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Ad Networks, Ad Exchanges & Portals Defined
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An advertising network or ad network is a company that connects web sites that want to host advertisements with  advertisers who want to run advertisements. Increasingly Ad networks are companies that pay software developers as well as web sites money for allowing their ads to be shown when people use their software or visit their sites.
A web portal is a site that provides a single function via a web page or site. Web portals often function as a point of access to information on the World Wide Web. Portals present information from diverse sources in a unified way. Aside from the search engine standard, web portals offer other services such as e-mail, news, stock prices, infotainment and various other features. Portals provide a way for enterprises to provide a consistent look and feel with access control and procedures for multiple applications, which otherwise would have been different entities altogether. An example of a web portal is Yahoo!.
A personal portal is a site on the World Wide Web that typically provides personalized capabilities to its visitors, providing a pathway to other content. It is designed to use distributed applications, different numbers and types of middleware and hardware to provide services from a number of different sources. In addition, business portals are designed to share collaboration in workplaces. A further business-driven requirement of portals is that the content be able to work on multiple platforms such as personal computers, personal digital assistants (PDAs), and cell phones/mobile phones (wikipedia.com).
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Most Recent Ad Networks, Ad Exchanges & Portals Clips
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| US Watches 33 Billion Online Videos in Dec. ‘09 | | Clipped from www.marketingcharts.comGoogle Sites accounted for 13.2 billion videos, or almost 40% of total online videos viewed in December 2009.The top video ad networks in terms of their actual reach delivered were: Tremor Media Video Network with 30.5% penetration of online video viewers, BrightRoll Video Network with 21.7%, and BBE with 21.2%.Read more at www.marketingcharts.com | | 2/8/2010 12:39:23 PM |
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| 16% of Users Click Away From Video if There is a PreRoll Ad | | Clipped from www.imediaconnection.comThe preeminent video advertising format — pre-roll — still irritates some consumers, so much so, in fact, that nearly 16 percent of consumers click away from a pre-roll ad rather than sit through it to watch their desired video.The trend is worse for news media; nearly 25 percent of consumers click away from [...] | | 2/5/2010 8:55:31 AM |
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| Ad Network Adoption up 25% | | Clipped from www.adotas.comADOTAS – The future of ad networks remains murky, but those who believe they’re about to die in numbers should hold off on digging the mass grave and read Adify’s new survey showing that ad network adoption is up 24% in the last 18 months.With 216 media planners, interactive marketing directors and agency [...] | | 2/3/2010 10:52:51 AM |
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| Study Shows Online Display Increases Performance of Other Digital Efforts | | Clipped from www.adexchanger.comDotomi announced results from the use of its attribution technology which reiterates the impact strong attribution models can have in driving display or any digital media’s future growth. From the release: “Dotomi found display increased performance by an average of 20 percent in paid search, 26 percent in natural search, 25 percent in [...] | | 1/6/2010 8:25:01 AM |
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| Mobile Ad Spending to Double This Year | | Clipped from www.mediapost.comNearly half of mobile industry executives and analysts in a new survey expect mobile ad spending to double this year, while almost one-third expect it to grow by 200%. That’s quite a bullish outlook. The survey by mobile consulting and research firm Chetan Sharma on 2010 predictions also covered topics including app stores, [...] | | 1/5/2010 8:27:46 AM |
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| Cookie Based Ad Targeting Stats Show Flaws in the System | | Clipped from www.mediapost.comIn the comScore panel, we are able to see cookies passing between Web sites and panelists’ computers; and we are able to see and identify the different persons using those computers at those points in time. We recently conducted a study across some major online ad sales entities to determine how often [...] | | 12/17/2009 2:27:02 PM |
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| The Media Consumption of College Students | | Clipped from www.mediapost.comAccording to findings from Alloy Media + Marketing’s 9th annual College Explorer Survey, projected annual technology spending among college students (ages 18-30) has reached an all time high at $6.5 billion, ranking 3rd in overall discretionary spending for college students, just below food and auto. When all platforms were totaled, the study found [...] | | 11/12/2009 5:03:43 PM |
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| SHERPA: How Email Marketing Budgets Changed in 2009 by Industry | | Clipped from www.marketingsherpa.com
SUMMARY: Email has not only been spared the ax that fell heavily on most marketing budget line items, it seems to have actually benefited from the down economy. This boon wasn’t skewed by a few email-reliant sectors, it occurred in every industry participating in our benchmark survey. [...] | | 11/10/2009 9:28:18 AM |
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| How Valuable is Search For Retailers? | | Clipped from adage.comLess than 10% of online retailers’ web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.’s Online division.
Nielsen found the majority of retailers’ web traffic (61%, on average) comes from people going directly to a retail site — consumers typing, say, Amazon.com into a browser address bar.
The 9.5% [...] | | 11/3/2009 12:11:31 PM |
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| IPhone Click Thru Rates 35% Better Than Rival Smartphones | | Clipped from www.mediapost.comThe iPhone delivered click-through rates on ads 35% better than the average compared to gaming devices and rival smartphones like the BlackBerry and Android-powered handsets, according to a new study by mobile ad network Quattro Wireless.
In addition to device type, the research — based on the 4 billion ads per [...] | | 10/29/2009 7:33:59 AM |
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| Worse Than Zero: Bad Campaigns Actually Have a Negative Effect | | Clipped from www.emarketer.comOnline marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.com | | 10/29/2009 7:30:49 AM |
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| Ad Pricing Still Down | | Clipped from www.emarketer.comThe first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher [...] | | 10/16/2009 9:35:01 PM |
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| State of Social as a Media Platform | | Clipped from www.emarketer.comTime spent on social networking sites is increasing steadily, taking users’ attention away from sites such as portals. According to comScore, the top 20% of social network users visit networking sites 2.4 times per day, on average, and spend 31 minutes on them—twice as long as the same users spend with e-mail or [...] | | 10/13/2009 7:06:36 AM |
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| Year-over-Year% Change in Online Advertising Spend by Industry | | Clipped from www.mediapost.comYear-over-Year% Change in Online Advertising Spend by Industry (U.S., August 2009) Estimated $ on Top Social Network SitesYOY% GrowthIndustryAug-08Aug-09 On Social Networks On All Sites Entertainment$1,097,700$10,012,800812%40%Travel$473,700$2,198,200364%-11%Business to Business $683,400$1,941,700184% -8%Automotive$1,110,200$3,085,800178% -26%Health$1,131,500$2,754,900 143%8%Web Media$11,231,800$26,855,700139%30%Software$526,400$1,202,500128%-29%Financial Services $3,233,900$6,415,900 98%-10%Public Services$6,836,500$13,203,10093%13%Telecommunications$12,449,500 $23,550,30089%-1%Consumer Goods$1,913,400 $3,349,20075%8% Hardware & Electronics$654,000 $1,022,90056%-47%Retail Goods & Services$8,101,400$12,556,80055%-12%Source: Nielsen AdRelevanceRead more at www.mediapost.com | | 10/9/2009 8:49:07 AM |
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| comScore and OPA Findings on Display Ads | | Clipped from blogs.imediaconnection.comThe Online Publishers Association and ComScore, both
seriously interested parties, did a study
of 80 campaigns for 50 top brands which was tracked across the top 200
highly trafficked sites and concluded:
1. The 80-20 rule applies to clicks. Eighty percent of the
clicks come from 20 percent of the people exposed to the ads. At very best [...] | | 9/28/2009 7:56:50 AM |
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| Have Social Media Presence is Now a Top Priority in 2010 Media Planning | | Clipped from www.mediapost.comSocial networks may still seem like an emerging medium, if an ad medium at all, on some parts of Madison Avenue, but a new report on the media buying plans of advertisers and agencies indicates that having a “presence on social networks” is one of the top priorities of their media plans for [...] | | 9/10/2009 11:14:02 AM |
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| Yet Another Study: Display Helps Search | | Clipped from www.mediapost.comHere is a short list of highlights and findings from the report: - As mentioned above, search traffic increased by 13.7% with an optimized display campaign running. - A third-party display campaign ran in contrast to our own campaign in a separate period, and CPCs and CTR metrics reached all-time lows [...] | | 9/9/2009 10:01:29 PM |
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| 20% of U.S. Online Display Ads Were On Social Sites in June 09 | | Clipped from www.mediapost.comAccording to a comScore study of U.S. online display advertising on social networking sites in June 2009, social networking sites accounted for more than 20% of all display ads viewed online, with MySpace and Facebook combining to deliver more than 80% of ads among sites in the social networking category. [...] | | 9/9/2009 3:49:39 PM |
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All Clips
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