One of the most exciting and disruptive things going on right now in digital media is the rise of new businesses harvesting intent and making it available for advertisers outside the confines of Google. Companies are building demand capture systems for advertisers that sit in other parts of the web ecosystem outside the Search appliance. These are truly new and vast marketplaces that can more directly connect consumers to relevant messaging.
Jonathan Mendez, CEO of publisher-side ad-targeting tech Yieldbot, isn’t one to toe the line in deriding the click’s role in online advertising. In fact, Mendez thinks the click is here to stay. He explained his thinking behind five recent tweets he has sent. Mendez thinks social doesn’t hold a candle to search and the only ones who “give two shits” about rich-media advertising are people in the ad industry.
Read the full interview here:
Three companies — Yieldbot, JumpTime, and Outbrain — are among those who offer news and media companies differing approaches to better reader engagement. Each has its own story to tell, and each is emblematic of a wider trend in the industry: mastering how the digital business is oh-so-different than print.
Now as sideways traffic — greatly multiplied by Google, Facebook, and Twitter links, mentions and touts — has become recognized as the way things really are, publishers need new understanding. There are real, discernible patterns of behavior, if you crunch a lot of data, and these companies can show it to you on graphs, scatter charts, clusters and more. Let your online presentation people link stories or sections they wouldn’t have otherwise linked. Let your audience management people make longer-term decisions about how valuable that Facebook traffic was compared to that Google traffic. Let your ad staff have the ammo it needs to prove out the kind of visitors who are attracted to certain site sections.
“Sure, we’ll show you where your readers come from and where they go off to, but the real question is what they do when they get to your site. What’s happening at this moment,” says Jonathan Mendez, CEO of New York-based start-up YieldBot. Mendez, a self-described “crusader for relevance,” was a principal at ad optimizer Offermatica before it was sold to Omniture in 2007.
[...] Full article at The Nieman Journalism Lab