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Sarah Novotny is the Sr. Editor in Charge of Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

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Advertising Networks Self-Analysis

Written on
February 27th 2006
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TACODA
http://tacoda.com/

What makes your network the best?
We have the worlds’ most advanced Behavioral Targeting technology, 3500 of the best sites on the Internet, and a team with extraordinary experience — more than one-half of TACODA’s employees have been working in online advertising for ten years or more. No other online advertising company or ad network has that.

What other network do you like/view as a competitor and why?
We have tremendous respect for Yahoo! and their team. They have done a tremendous job making online advertising work for brand marketers. They have combined massive reach with lots of targeted audience data and are helping evangelize the value of Behavioral Targeting to the marketplace.

What technology/improvement would you like to see unveiled to make their network more efficient?
I would like to see all of the portals deploy more robust Behavioral Targeting capabilities. It would help introduce more media buyers and more clients to the power of audience-based targeting.



Reader Comments.

Where did you find some of these networks? Contextweb has had numerous financial problems and paying publishers. I don’t know of any site that uses them. I would call them or BlueLithium a major ad network. The others, I can see as leaders, but not these two. What about other networks? I remember when Adbumb (B.F. ADOTAS) did reports on smaller upcoming networks. Why don’t you expand on those networks? This review is almost a mirror review on the one done over at Mediapost. You really need to think outside the box. You guys used to do this. J.M.O.

Posted by Joey | 7:28 pm on March 1, 2006.

Directa Network
http://www.directanetworks.com/

What makes your network the best?

Directa Network serves 2 billion monthly impressions mainly in Latin American and US Hispanic markets.

We are unique, because we are the leading performance-based Ad Networks focuesed in spanish & portuguese speaking countries.

On the publisher side, we are better monetizing Inventories (100% inventory %fill + Highest eCPM).

On the client side, we are better helping direct response advertiser to acquire a Huge Volume traffic, leads & customers in spanish & portuguese speaking countries. Moreover we help advertisers to target US audience through US IP filters in international publishers.

What makes your network the best?
-Service is very customer oriented, it’s very important to outperform on payments, reports, and rates.
-Rates we pay publisher(s) are high compared to others because we optimize better
-Optimization is extraordinary to drive real-time performance

What other network do you like/view as a competitor and why?

We like Oridian and Advertising.com

What technology/improvement would you like to see unveiled to make their network more efficient?

I’d like to see a full interconectivness of networks to build a ad marketplace.
Through that ad marketplace, each player will generate value added through its skills, ability and market focus.

Posted by Ariel Arrieta | 11:50 am on March 2, 2006.

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