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Tsafrir Peles is the co-CEO of the DSNR Group. Peles joined the DSNR Group in 2003, first as VP of Marketing and Business Development, where he spearheaded the company’s Internet Media and Marketing Department and the global Green Card Lottery campaign. As co-CEO of DSNR Media Group (DMG), Peles brings a unique perspective from the advertising side of the industry and a profound understanding of advertisers’ needs.

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Lost in Abbreviation

Written on
Feb 22, 2010 
Author
Tsafrir Peles  |
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Lost in Abbreviation

mazeADOTAS – Where are we in 2010? Trying not to get “lost in abbreviations.” I am telling you it is hard. Members of our team approach me frequently, asking did you read that X or Y or Z is now offering RTB with BT from their DSP? Or something along those lines.

Let’s lift the hood and take a closer look on what all this buzz is really about…

RTB: Too complicated and expensive just to eventually figure out that you were able to increase your CPM by 100% — but only on 1% of your media. What will be done with the rest? The huge number of DTPSs just give up on 99% of the media. It will take a while until the real benefit can be extracted.

DSP: Isn’t it just another word for advertiser-centric ad network? How many of them really bring something to the table that is different from what have been doing for years? That is different from sophisticated media buying, that can’t even aggregate reporting data from more than one platform, be it in most cases, RMX.

BT: As my dear friend Damian told me two or three years ago, it is good for marketing but not for making money. Yes, I know it will eventually get there, considering it successfully crosses the PII/NPII obstacle.

LBA: How many McDonalds do we have out there that can benefit from LBA? I would again tag it under good for marketing — and maybe some parking garages in congested metropolitan area. Oh yes, Starbucks is also a potential client….

I know it is easy to say that nothing is happening and to bitch all the time about why not this and why not that and why for god’s sake? But we don’t have time to innovate and think because we are too busy making money.

All I am saying is let’s go back to reasonable proportions. Business, like life, is all about balance. Let us concentrate on delivering real value to our clients and partners and, yes, make some money, create jobs and run healthy, good-to-work-for and profitable companies.

Creating buzz and PR are very important, especially if we are building companies that are good to work for, but definitely not all are.

So after running strategic sessions and brain storming, looking at different technologies and even seriously considering investing in one of the very promising startups around us, we have decided to focus on delivering value to our partners from both ends, continuing to build and expand our organization organically and fund our technology development and expansion from our cash flow.

Still there are challenges that need to be addressed, better sooner than later,  and there are surely opportunities that need not be overlooked. Our job is to be able to do them both: first, and foremost, continue building our value offering and our profitable organizations; and second, make sure we are taking risks and capitalizing on opportunities.

Focus, focus, focus.





Reader Comments.

this article is very focused, very clear and clever!

Posted by shabat shalom | 2:30 pm on February 27, 2010.

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