Years ago, when ad network become and appear in each advertisers' plan, that meant they have tried alot to prove their esixtence and effectiveness.
So, that time What does the basic that an ad network do!? Let's find out. (I said that time given that the time of something new, the time like the first stage of iced period)
Contextual is the basic!!! Just try to experience the below articles and take a carefully look the next side of the content you're reading!!
In fact that nowaday ad networks can do better beyond the contextual!!
As new contextual networks emerge, many of them increasingly are capable of delivering an Internet advertising solution that is a win for the advertiser, the publisher and the consumer.
Advertisers continue to shift around their online spends to stay aligned with the changing needs of the market and the new possibilities of advertising technology. With these changes has come a shifting of priorities toward a tighter focus on demonstrable conversion and real-time results. End users want to see fewer irrelevant messages and publishers wish to maximize the value of their online real estate. This confluence of pressures has had an impact on advertising agencies, forcing them to seek solutions that go beyond the creative and incorporate artificial intelligence that delivers instant insight into campaigns and the ability to respond to that insight immediately.
Ad networks are a vital component of a media plan and one that can help a company live up to these challenges. During the start of online advertising, ad networks struggled to justify their existence; now, networks are welcomed in every major advertising budget due to their reach and scalability. Traditional ad networks can provide immediate, targeted results -- and by working with an ad network it becomes considerably easier to understand the marketing challenges, the ever-changing dynamics and the science behind driving greater value from online advertising.
As the industry matures, a new breed of advertising networks is coming to light -- contextual networks that combine the technology to understand natural language with the real-time analytics of artificial intelligence for automated campaign optimization.
While most of us know that contextual advertising means that an ad will show up in a spot highly appropriate to its content, thus driving the likelihood of a positive response, fewer of us realize the importance of a network truly understanding the meaning of content. Natural language processing and semantic analysis are especially significant. It is important for advertisers to choose the proper ad network because regardless of an ad's perceived contextual relevance, unless the system has a deep understanding of the language and the ever-changing content of a site, many chosen ads will not be truly contextual. Yet, highly successful networks will strive to make advertisements become content.
Advanced contextual technology helps content become even more relevant and accurate, providing marketers a first time opportunity to display what they want to market right in front of the user who is looking for them. This model benefits everyone in the online advertising equation. The publisher's interests are served because they use their online ad space most effectively and at a premium; the advertiser benefits due to the increased response to their message and the improved ROI; and the end user is well-served because they are less likely to see advertisements that are not relevant to them.
These new ad networks give increased reach into high quality media environments, in addition to helping companies work through the initial challenges of setting up a media plan to include Internet marketing. They help companies figure out how to best rise above the Web's clutter -- where users feel overwhelmed by several ads on nearly every Web page they see -- without provoking frustration over privacy violations. They also offer media planners lead generation, the branding and frequency elements necessary in achieving good cost per action (CPA) and other important result metrics. Additionally, these networks make it easier to react to the unpredictable behavior of a target market comprised by consumers who won't always be making their online purchasing decisions in the way we initially think they will.
Today's integrated direct response networks are able to bring campaigns to a new level of direct response, relevance and ROI by bringing natural language processing together with solid optimization and analytics. The ad network of the future will include even more personalization and behavioral targeting technology that also protects individual privacy. There will also be powerful pay-for-performance networks of content sites that run ads and further leverage advanced linguistics and other powerful technologies.
These contextual direct response technologies are shaping our industry to better address the interests and concerns of all of the players in the equation. As each player -- consumer, advertiser and publisher -- perceives more value, the size of the pie increases for everyone.
Gurbaksh Chahal is CEO of BlueLithium, the Internet's largest customized direct response network. He previously founded Click Agents, a company that merged with ValueClick to create the largest cost-per-click advertising network
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