In the current market, online publishers are striving to maintain their businesses while managing the pressure of driving value and the most revenue possible from their online properties. There are several effective strategies leveraging ad serving that can help online publishers improve their bottom line and positively affect the users' experience. Publishers can extract the most value from quality content and the valuable audiences they've cultivated via dynamic messaging on their site - both their own and third-party advertising. By leveraging an innovative ad management technology platform, publishers can drive revenue through third-party advertising messages, as well as extended inventory monetization opportunities.
Key to these initiatives is a publisher's true understanding of their audience. That way, a publisher can best target the site's content, as well as package and deliver a valuable proposition for advertisers with compelling proof points for maintaining a high CPM. Intelligent ad servers can segment and target audiences based on behavior, geography, psychographics, content/context, and much more. Obtaining detailed enhanced analytics either within the ad server or supplemented with first or third-party data integration enables better audience segmentation. A publisher's authentic, detailed profile of an audience can better satisfy an advertiser's complex demands and drive efficient results.
Publishers can attract advertisers looking to spend digital dollars to engage with their target customers across more digital touch points with innovative and expanded channel and format offerings. With an ad server that can seamlessly handle all formats and mediums, publishers can easily expand their ad package offerings to include rich media ad formats, video advertising, and even ads across mobile sites.
Through smart ad delivery yield management techniques and decisions, publishers can optimize the revenue they are driving from campaigns served across their inventory. Look for trends in your ad delivery performance to forecast future volumes and create priority scheduling rules that align with your goals and drive more revenue.
In addition to third-party advertising, ad management platforms with the intelligence of audience data and advanced delivery capabilities enable publishers to customize dynamic proprietary messaging for visitors. Publishers can tailor and deliver content according to audience segment, rotate by seasonality or featured promotion, or even show cross or up-sell messages from partners. Publishers can drive their own revenue generating activity directly, or enhance audience engagement leading to future ROI by serving each visitor a customized and compelling message whenever they visit the site.
While publishers can take steps to improve inventory monetization through managing ads and messaging on their own site, it is not typical to monetize 100 percent of available inventory. This leaves opportunity and money on the table. To supplement direct sales force efforts, partner with a reputable advertising network to represent or sell additional third-party advertising on your unsold inventory.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Nicolle Pangis, executive vice president, product management global media and technology, is responsible for the overall health and growth of 24/7 Real Media's global media and technology businesses. Ms. Pangis works directly with 24/7 Real Media's global team and partners to develop the overall product lines and strategic direction of the two divisions.
Ms. Pangis began her career at 24/7 Real Media in an affiliate relations role and later moved to account executive position. From 2001-2005, Ms. Pangis was employed by Cadent, Inc. as director of Northeastern operations, responsible for all new business in the Northeast region. Ms. Pangis returned to 24/7 Real Media in 2005, and worked briefly as an account executive, before being promoted to the role of director of strategic initiatives, North America, responsible for streamlining operations and workflow in the North American region.
Immediately prior to her current role, Ms. Pangis worked as the director of global deployment and business integration, responsible for all global projects and coordination of joint venture expansions, mainly in Asia. Ms. Pangis coordinated the opening of DTSI, a joint venture between 24/7 Real Media and Dentsu, one of the largest advertising agencies in Asia.
Ms. Pangis holds a Bachelor of Science in Communication from Boston University and an MBA in Strategic Management and Marketing from Rutgers Business School.
March 19, 2014