What to Expect From the Next Generation of Digital Display

Friday, 08. 7. 2009  –  Category: Enversa Companies

A new generation of online-display advertising is beginning to emerge to match the needs and wishes of large publishers and publisher-side brokers, and advertising networks are concentrating on brand safety and targeting.

Here are some other factors that affect what happens with digital display advertising:

• Ad exchanges have progressed from bid-matching to allocation.
• Many agencies are now aggregating data and impressions for themselves and their clients.
• Data exchanges now separate data-about-impressions from those impressions, adding to their significance and value.
• None of their competitors, including Google, seem capable of standing alone above all others.

Although signs of contention are there, publishers are starting to resemble networks, and networks have taken on some of the characteristics of publishers. The efforts of prominent publishers have become more advanced, and advertisers are adjusting to…

‘Demand-Side’ Networks Give Agencies a Boost in Display

Wednesday, 08. 5. 2009  –  Category: Enversa Companies

Demand Side Ad Exchanges

The business world is dynamic and ever changing, and this is certainly true in the online advertising sector. New methods for buying and selling are emerging rapidly so that agencies can realize greater sales and profits.  Traditionally, advertising agencies and networks work together to bring buyers and sellers together.  But, in order to curtail a drop in rates, agencies are boldly moving to capture more of the display market dollar.

The economic difficulties of these agencies are well documented. As the networks have captured more of their profits and they have seen their margins drop by as much as ten percent, they are becoming more active in the buying process to offset this trend. Ad agencies have entered into the demand side with…

A New Model For Business Publishing

Monday, 08. 3. 2009  –  Category: Enversa Companies

One of the most popular topics over the last couple of years has been the steady fall of the print media industry. Almost everybody is in agreement that the old way of doing things just isn’t working, and there is not one single solution that can alone fix the industry. In the new market, publishers have problems that might be too big to fix right away.

There are plenty of new problems facing the industry, most of which are pretty scary if you are in charge of managing the bottom line for any publishing company. For one, circulation has gone down steadily to the point where large newspapers are almost an ineffective means of mass communication. The byproducts of that are pretty predictable, as the advertising…