges
• Track / report on the success of different campaigns
• Set criteria to decide which ad to serve which user in which
circumstance
• Use a range of data to target users
– E.g. On geography, demographic data, behavioural data

OpenX enables publishers to maximize revenue by
optimizing…

• The mix of direct advertisers and ad networks
– Single interface and reporting capabilities mean publishers can
experiment with different providers to maximize revenue
• The revenue generated per customer
– Target individual users based on all available data
– Serve high value ads to high value users
• The revenue generated per campaign
Thank You!

Online advertising explained

Ad networks in more detail

olivergeorge — Wed, 13 Aug 2008 11:38:52 +0100

Ad networks in more detail
Ad networks come in all shapes and sizes,
specialising in different ways and offering
different functionality

Small ad network

Ad networks come in all shapes and sizes

Small
vs
large
Generalist vs
specialist
Blind
vs
transparent
Large ad network
Generalist
Specialist
Blind
Transparent In between

Ad networks can choose to “specialise” in a number of
different areas

Particular industry
verticals
Behavioural targeting
Brand values
Geography

Ad networks differ in the visibility they offer advertisers
over which websites their ads get shown on

Transparent Blind
In between
Advertisers buy space
on specific websites
Advertisers buys
space e.g. on financial
services websites, but
doesn’t know which
websites in particular
his / her ads have
been served on
Advertisers buys a
certain volume of
inventory, but doesn’t
know on what
websites
Often offers publishers the best rates for each
impressions
Offers publishers a
way of selling remnant
inventory, without
cannibalising higher
rate sales
Thank You!

Online advertising explained

Selling your inventory to multiple advertisers

olivergeorge — Wed, 13 Aug 2008 11:37:28 +0100

Online advertising explained

Maximise your ad revenue

olivergeorge — Wed, 13 Aug 2008 11:35:29 +0100

Maximizing Your Ad Revenue

Making money from display advertising: what matters?

Advertisers pay most to
- Display adverts that lead to a sale
- Target particular, relevant audience

Publishers need to
- Show ad campaigns that their visitors are likely to be interested in
- Display different ads to different visitors, depending on which target group they "fit in"

To maximize revenue, publishers need to match advertisers to particular website visitors

In order to maximize revenue, publishers have to meet two fundamental challenges

1. Sell space to multiple advertisers
2. Match individual advertisers with individual website visitors

Publishers can sell advertising space to different types of organisation

Direct advertisers
- Advertisers that buy space directly from individual web publishers

Ad networks
- Sell space (inventory) on behalf of multiple websites to multiple websites
- Generally take a "revenue share"
- Examples: Google Adsense, Commission Junction, Tradedoubler

Ad exchanges
- Auction inventory to the highest paying advertiser / ad network
- Different models
- Examples: Right Media, Traffiq, ADSDAQ

Advertisers that buy space directly from individual web publishers

Thank You!

Online advertising explained

Online advertising basics for web publishers

olivergeorge — Wed, 13 Aug 2008 11:34:05 +0100

Online Advertising Explained: The very basics

An introduction to advertising on your website for publishers that want to start at the beginning

Publishers can make money by displaying ads on their websites

There are many different kinds of ads that publishers can choose to show

Different sizes

Different formats
e.g. Text, Rich Media, Flash

Different positions on web page
e.g. Banners (along top), skyscrapers (along side)

Different payment models
Publisher paid if ad is displayed (CPM)
Publisher paid if visitors clicks on ad (CPC)
Publisher paid if visitor clicks on ad and goes on to purchase product / service (CPA)

It is easy for a publisher to start making money by displaying ads...

Services exist to make it easy for publishers to get started e.g. There are many different kinds of ads that publishers can choose to show

Services exist to make it easy for publishers to get started e.g.

...but harder for publishers to maximize the revenue they make from displaying ads