Archive for the ‘Affiliate Marketing’ Category

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Google releases its next-generation ad serving platform for publishers


2010
02.25

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Google releases its next-generation ad serving platform for publishers

Key points

* Google announces upgraded ad serving platform, DoubleClick for Publishers (DFP)
* Part of a full suite of products to help publishers maximize online advertising revenues
* New DoubleClick logo unveiled

Today, as part of its efforts to help online publishers maximize advertising revenues from their website content, Google announced its upgraded ad serving platform for publishers – DoubleClick for Publishers (DFP).

DFP is a single platform that upgrades and will replace Google’s existing ad serving products: DoubleClick’s DART for Publishers and Google Ad Manager. The upgraded DFP combines Google’s technology and infrastructure with DoubleClick’s display advertising and ad serving experience.

For larger online publishers, managing, delivering and measuring the performance of ads can be a hugely complicated process. Major online publishers (including social networks, entertainment sites, portals and news sites) use ad serving to manage the complex process of how and when the ads they have sold appear on their websites.

Neal Mohan, Vice President of Product Management at Google, said: “Google wants to help online publishers make the most money possible from their content. The upgraded DFP is part of our suite of products that are designed to help online publishers maximize their advertising revenues. Ad serving is the machinery that powers the online advertising world, so improving that technology can put a lot of money in publishers’ pockets. This upgraded platform is another major milestone in our continuing investment in the display advertising ecosystem.”

The upgraded DFP is part of Google’s suite of products – also including AdSense and the DoubleClick Ad Exchange – to help online publishers maximize their advertising revenues across all their ad space, whatever their size and however they choose to sell their ad space.

It includes a wide variety of key features that will help enable publishers to get the most value out of their online content:

* A new interface that has been completely redesigned to save time and reduce errors.
* Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
* Sophisticated algorithms that automatically improve ad performance and delivery.
* A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).
* Integration with the new DoubleClick Ad Exchange’s “dynamic allocation” feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks. Dynamic allocation is described in this document.

DFP comes in two flavors, tailored for different publishers’ needs:

* DFP – for larger online publishers, to which current DART for Publishers customers will be upgraded over the next year.
* DFP Small Business – a simple, free version designed for growing online publishers, to which we will be upgrading Google Ad Manager customers.

To reflect Google’s continued investment in DoubleClick’s products and the central role of DoubleClick’s technology products within Google’s display advertising business, Google is also today unveiling some changes to the DoubleClick logos – including typset changes, incorporating a new “by Google” theme, and retiring the “DART” brand.

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Google Renovates Ad Platform


2010
02.23

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The company’s DoubleClick advertising technology, originally a tool for large publishers, is now also available for small publishers.

Google on Monday introduced DoubleClick for Publishers (DFP), a revamped version of its ad serving technology for large publishing companies.
Google also said that a streamlined version of its ad delivery platform, called DFP Small Business, is available for smaller publishers and will replace its previous small business offering, Google Ad Manager.

In effect, Google has completed integrating the technology it acquired through its $3.1 billion purchase of DoubleClick, a deal announced in 2007 and completed in 2008 that gave Google a foothold in the online display ad business.
“DFP comes in two flavors, tailored for different publishers’ needs: DoubleClick for Publishers, for the largest online publishers, and DFP Small Business, a simple, free version designed for growing online publishers,” said Google VP of product management Neal Mohan in a blog post. “We’ll be upgrading current DART for Publishers publishers to DoubleClick for Publishers over the next year as we continue to add features and modules, and we’ll be moving Google Ad Manager customers to DFP Small Business in the coming weeks.”
Google also has a third ad serving product, AdSense, which provides automated ad serving for publishers and Web site owners who don’t want to take an active role in ad management on their Web sites.

DFP arrives with a redesigned user interface, more detailed reporting capabilities, algorithms designed to improve ad delivery and performance, a new public API for third-party developers, and integration with DoubleClick’s Ad Exchange. Ad Exchange is a real-time display ad space auction, which allows DFP users to receive bids for unsold ad space from multiple ad networks.

“If you had any question that dynamically-served advertising — along the lines of what the industry has grown up with in search — is the future of all advertising, then wonder no longer,” said Mark Simon, VP of industry relations at Didit, an online marketing company, in an e-mail. “Google has understood that for years; and it’s wise of Google to keep at the lead of that trend, as all marketing channels become more sophisticated and intertwined.”

Simon says that Microsoft is in an excellent position in the display ad space, thanks to its 2007 purchase of AdECN. If Microsoft responds, he says, it may be through deepening its alliance with Yahoo, which remains strong in the display ad arena. The two companies, through they have partnered in search advertising, remain competitors in display advertising, he says.

“The possible synergies there could create ‘MicroHoo’ competition to Google on the display ad front, in the same way it’s creating competition to Google on the search front,” Simon said.

Simon argues that the movement toward dynamic, automated media buying may eliminate traditional media buying models before too long, a trend likely to make ad management and analytics tools and expertise even more valuable.

PPC News

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EBay to pay affiliates differently


2010
02.01

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Ebay has introduced a new payment structure to its affiliate marketing program, eBay Partner Network, intended to more closely align payment to affiliates with the quality of traffic they drive to eBay.

Quality Click Pricing is designed to further reward affiliates who drive incremental transactions on eBay and who send value buyers to the site.

Under the existing payment structure, eBay paid affiliates for sales and leads. With the new program, affiliates will now be paid for each click sent to an eBay site. The price paid per click will take into account the incremental value of the traffic that a publisher drives to eBay. The greater the incremental revenue and the higher the expected lifetime value of the customers an affiliate sends, the higher the earnings per click and total earnings an affiliate will receive.

Earnings per click will be set daily for the previous day’s traffic.

EBay ran a three-month limited beta test of Quality Click Pricing starting in May that involved 25 publishers. The new pricing system will be phased out over the next couple of months. New publishers who join the eBay Partner Network as of September 1 will be paid under the new system while those who joined prior to September 1 will remain on the current system until October 1.

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GSI Commerce acquires Pepperjam


2010
02.01

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GSI Commerce has acquired certain assets of Internet marketing agency Pepperjam, which operates an affiliate marketing network and offers search engine marketing and online media planning.

GSI moves directly into the affiliate network business with the acquisition, said Nick Pahade, president at GSI Interactive, the digital marketing services agency at GSI.

“We believe the affiliate marketing space to be a powerful and effective marketing tool,” he said. “By owning our own network, we think we can drive better innovation and additional enhancement to the industry moving forward.”

Pahade explained that GSI was also interested in acquiring Pepperjam for its affiliate network’s transparency system, which provides advertisers with contact data and promotional methods.

“This is a key differentiation in the marketplace that allows advertisers to have more control over the affiliates they are working with,” he said, adding that it also “empowers affiliates to build stronger relationships with advertisers.

Pepperjam, located in Wilkes-Barre, PA, has 48 employees. It will operate as a separate business unit of GSI Interactive.

In April, GSI Interactive acquired Silverlign Group, an integrated marketing strategy and design agency.

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