536_TCMashableWhitepaperFinalVersion

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+GlobalCompetitive[Ad]vantageReport

Global Competitive [Ad]vantage: Analyzing Website Advertising Strategies of TechCrunch & Mashable

August 2012


2

Introduction Did you know that 36% of AOL’s revenues come from online display ads served on their sites? This represents more than one-­‐third of all AOL revenues and sheds light on the fact that ads are a viable revenue stream for website publishers that will not disappear anytime soon. It’s time to face the facts that online ads drive a majority of revenue for website publishers both large and small. Publishers need a way to easily monitor and track the performance of online ads across all ad networks that appear on their site in order to apply compliance rules on content. GeoEdge Analytics is a tool that gives advertisers and site publishers a full visibility into exactly how an ad appears in any country, on any page through displaying an actual screenshot of how a particular ad appears on a website. This business intelligence also give website publishers insight into how their advertisers are performing . . . and how their competitors websites are performing.

This report compares the website publisher advertising strategies of 2 of the most popular news sites in the world: TechCrunch and Mashable.

Insights from the report include:

• • • • • •

The homepages of news websites TechCrunch and Mashable were tracked for a 3-­‐week period from June 20th -­‐ July 10th and both URLs were sampled from 51 geo-­‐locations with 25 in the United States as well as the European Union, Canada and Argentina. Mashable (1196 advertisers) had over 4X the number of advertisers than TechCrunch (266 advertisers) Mashable (1921 campaigns) ran more than 4X the number of campaigns as TechCrunch (463 campaigns). TechCrunch works with the Advertising.com ad network while Mashable favors DoubleClick. 67 advertisers including Apple, AT&T, Ford and ING Direct advertise on both Mashable and TC. On Mashable, 109 campaigns involve using multiple ad units on the same page including page takeovers while 80 campaigns on TechCrunch incorporated multiple ad units. According to data gathered by GeoEdge, Mashable is extremely effective at geo-­‐targeting ads to specific locations while TechCrunch is doing little to no geo-­‐targeting.


3

The Research Scope of Research:

We analyzed both sites for 3 weeks (June 20th – July 10th)

Two URLs were sampled from 51 geo locations lotions: 25 in the US (DMAs) and EU + Canada & Argentina . therefore statistics is currently biased toward US

For each site: how many ads were captured, how many unique & ads how many advertisers: Mashable TechCrunch How many ads were captured

87842

88022

How many unique ads

3481

1,013

How many campaigns :

1921

463

How many advertisers:

1196

266

Top 5 Campaigns: Mashable Joyent Cloud | Realtime Cloudbeat - 7% (6,257) - 14 uniques Social Campaigns – Social Media Marketing Tools - Constant Contact - 4% (3,748) - 4 uniques 2013 Acura ILX | Photos, Specs, Accessories | Acura.com - 4% (3,351) - 3 uniques How to Stop Webpage Speed from Killing Your Marketing | Limelight Networks - 3% (3,044) - 3 uniques Xperia Ion - 3% (2,611) - 7 uniques

TechCrunch the laser vision correction specialists | Ultralase Laser Eye Surgery - 57% (50,181) 12 uniques LG Viper LS840 | LG Electronics USA - 5% (4,024) - 15 uniques T-Mobile vs. Verizon, ATT, Sprint | Compare | T-Mobile - 2% (1,976) - 6 uniques IBM BladeCenter Foundation for Cloud - 2% (1,341) - 2 uniques System Mechanic - Lifestore from AOL - 1% (1,304) - 3 uniques

Top 5 Campaigns With the different ads Mashable TechCrunch Goodgame Empire das neue Aufbau-Strategie Online Game der Goodgame Studios - 32 uniques CRM, the cloud, and the social enterprise - Salesforce.com - 30 uniques iFOREX Registration - Online Currency Trading - 21 uniques Rise of the Guardians for iPhone 3GS, iPhone 4, iPhone 4S, iPod touch (3rd generation), iPod touch (4th generation) and iPad on the iTunes App Store - 20 uniques Verizon Wireless | XFINITY Triple

DISPLAY MEDIA 75 – Zipcar - 31 uniques DISPLAY MEDIA 50 – Zipcar - 23 uniques Wireless Internet — Mobile 4G Wireless Internet Access from CLEAR - 18 uniques LG Viper LS840 | LG Electronics USA - 15 uniques

Campaign | Samsung Semiconductor - 14


4 Play | Comcast - 18 uniques

uniques

Top 8 ads: Mashable

TechCrunch

3%

26 %

2%

18%

2%

8%

2%

3%

1%

1%


5 1%

1%

1%

1%

1%

1%

How much overlap exists in the number of advertisers that advertise on both sites for that period: Shared advertisers between projects: 67

3 Suisses Alfresco apple AT&T atdmt

blinkbox Capella citicards Clear Comcast

attbestdeals

commbank

AuchanDirect

CommSec

Audible Avis BlackBerry

Domino's doubleclick EDF Energy edu eReceptionist Fisher Investments

costacroisieres DeVry Dice

Ford Further Proof


6 Gannett

NIVEA

Google

NYU

gov

o2online

Honda

Orange

Telstra

hp

org

TOYOTA

HUK24

Sprint State Farm

PC World

IBM ING DIRECT

phones 4u

Intel

Rogers

InventNow

Samsung

TransUnion Verizon Wireless Visa Volkswagen

KIA santander products

KLM

wdc

mathtag

Western Union

Microsoft

Serve

MOG

serving sys

nib

Skype

Campaigns using multiple spots on the same page: Mashable

TechCrunch

109

80

Mashable Stats By Location: Location

Networks

Ads

Unique Ads

Unique To Location

Argentina

• • • • • •

Google AdSense - 59.21% Mediaplex - 21.13% DoubleClick - 17.81% MediaMind - 1.32% Turn - 0.33% PointRoll - 0.20%

1510

193

65

Austria

• • • • • •

DoubleClick - 65.12% Google AdSense - 23.35% Mediaplex - 5.96% PointRoll - 5.41% MediaMind - 0.11% Turn - 0.05%

1829

309

16

Australia

• • • • •

Google AdSense - 53.41% DoubleClick - 30.46% Mediaplex - 12.60% MediaMind - 3.41% PointRoll - 0.13%

1556

241

139


7 Belgium

• • • • • • •

Google AdSense - 59.65% DoubleClick - 18.39% Mediaplex - 17.58% MediaMind - 3.92% Turn - 0.23% TradeDoubler - 0.12% PointRoll - 0.12%

1735

230

76

Bulgaria

• • • • • •

Google AdSense - 59.92% Mediaplex - 23.10% DoubleClick - 15.38% MediaMind - 1.07% Turn - 0.42% PointRoll - 0.12%

1684

178

28

Brazil

• • • • • • •

DoubleClick - 41.58% Google AdSense - 39.42% Mediaplex - 8.10% MediaMind - 6.26% PointRoll - 3.51% Unknown - 0.97% Turn - 0.16%

1852

318

27

Canada

• • • • •

DoubleClick - 60.21% Google AdSense - 29.74% Mediaplex - 5.08% PointRoll - 4.63% MediaMind - 0.33%

1792

334

52

Switzerland

• • • • •

Google AdSense - 73.50% DoubleClick - 18.02% Mediaplex - 7.44% MediaMind - 0.99% PointRoll - 0.06%

1815

202

83

Czech Republic

• • • • •

Google AdSense - 57.39% DoubleClick - 22.24% Mediaplex - 20.15% Turn - 0.17% MediaMind - 0.06%

1767

197

68

Germany

• • • • • • • •

Google AdSense - 44.83% DoubleClick - 29.19% MediaMind - 19.13% Mediaplex - 4.48% Unknown - 1.11% ClickDistrict - 1.00% Turn - 0.22% PointRoll - 0.06%

1809

189

58

Denmark

• • • • •

Google AdSense - 59.06% DoubleClick - 16.97% Mediaplex - 15.59% Adconion - 7.27% MediaMind - 0.75%

1732

212

70


8 • •

PointRoll - 0.23% Turn - 0.12%

Estonia

• • • • • •

DoubleClick - 50.76% Google AdSense - 31.14% Mediaplex - 16.20% MediaMind - 1.47% PointRoll - 0.22% Turn - 0.22%

1840

133

16

Spain

• • • • • • • •

Google AdSense - 45.91% MediaMind - 22.11% DoubleClick - 16.78% Mediaplex - 12.92% Unknown - 1.17% ClickDistrict - 0.70% Turn - 0.23% ValueClick Media - 0.18%

1710

172

46

Finland

• • • • • • •

Google AdSense - 62.14% DoubleClick - 16.98% Mediaplex - 13.59% Adconion - 6.18% MediaMind - 0.70% PointRoll - 0.29% Turn - 0.12%

1714

285

109

France

• • • • • • • •

Google AdSense - 49.11% DoubleClick - 21.66% MediaMind - 18.71% Mediaplex - 8.35% Unknown - 1.28% ValueClick Media - 0.56% Turn - 0.28% PointRoll - 0.06%

1796

215

78

United Kingdom

• • • • • • • • •

Google AdSense - 47.37% MediaMind - 23.18% DoubleClick - 17.45% Mediaplex - 9.30% Unknown - 1.48% ValueClick Media - 0.88% Turn - 0.20% PointRoll - 0.07% Advertising.com - 0.07%

1484

201

92

Greece

• • • • • •

Google AdSense - 61.31% Mediaplex - 21.96% DoubleClick - 16.00% Turn - 0.30% PointRoll - 0.30% MediaMind - 0.12%

1644

232

80

Croatia

• •

Google AdSense - 63.44% Mediaplex - 19.44%

1723

206

52


9 • • •

DoubleClick - 15.67% MediaMind - 1.33% PointRoll - 0.12%

Hungary

• • • • • •

Google AdSense - 55.44% DoubleClick - 22.00% Mediaplex - 20.93% MediaMind - 1.29% PointRoll - 0.17% Turn - 0.17%

1782

198

43

Ireland

• • • • • • •

Google AdSense - 62.64% DoubleClick - 21.82% Mediaplex - 12.26% MediaMind - 1.50% Turn - 0.81% AdSafe - 0.81% PointRoll - 0.17%

1737

238

109

Iceland

• • • • • •

Google AdSense - 64.24% Mediaplex - 18.08% DoubleClick - 15.83% MediaMind - 1.44% Turn - 0.35% PointRoll - 0.06%

1731

160

41

Italy

• • • • • • • • •

Google AdSense - 65.90% DoubleClick - 17.90% Mediaplex - 12.90% MediaMind - 2.09% ValueClick Media - 0.55% TradeDoubler - 0.33% PointRoll - 0.11% Turn - 0.11% Specific Media - 0.11%

1821

180

44

Lithuania

• • • • • •

Google AdSense - 61.00% Mediaplex - 22.68% DoubleClick - 14.97% MediaMind - 0.91% Turn - 0.40% PointRoll - 0.06%

1764

196

20

Latvia

• • • • • •

DoubleClick - 49.51% Google AdSense - 31.36% Mediaplex - 17.61% MediaMind - 0.98% PointRoll - 0.38% Turn - 0.16%

1840

130

9

Netherlands

• • • • •

Google AdSense - 56.77% DoubleClick - 18.27% Mediaplex - 17.96% ClickDistrict - 4.31% Turn - 2.21%

1626

235

95


10 • •

MediaMind - 0.31% PointRoll - 0.18%

Norway

• • • • • • •

Google AdSense - 59.44% DoubleClick - 18.76% Mediaplex - 12.51% Adconion - 4.39% ValueClick Media - 3.77% MediaMind - 1.07% PointRoll - 0.06%

1775

171

65

Poland

• • • • • •

Google AdSense - 60.83% Mediaplex - 19.58% DoubleClick - 17.56% MediaMind - 1.23% Turn - 0.51% PointRoll - 0.28%

1782

208

68

Portugal

• • • • • • • •

Google AdSense - 61.71% Mediaplex - 21.45% DoubleClick - 14.71% GroovinAds - 1.15% TradeDoubler - 0.58% PointRoll - 0.17% Turn - 0.12% MediaMind - 0.12%

1734

237

81

Romania

• • • • • •

Google AdSense - 62.06% Mediaplex - 21.82% DoubleClick - 14.83% MediaMind - 0.95% Turn - 0.28% PointRoll - 0.06%

1787

197

22

Russian Federation •

Google AdSense - 59.74% Mediaplex - 22.12% DoubleClick - 17.73% Turn - 0.23% PointRoll - 0.12% MediaMind - 0.06%

1709

213

89

• • • • • Sweden

• • • • • • •

Google AdSense - 56.67% DoubleClick - 19.56% Mediaplex - 14.05% Adconion - 4.51% MediaMind - 4.04% ValueClick Media - 1.05% Turn - 0.12%

1708

212

80

Slovenia

• • • • •

Google AdSense - 62.83% Mediaplex - 20.11% DoubleClick - 15.40% MediaMind - 1.44% PointRoll - 0.11%

1805

168

15


11 •

Turn - 0.11%

Slovakia

• • • • • •

Google AdSense - 61.40% Mediaplex - 21.67% DoubleClick - 15.12% MediaMind - 1.41% Turn - 0.28% PointRoll - 0.11%

1772

193

61

Turkey

• • • • • • •

Google AdSense - 63.11% Mediaplex - 19.85% DoubleClick - 14.99% MediaMind - 1.58% Turn - 0.23% PointRoll - 0.18% ValueClick Media - 0.06%

1708

228

88

Ukraine

• • • • • •

Google AdSense - 61.30% Mediaplex - 19.62% DoubleClick - 16.94% MediaMind - 1.85% Turn - 0.24% PointRoll - 0.06%

1677

195

58

St Louis, MO

• • • • • • •

DoubleClick - 69.12% Google AdSense - 17.40% PointRoll - 7.58% Mediaplex - 5.51% MediaMind - 0.16% Turn - 0.16% ValueClick Media - 0.05%

1833

300

21

Baltimore, MD

• • • • • • •

DoubleClick - 62.48% Google AdSense - 23.71% PointRoll - 7.69% Mediaplex - 5.90% MediaMind - 0.11% ValueClick Media - 0.05% Turn - 0.05%

1847

292

30

Atlanta, GA

• • • • • • •

DoubleClick - 66.90% Google AdSense - 20.71% PointRoll - 6.54% Mediaplex - 5.14% Turn - 0.49% MediaMind - 0.16% ValueClick Media - 0.05%

1849

309

30

Phoenix, AZ

• • • • • •

DoubleClick - 66.56% Google AdSense - 20.87% PointRoll - 6.76% Mediaplex - 5.32% Turn - 0.32% MediaMind - 0.11%

1878

301

21


12 •

ValueClick Media - 0.05%

Seattle, WA

• • • • • • •

DoubleClick - 64.73% Google AdSense - 21.94% PointRoll - 7.20% Mediaplex - 5.53% MediaMind - 0.49% Turn - 0.05% Unknown - 0.05%

1846

312

21

Tampa, FL

• • • • •

DoubleClick - 64.55% Google AdSense - 21.28% PointRoll - 9.21% Mediaplex - 4.72% MediaMind - 0.23%

1292

262

21

Minneapolis, MN

• • • • • • •

DoubleClick - 64.63% Google AdSense - 21.11% Mediaplex - 7.19% PointRoll - 6.29% MediaMind - 0.39% ValueClick Media - 0.22% Turn - 0.17%

1781

305

23

New York City, NY

• • • • • • •

DoubleClick - 65.60% Google AdSense - 20.46% PointRoll - 7.29% Mediaplex - 5.99% ValueClick Media - 0.27% MediaMind - 0.22% Turn - 0.16%

1852

298

16

Los Angeles, CA

• • • • • •

DoubleClick - 63.79% Google AdSense - 23.28% PointRoll - 7.15% Mediaplex - 5.50% MediaMind - 0.17% ValueClick Media - 0.11%

1817

286

16

Chicago, IL

• • • • • •

DoubleClick - 67.48% Google AdSense - 19.69% PointRoll - 6.55% Mediaplex - 5.78% MediaMind - 0.27% ValueClick Media - 0.22%

1833

310

20

• • • • • • •

DoubleClick - 67.04% Google AdSense - 19.29% PointRoll - 8.68% Mediaplex - 4.72% ValueClick Media - 0.11% MediaMind - 0.11% Turn - 0.05%

0 1866

0 283

0 24

Philadelphia, PA San Francisco, CA


13 Boston, MA

• • • • • • •

DoubleClick - 66.65% Google AdSense - 20.66% PointRoll - 6.48% Mediaplex - 5.51% Turn - 0.48% MediaMind - 0.16% ValueClick Media - 0.05%

1868

316

22

Dallas-Ft. Worth, TX •

DoubleClick - 69.78% Google AdSense - 18.27% PointRoll - 6.27% Mediaplex - 5.24% MediaMind - 0.27% Turn - 0.11% ValueClick Media - 0.05%

1850

301

45

• • • • • • Houston, TX

• • • • • • •

DoubleClick - 64.39% Google AdSense - 22.31% PointRoll - 7.49% Mediaplex - 5.27% ValueClick Media - 0.22% Turn - 0.16% MediaMind - 0.16%

1842

305

15

Detroit, MI

• • • • • • •

DoubleClick - 67.90% Google AdSense - 19.59% PointRoll - 6.80% Mediaplex - 4.95% Turn - 0.49% MediaMind - 0.22% ValueClick Media - 0.05%

1838

292

20

Tech Crunch Stats By Location: Location Networks

Ads

Unique Ads

Unique To Location

Argentina

Advertising.com - 100.00%

1962

77

2

Austria

• •

Advertising.com - 99.88% Unknown - 0.12%

1693

13

0

Australia

• • • • • • • •

Adconion - 60.38% MediaMind - 32.95% ADTECH - 3.48% Advertising.com - 1.38% DoubleClick - 1.10% isocket - 0.44% Unknown - 0.17% Atlas Solutions - 0.11%

1812

258

253

Belgium

Advertising.com - 100.00%

1957

10

0


14 Bulgaria

Advertising.com - 100.00%

1940

9

0

Brazil

• •

Advertising.com - 99.90% Unknown - 0.10%

1948

79

2

Canada

• • • • •

Advertising.com - 91.84% Casale Media - 6.19% MediaMind - 1.74% Mediaplex - 0.17% PointRoll - 0.06%

1728

156

47

Switzerland

Advertising.com - 100.00%

1951

8

0

Czech Republic

• •

Advertising.com - 99.90% Unknown - 0.10%

1942

10

0

Germany

• • • • • •

Advertising.com - 97.74% AdJug - 0.98% Rubicon Project - 0.90% MediaMind - 0.15% Unknown - 0.15% TradeDoubler - 0.08%

1329

40

33

Denmark

• •

Advertising.com - 99.80% Unknown - 0.20%

1959

13

2

Estonia

Advertising.com - 100.00%

1957

10

0

Spain

Advertising.com - 100.00%

1698

9

0

Finland

Advertising.com - 100.00%

1908

8

0

France

• • • •

Advertising.com - 99.18% TradeDoubler - 0.66% Xertive Media - 0.08% MediaMind - 0.08%

1218

56

47

United Kingdom

• •

Advertising.com - 94.93% MediaMind - 5.07%

1637

116

110

Greece

• •

Advertising.com - 99.88% Unknown - 0.12%

1686

14

0

Croatia

• •

Advertising.com - 99.88% Unknown - 0.12%

1706

13

0

Hungary

• •

Advertising.com - 99.90% Unknown - 0.10%

1961

13

0

Ireland

• •

Advertising.com - 99.90% Unknown - 0.10%

1950

10

6


15 Iceland

Advertising.com - 100.00%

1959

9

0

Italy

• •

Advertising.com - 99.88% Unknown - 0.12%

1706

12

0

Lithuania

Advertising.com - 100.00%

1948

10

0

Latvia

Advertising.com - 100.00%

1961

11

0

Netherlands

• •

Advertising.com - 99.88% Unknown - 0.12%

1705

12

0

Norway

• •

Advertising.com - 99.79% Unknown - 0.21%

1951

13

0

Poland

• •

Advertising.com - 99.88% Unknown - 0.12%

1706

12

1

Portugal

• •

Advertising.com - 99.88% Unknown - 0.12%

1703

11

1

Romania

Advertising.com - 100.00%

1957

12

0

Russian Federation•

Advertising.com - 100.00%

1690

12

0

Sweden

Advertising.com - 100.00%

1686

8

0

Slovenia

• •

Advertising.com - 99.90% Unknown - 0.10%

1958

14

0

Slovakia

Advertising.com - 100.00%

1956

12

0

Turkey

• •

Advertising.com - 99.79% Unknown - 0.21%

1947

18

0

Ukraine

Advertising.com - 100.00%

1700

10

0

St Louis, MO

• • • •

Advertising.com - 69.32% MediaMind - 29.65% PointRoll - 0.97% Mediaplex - 0.05%

1848

201

8

Atlanta, GA

• • • •

Advertising.com - 68.64% MediaMind - 30.49% PointRoll - 0.76% Mediaplex - 0.11%

1843

199

12

Phoenix, AZ

• • • •

Advertising.com - 69.59% MediaMind - 29.36% PointRoll - 0.88% Mediaplex - 0.16%

1822

191

7

Seattle, WA

Advertising.com - 65.85%

1625

121

0


16 • •

MediaMind - 33.42% PointRoll - 0.74%

• • • •

Advertising.com - 66.18% MediaMind - 32.44% PointRoll - 1.16% Mediaplex - 0.22%

1384

170

5

Minneapolis, MN •

Advertising.com - 69.25% MediaMind - 29.83% PointRoll - 0.92%

1740

200

5

Advertising.com - 67.99% MediaMind - 31.07% PointRoll - 0.88% Mediaplex - 0.06%

1809

188

7

• • • Los Angeles, CA

• • • •

Advertising.com - 66.87% MediaMind - 32.30% PointRoll - 0.72% Unknown - 0.12%

1678

122

2

Chicago, IL

• • • • •

Advertising.com - 68.85% MediaMind - 30.08% PointRoll - 0.86% Mediaplex - 0.11% Unknown - 0.11%

1865

190

5

0 1672

0 120

0 0

Tampa, FL

• • New York City, NY •

Philadelphia, PA San Francisco, CA •

• • •

Advertising.com - 67.34% MediaMind - 31.76% PointRoll - 0.78% Unknown - 0.12%

• • • • • •

Advertising.com - 67.52% MediaMind - 32.04% PointRoll - 0.17% DoubleClick - 0.11% Unknown - 0.11% Mediaplex - 0.06%

1801

191

25

Advertising.com - 68.78% MediaMind - 30.02% PointRoll - 0.98% Unknown - 0.11% Matomy - 0.05% Mediaplex - 0.05%

1832

205

8

• • • • • Houston, TX

• • • •

Advertising.com - 68.54% MediaMind - 30.47% PointRoll - 0.94% Mediaplex - 0.06%

1818

212

6

Detroit, MI

Advertising.com - 67.24%

1810

191

9

Boston, MA

Dallas-Ft. Worth, TX •


17 • • •

MediaMind - 31.77% PointRoll - 0.94% Mediaplex - 0.06%

Analysis & Conclusion According to this data, at first glance it appears that Mashable had 4 times the numbers of unique advertisers over TechCrunch so we looked into this. One explanation is that TechCrunch may be more appealing to high-­‐end advertisers that are buying broad CPM campaigns directly, but it is safe to assume that both sites attract similar advertises. We looked for other reasons that might explain this and we found that Mashable appears to be much more geo-­‐targeted both in the US and globally. This was not the case in TechCrunch. Assuming targeted banners perform better, Mashable is doing a better job in utilizing its inventory. Looking on geo-­‐targeting outside the U.S., the picture is similar -­‐ one example is the Laser eye surgery campaign. Upon initial inspection, we saw that “The laser eye surgery campaigns” took more than 50% of the TechCrunch global impressions. After further investigation it appears that this campaign run across Europe – more than 30 countries (See list above). Besides key markets such as UK, Germany, France, Canada & Australia it seems that TechCrunch didn’t show many relevant ads to others markets. Using some public traffic data we figured that there are around 3.5 m unique visitors on tech crunch that come from all other markets. This is 30% of their overall all traffic, which translates to around 7 Million impressions per month. The interesting fact is that this Eye treatment Campaign is offered only in the UK & Ireland – so showing it in all other locations looks like inefficient use of TechCrunch inventory. In fact this campaign was by far the most common campaign in all Europe countries. So why is there a big gap in the number of geo-­‐targeted (local) campaigns? We dived into the ad delivery path and found that TechCrunch is completely relaying on Advertising.com and Mashable is using DoubleClick. So how does this explain the data? For start DoubleClick provides access to a larger advertisers base, allowing allow them to offer some of the most relevant campaigns in each geo-­‐location. In addition DoubleClick resold many of the impressions to 3rd party networks that provided access to even larger base of advertisers. This reselling was much less common at Mashable (Advertsing.com) and may have artificially inflated the advertiser’s brand reach. Ad network, media mix and strategy could have a big impact on inventory utilization. Poor utilization means that non targeted ads are displayed, and advertising dollars are wasted. Publishers need have the visibility to measure this


18 utilization and identify these untapped impressions. Such visibility will allow them to better control their inventory and to rump up revenues by optimizing their networks and ad partners.

More About GeoEdge Want to see how your ads are performing over in Shanghai? What about in Tel Aviv? GeoEdge is announcing a service that allows advertisers and publishers to see with their own eyes exactly how their display ads are appearing and served all over the world and any major city in the US across the internet. In May 1st, they announced the launch of GeoEdge Analytics for Global Publisher, Advertiser and Ad Network business intelligence. Founded in 2009 and headquartered in Providence, Rhode Island, GeoEdge is the largest geo-­‐visibility solution provider in the world spanning over five continents. GeoEdge provides publishers, advertisers, ad networks and SEO/SEM experts to view web content on a geographical basis from virtually any location in the world. With the GeoEdge advanced geo-­‐location toolset, users can effectively view ads, check compliance, obtain organic search results, and track their competition. GeoEdge global proxy servers support 100 countries and all major U.S. cities (DMAs) by deploying an easy to use browser toolbar, web analytics, VPN or web proxy tool. For more information, visit http://www.geoedge.com .


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