| Ad serving displays web ads on other websites. | | | | Ad Serving and Blogs |
| These ads are no longer simple banner ads, but can | | | | What does one expect to accomplish in a partnership |
| be very appealing and interactive with video, games | | | | between a leading content management and |
| and audio. Online ad serving catches the valuable | | | | corporate blogging solution provider and a company |
| attention of customers while enabling advertisers to | | | | that offers a set of tools to create, promote, analyze |
| instantly track the effectiveness of the ads. No | | | | and optimize advertising in weblogs and content |
| wonder then that ad serving and blogs have found a | | | | feeds? The first company is an innovator in corporate |
| way to work together. | | | | weblog market while the other is an ad serving |
| The Logic of Ad Serving | | | | company. A beneficial relationship seems to have |
| Both the advertiser and the website benefit from ads. | | | | been discovered between blogs and ad serving. |
| The advantage to the marketer is being able to hit the | | | | An ad serving company can use its full-featured web, |
| right person at the right time with the right message. | | | | blog and feed advertising server to efficiently manage, |
| Ad serving provides software to websites and | | | | serve and report on ads in feeds while making it |
| advertisers to let them choose the ads, display them, | | | | possible for publishers to easily monetize their |
| count them and determine for themselves which ones | | | | syndicated content. This will facilitate integrated ad |
| will make more money for the website. | | | | serving capabilities into a site's content management |
| An ad server decides which ad to display particularly if | | | | and blogging platform. This can easily provide several |
| the site has several different advertisers. It will choose | | | | unique features to customers such as the ability to |
| the ad that is more likely to result in a sale based for | | | | create, manage and track rich advertising campaign in |
| example on a web user's previous usage. The ad | | | | websites, blog communities and RSS feeds as well as |
| aims to entice the user to click on the ad and buy the | | | | self-service ad purchasing and flexible revenue models |
| advertised product. | | | | that can extend options to run ads out to include |
| Ad serving companies can help through online ads that | | | | individual blogs. |
| are placed through careful planning with the objective | | | | The partnership brings a valuable ad serving and |
| of generating impressive results. They are equipped to | | | | management module to content management and |
| identify the best online advertising opportunities for a | | | | branded blogging platform. The integration of a site's |
| website. They can also develop effective online ads | | | | blogging platform to an ad serving company's blog and |
| and integrate them to an existing brand or campaign | | | | RSS ad serving network amounts to being able to run |
| while negotiating the best rates and simultaneously | | | | targeted ads to communities which is equivalent to |
| deliver multiple messages to multiple target audiences. | | | | revenue for companies and bloggers. The resulting |
| The ROI is determined for the advertisers through the | | | | campaign management and reporting simplifies the |
| direct tracking of results in real time. Online advertising | | | | process of serving and tracking web and RSS ads. It |
| is recognized as an important medium which can no | | | | also provides clients with several revenue opportunities. |
| longer be excluded from a company's marketing | | | | This clearly enables customers to benefit from the |
| efforts. | | | | power of weblog and RSS advertising as it provides |
| There are basically two sides to ad serving - facilitation | | | | more niche content, highly targeted blogs and a whole |
| of all ad communications and trafficking. It is typical to | | | | range of advertising possibilities. |
| see companies operate through multi-tasking even at | | | | Emerging advertising trends point towards more |
| this aspect. This means that publishers assign both | | | | sophisticated and trend-setting media sources such as |
| works to one employee that is tasked to serve client | | | | photocasts, podcasts, RSS feeds and blog sites. |
| needs while trying to keep up with the very critical | | | | Content providers should be quick to adopt these |
| responsibility of trafficking. This scenario usually results | | | | concepts if they want to boost their ability to support |
| to loss of control, trafficking error, workflow | | | | the unique alternatives presented to customers. A |
| inefficiency or inconsistency, poor customer | | | | result of a recent survey shows that a large |
| management and very unhappy clients. | | | | percentage of marketers surveyed have immediate |
| Any advertiser would benefit in having predictability | | | | plans to spend on these new marketing techniques. It |
| and responsiveness from its ad serving company. This | | | | also shows that creation of blog sites lead among the |
| equates to predictability in campaign delivery and | | | | possible choices together with RSS feeds and video |
| error-free trafficking. The assurance that all possible | | | | ads. |
| means are to be exhausted to help the advertisers' | | | | The users' focus shift for informational resources to |
| client should also exist. | | | | the Internet has prompted companies to recognize the |
| The delivery of these expectations would require | | | | changing dynamics and led them to respond |
| multiple skills from the ad serving provider. It would | | | | accordingly through a more varied ad campaign |
| need both technical and emotional intelligence to deliver | | | | approach. A content provider's experience of higher |
| the service. Responsibilities falling under technical | | | | online usage, participation and loyalty increase the need |
| intelligence include testing creative in standard or rich | | | | to deliver more relevant customer advertising. |
| media formats, tracking creative into the ad server, | | | | Advertisers are able to achieve higher ROI from ad |
| understanding the implementation of website structure | | | | placement when the right users are identified and |
| as well as optimizing and revising existing ad | | | | targeted. The publisher can demand higher rates from |
| campaigns for customers. Emotional intelligence | | | | advertisers when a relevant online target is found. |
| includes keen interaction skills as well as the ability to | | | | Many organizations might soon find themselves with |
| organize, prioritize and multi-task. | | | | an outdated ad server due to the rapid growth rates |
| Successful ad operation forms the backbone of | | | | of emerging media sites. This is why it is important for |
| impressive customer service. It can coordinate people, | | | | anyone to have a scalable and reliable management |
| process and technology to make publishers more | | | | solution to counter the problem. It is likewise necessary |
| competitive for income generation and client | | | | to ensure that ad servers allow for integration with any |
| satisfaction. Maximizing and maintaining relationships | | | | content delivery requirements or platforms that may |
| should always come together with the focus on | | | | be required in the future. |
| trafficking ads. | | | | |