Advertising Week will commence January 25, 2010. The event highlights industry leaders and key trends in a sector that contributes more than $19 billion annually to the Canadian economy. Leading Social Change - Ideas, Tools and Inspiration is one of the events that will take place at the MaRS Discovery District featuring Robert F. Kennedy Jr.
In a not-atypical scenario, a publisher may only receive $1 of a $5 cost-per-thousand media buy once all the middlemen have taken their tithes. Where does the rest go? According to an estimate from Tolman Geffs, co-president of investment bank Jordan Edmiston, it gets divided like this: The agency ($.75), ad network ($2), data provider ($0.75), ad exchange ($0.25) and the ad server ($0.25).
The space between advertiser and publisher has become jam-packed over the last decade, with literally hundreds of ad networks, data companies, yield managers, ad servers and exchanges all purporting to serve advertisers or publishers in some unique way; but all have their own business models that may or may not be adding value to either.
they're all dipping into the display-ad revenue stream.
what parts of the online display-ad ecosystem, estimated by eMarketer to be worth $7.9 billion in 2010, are adding value for publishers or brands, and what parts are preventing the flow of brand dollars into the system.
While some publishers remain wary of Google as both a service provider to publishers as well as a competitor for display-ad dollars, Google's argument is that its motivations are virtuous. As VP-Product Management Susan Wojcicki said last week at the Internet Advertising Bureau's annual meeting, Google makes money when publishers do. That, and the set-up isn't much different from Microsoft, itself a seller of online ads as well as a service provider to publishers.
Any time you have companies talking about their secret algorithms or black boxes, it should raise a red flag, he said. For publishers and advertisers, the question should be: Do they make the whole thing bigger and better?
AdAge - In a not-atypical scenario, a publisher may only receive $1 of a $5 cost-per-thousand media buy once all the middlemen have taken their tithes. Where does the rest go? According to an estimate from Tolman Geffs, co-president of investment bank Jordan Edmiston, it gets divided like this: The agency ($.75), ad network ($2), data provider ($0.75), ad exchange ($0.25) and the ad server ($0.25).