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What you talkin’ ’bout?

Written on
Nov 9, 2009 
Author
Gavin Dunaway  |
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What you talkin’ ’bout?

coleman_small.jpgADOTAS — Sigh, ad:tech NY has come and gone; the parties, the schwag, the massive consumption of alcohol and the dancing it inspired — all now a memory. These crowded Manhattan streets just feel a bit emptier.Perhaps the most commonly overheard statement was, “Geez, it’s big this year!” Held at the Javits Convention Center instead of in the narrow halls of the Hilton Midtown, you’d be blind not to notice the swarms of people. Interactive advertising is hotter than ever as it keeps expanding into wild territories.

What’s also big is Facebook — and the notion that it’s bigger than Google permeated the huddled masses. Similar to the reaction the Beatles once witnessed, one could imagine devout Googleites torching their Facebook pages in protest of such blasphemy.

So are Adotas readers of the same mind as Buddy Media CEO Michael Lazerow
 that Facebook pages are more important right now than a company’s website? Nope. Nearly 80% of respondents to our survey said no way has a company’s Facebook page supplanted its website in importance, while 21% said it sure has.

Readers were quite thrilled to see Warren Corpus’ overview of the highlights and nightlights of ad:tech — we hope his advice came in handy.

In response to a survey suggesting that maybe kids aren’t the social media addicts that they’ve been labeled, Jack commented, “The key part of that study is in the question. They were only asked which medium/touchpoint that they could go a week without. Now, if they were asked which they would give up permanently and we got those responses… then you’d have something.”

Before ad:tech kicked off, performance marketers held a compelling summit to debate methods of handling rampant fraud across the sector. Many attendees added their takes.

Trip Foster wrote: “We had some great discussions after the event. Thanks to Mark Roth of OfferVault for the great event. Between the PMA stepping up and defining standards and the private sector solutions being proposed by Mark and EJ of Epic, I think we have enough momentum and desire to move this issue quickly and expediently. The key will be getting the leaders in the industry involved and participating….”

Evan noted that “[a]ffiliate fraud has been around for 10+ years, it’s nothing new. It’s just come the surface in a noticeable way with the advent of continuity offers, which do high levels of volume. Here are some procedures that can be put into place to prevent and avoid it:

“- Screen all new affiliates/publishers via phone. Not approving until criteria are passed.

“- Advertisers can call each order or lead to verify authenticity. That would ferret out fraudulent sales and leads quickly and the publisher can be terminated right away.

“- Working closely with Advertisers to monitor any chargebacks, cancellations, voids, return… and looking at the referring source of the sale. Coordinating with their call centers to put procedures in place to notice fraud and alert someone.

“These are a few suggestions from my experience. I hope organizations like the PMA step up and put together a plan to combat affiliate fraud. But it’s really up to the ad network and advertiser to monitor and prevent fraud from ever occurring.”

On the news of Turn lighting up real-time bidding on two inventory platforms, Eran commented, “Let’s keep Peter Gabriel’s “Big Time” untouched. Here is why:

“Advertisers/marketers are trying to decrease their cost per action, so ‘… 145% jumps in effective cost per action’ actually means bad news for them. Quick math lesson: ROI = CPA target/effective CPA so I.e CPA/X > CPA/1.45X or 10/8=125%, ROI which is a lot better for every advertiser than 10/11= 91% ROI (roughly)

“Also, no indication on volume: Increasing 8 conversions to 12 also means 150% but all the technology and hardware to support RTB infrastructure can be very costly.”

Finally, Jack knows why the Turkish tax authority is suing Google for back taxes: “This looks like a simple ploy to speed up Turkey’s acceptance into the EEC.” Zounds! It all makes sense now!





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