Paul Edmondson, YieldBuild CEO, was honored to write today’s Thought Leadership piece on DM2 Daily, the digital media and marketing newsletter. Here’s an excerpt, plus link for the full text.

The current credit crunch is being felt by just about everyone, and online publishers are no exception. Whether it’s a matter of minimizing burn rate, or making the most out of inventory, publishers are gearing for lean times in which only the savviest and best-performing are expected to do well. When ad spending contracts, like it did in 2000, the dollars that are available to web publishers will be more heavily weighted to performance type ads (in fact, according to a recent eMarketer study, this move is already happening). How does a Web publisher respond?

One thing many publishers don’t realize is that their choices can have a major impact on their campaigns’ performance. Recent years have seen a proliferation of ad networks competing with Google, and that often command higher payouts for their verticals. At the same time, ad networks have created a number of new ad formats, styles and technologies. The only problem has been: how does a publisher choose from among an increasingly complex set of network and format choices, especially when making the right choices can make a substantial difference in revenue performance?

As the problem space grows, there’s a growing need for a technological solution, one that can accommodate the variables that matter. Such a solution should also be able to respond to changes in traffic patterns, including coping with ad blindness (the likelihood of repeat visitors to ignore ads). It should additionally be able to respond to changes in ad formats as they become available, adding them to the optimization mix…

(Rest of article at DM2 Daily)

This entry was posted on Friday, October 24th, 2008 at 1:15 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.