Sell Side Advertising Explained
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Written By Reprise Media | February 15, 2005 | Share This
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It’s a publishers’ world - advertisers are just living in it. That’s the proposition behind one of the newest trends in online advertising. CEO of Tacoda Systems Dave Morgan talks to ClickZ about “Sell Side Advertising,” a termed coined by John Battelle and Ross Mayfield among others to describe the concept of a publisher-driven ad […]
It’s a publishers’ world - advertisers are just living in it. That’s the proposition behind one of the newest trends in online advertising. CEO of Tacoda Systems Dave Morgan talks to ClickZ about “Sell Side Advertising,” a termed coined by John Battelle and Ross Mayfield among others to describe the concept of a publisher-driven ad system whereby publishers pick and choose from a stable of advertisers.
In this new pay-per-click environment, advertisers are focused on the keywords, concepts, and context of their messaging more so than where it’s appearing. It’s all about results (though the right audience and the right environment will continue to be a big deal).
But don’t worry about publishers being cut out of the equation - they’re going to be focused on attracting the right audience (converters vs. casual) and seeking out ads that are strong sellers (more targeted vs. just a space filler).
This model is really ROI and performance driven and should do well once any remaining business and technology roadblocks are cleared away.
Read more from Battelle in the Technology Review here.
Topics: Advertising: Behavioral, Advertising: Contextual, Advertising: Distribution, SEM: Firms, SEM: Paid Search, Search: Innovations |