Comments on: DAX and How Google just Changed the Ad World…Again http://www.digitalmarketingcanada.com/2009/09/22/dax-and-how-google-just-changed-the-ad-world-again/ The What, When, Where, Who and WHY of Canadian Digital Media Sun, 13 Nov 2011 09:32:16 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Martin http://www.digitalmarketingcanada.com/2009/09/22/dax-and-how-google-just-changed-the-ad-world-again/comment-page-1/#comment-55 Martin Sat, 26 Sep 2009 01:04:38 +0000 http://www.digitalmarketingcanada.com/?p=154#comment-55 Valid points, the intent seems to be to use the contral features of within DoubleClick to allow both Advertisers and Publishers more control and accuracy so that they aren't just doing run of network. As for network ads on the sites and revenues, most all of the larger Canadian publishers now backfill inventory with ad network inventory and the dirty secret is that few major publishers are achieving a true eCPM of above $0.50 as few can achieve better than 40% sell through. The DAX certainly won'd displace premium and sponsored spots, I agree, but for the remaining 80% of inventory that most publishers have a hard time moving, and spend a lot of sales/ops dollars monetizing, this will be a very tempting solution Valid points, the intent seems to be to use the contral features of within DoubleClick to allow both Advertisers and Publishers more control and accuracy so that they aren’t just doing run of network.

As for network ads on the sites and revenues, most all of the larger Canadian publishers now backfill inventory with ad network inventory and the dirty secret is that few major publishers are achieving a true eCPM of above $0.50 as few can achieve better than 40% sell through.

The DAX certainly won’d displace premium and sponsored spots, I agree, but for the remaining 80% of inventory that most publishers have a hard time moving, and spend a lot of sales/ops dollars monetizing, this will be a very tempting solution

]]> By: Larry http://www.digitalmarketingcanada.com/2009/09/22/dax-and-how-google-just-changed-the-ad-world-again/comment-page-1/#comment-46 Larry Thu, 24 Sep 2009 19:19:07 +0000 http://www.digitalmarketingcanada.com/?p=154#comment-46 This makes a few very big assumptions: 1. that mainstream publishers will let DAX place ads on their site. Most don't allow google's current text ads or the adsense banners. 2. that publishers will make more money from this system than from selling their own inventory. PPC is a sucker's game for publishers. To paraphrase a recent presentation from ComScore: "PPC is giving your inventory away for pennies. If publishers are dumb enough to sell their inventory on a PPC basis, advertisers should be smart enough to buy it". Publishers aren't that dumb. If they are, then they deserve their bankruptcy 3. Advertisers don't care about where their ads appear. We've been able to place banners in the Google inventory for years, this is nothing new. Why aren't we? Because those banners generally end up on crappy little sites, and too often on questionable content. If you have a problem with that, there is no recourse. That's not to say that advertisers aren't using adsense, but it hasn't replaced direct buys on premium sites either. This makes a few very big assumptions: 1. that mainstream publishers will let DAX place ads on their site. Most don’t allow google’s current text ads or the adsense banners. 2. that publishers will make more money from this system than from selling their own inventory. PPC is a sucker’s game for publishers. To paraphrase a recent presentation from ComScore: “PPC is giving your inventory away for pennies. If publishers are dumb enough to sell their inventory on a PPC basis, advertisers should be smart enough to buy it”. Publishers aren’t that dumb. If they are, then they deserve their bankruptcy 3. Advertisers don’t care about where their ads appear. We’ve been able to place banners in the Google inventory for years, this is nothing new. Why aren’t we? Because those banners generally end up on crappy little sites, and too often on questionable content. If you have a problem with that, there is no recourse. That’s not to say that advertisers aren’t using adsense, but it hasn’t replaced direct buys on premium sites either.

]]> By: mbyrne2323 http://www.digitalmarketingcanada.com/2009/09/22/dax-and-how-google-just-changed-the-ad-world-again/comment-page-1/#comment-41 mbyrne2323 Wed, 23 Sep 2009 03:51:29 +0000 http://www.digitalmarketingcanada.com/?p=154#comment-41 Just so everyone knows "DAX" is not the official name of the platform...but it's a lot more fun that "Doubleclick Ad Network" Just so everyone knows “DAX” is not the official name of the platform…but it’s a lot more fun that “Doubleclick Ad Network”

]]> By: Tweets that mention DAX and How Google just Changed the Ad World...Again | DIGITAL MARKETING CANADA -- Topsy.com http://www.digitalmarketingcanada.com/2009/09/22/dax-and-how-google-just-changed-the-ad-world-again/comment-page-1/#comment-40 Tweets that mention DAX and How Google just Changed the Ad World...Again | DIGITAL MARKETING CANADA -- Topsy.com Wed, 23 Sep 2009 03:49:10 +0000 http://www.digitalmarketingcanada.com/?p=154#comment-40 [...] This post was mentioned on Twitter by Martin Byrne. Martin Byrne said: From #DMC: DAX and How Google just Changed the Ad World...Again http://bit.ly/38cGIQ [...] [...] This post was mentioned on Twitter by Martin Byrne. Martin Byrne said: From #DMC: DAX and How Google just Changed the Ad World…Again http://bit.ly/38cGIQ [...]

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