volume 1 from acceleration

Which ad-serving option best serves you?Side-by-side comparisons of industry-leading technologies to help you choose the best solution.

How do you determine what opinion to trust? There are literally millions of them online, but sifting through the internet’s many sales pitches, pundits and less-than-informed denizens to uncover valid, unbiased perspectives can quickly lead to web-rage.

Or so we’ve heard at some point, from virtually every one of our clients.

So we’ve elected to do something about it. Digital Intelligence is the result – a magazine that applies a scientific approach to making practical, intelligent digital marketing decisions. Each issue will focus on one question. It will include compiled and distilled insight from multiple, trusted sources - thought-leaders, partner-companies, research firms, clients and yes, our own consultants. And it will present these findings in an organized manner to help you find the right answer.

I hope you find this issue helpful. Welcome to Digital Intelligence.

Sincerely,

Cameron HulettSVP Publisher Solutions Acceleration

Finding opinions is easy.Finding opinions you can trust…

Information resources for this issue:• Jupiter Research • Google • iMedia • Online Publishers Association • Interactive Advertising Bureau • ClickZ • DoubleClick • Media Post • Adotas • Biz Report • Silicon Alley Insider• Advertising Age

Finally, most publications focused on ad-serving would also include content about best-practices on using advertising exchanges to sell ad inventory. This one doesn’t. We think it’s a big enough subject to warrant an issue on its own, as are mobile content and emerging platforms.

Want to hear about one of these (or another subject) urgently? Send us an email at sales@acceleration.biz and let us know.

We address one of the most important questions facing publishers today - What’s the the right ad-serving solution for me? Making the correct choice will have a signifi cant impact on ad-revenue generation. Making the wrong choice will not only impact revenue, but workfl ows, employee satisfaction and advertiser relationships as well.

You’ll notice that we’ve focused on Google/DoubleClick products. This isn’t to say they are the only options available – we simply feel they cover the entire spectrum of publisher needs.

AdSense GAM DFPIn T

HIs

IssU

e…

steps to your intelligent solution

The cost of owning technology?Staffi ng – 60%Downtime 15%Buying the soft ware only accounts for 7%IDC 2007

LEARN about the diff erent technologies.

DISCOVER services to optimize the technologies.

CHOOSE your solution and service package with the the ROI calculator.

123

steps to your

AdSense is Google’s network ad serving solution. It provides a fast and easy way for you to drive revenue by automatically displaying relevant ads sold by Google on your website. This solution is particularly suited to small publishers who may not have the resources to develop and manage an advertising sales program.

“A ‘free’ technology that’s IDEAL for publishers wanting to generate site revenue with no sales hassle.”

step 1 learn

CONS

While marketed as ‘free’, AdSense will typically require service and support to optimize it for your site.

Revenue is dependent on traffi c – you only earn as you generate clicks, and it takes a lot to earn a litt le.

You have no control over which ads are shown. Ads may not complement your website design, and may look unprofessional.

AdSense users cannot fully format the ads according to their specifi c requirements.

Google can stop AdSense revenue when it deems appropriate.

You can’t control (and don’t know) the revenue paid-per-click.

PROS

No expertize is required.

Can be an eff ective revenue generator if your site has relevant content and signifi cant traffi c volume.

Targeting is automatic.

No third parties are involved.

Can be implemented immediately.

The interface for managing ads and ad formats is easy to use.

Includes statistics that are simple and understandable.

The technology is free (though support and service is not included).

deems appropriate.

You can’t control (and don’t know) the revenue paid-per-click.

The technology is free (though support and service is not included).

understandable.

The technology is free (though support and service is not included).

deems appropriate.

You can’t control (and don’t know) the You can’t control (and don’t know) the revenue paid-per-click.

Includes statistics that are simple and

The technology is free (though support You can’t control (and don’t know) the revenue paid-per-click.

Small requirements - Google AdSense

A ‘free’ technology with optional optimization services, this inventory management solution is PERFECT for publishers wanting to sell and serve their own ads in a simple manner.”

CONS

The technology does not include product support or optimization services – those have an associated cost.

The simple inventory structure may limit your ability to target to particular pages on your site.

Creative support (particularly for rich media and video) is limited.

Reporting options off ered are basic and standardized –you can’t customize based on specifi c metrics.

GAM off ers only country, state and city geo-targeting – you can’t target based on postal code or area.

There are limited opportunities to integrate GAM with your CRM, reporting and billing systems.

Pushing high-revenue-potential ads is a time consuming, manual task.

PROS

The technology is free – no sign-up, ad-serving or support costs.

Off ers an uncomplicated inventory structure.

Easy to set-up and use immediately.

Includes an inventory forecast-off ering

Has an intuitive ad-tag generation process, with less room for user error.

Optional AdSense integration to fi ll unsold inventory.

Multiple levels of user frequency capping.

Familiar Google system interface, robust and fast delivery including quick search functionality, intuitive workfl ow and browser session support.

GAM is Google’s ‘free’ hosted ad-serving and management technology, typically aimed at publishers with smaller, direct sales teams. This tool allows you to sell and manage both reserved and discretionary inventory, either directly to advertisers, or through ad networks including Google AdSense.

step 1 learn

Medium requirements - GAM

with your CRM, reporting and billing systems.

Pushing high-revenue-potential ads is a time consuming, manual task.

Familiar Google system interface, robust and Familiar Google system interface, robust and Familiar Google system interface, robust and fast delivery including quick search functionality, fast delivery including quick search functionality, fast delivery including quick search functionality, intuitive workfl ow and browser session support. intuitive workfl ow and browser session support. intuitive workfl ow and browser session support.

Familiar Google system interface, robust and fast delivery including quick search functionality, intuitive workfl ow and browser session support.

with your CRM, reporting and billing systems.

Pushing high-revenue-potential ads is a time consuming, manual task.

Multiple levels of user frequency capping.

Familiar Google system interface, robust and fast delivery including quick search functionality, fast delivery including quick search functionality, intuitive workfl ow and browser session support. intuitive workfl ow and browser session support.

Pushing high-revenue-potential ads is a time consuming, manual task.

Familiar Google system interface, robust and

FEATURE-RICH technology plus extensive professional services perfect for publishers with sophisticated ad-serving needs.

CONS

The technology and services are combined in one fee, and the cost may be hard to justify for smaller publishers.

Features and functionality require greater knowledge.

Currently DFP can only be used on PC systems using Windows Explorer.

PROS

Offers advanced targeting to help increase the value of inventory, including flexible key-value targeting.

Offers the largest database of mapped IP addresses available, in conjunction with Digital Envoy.

The price includes product and many support services.

Handles advanced rich media, including video and mobile.

Integrateswith DART Sales Manager, Mobile and other DART product, as well as DoubleClick’s proposal and finance management solution.

Offers an extensive, reliable ad-serving infrastructure, with data centers around the world.

DFP is DoubleClick’s hosted ad-serving and management solution. Think of it as ‘GAM on steroids’, plus professional support and consulting services. It is typically aimed at publishers with highly sophisticated ad-serving needs DFP is widely recognized as one of the most advanced options available.

step 1 learn

Large requirements - DFP

Technology Features – Side-by-side Comparison How do they compare and which one off ers the features you need? Find out in this feature comparison chart, and make an informed decision.

step 1 learn

FeaTUres GOOGle aDsense GOOGle aD ManaGer (GaM)

DarT FOr PUBlIsHers (DFP)

accessibility Can be accessed online via any operating system or browser

Can be accessed online via any operating system or browser

ActiveX Architecture

Can be accessed online via Windows XP using Internet Explorer 6+

Workfl ow AdSense code implemented directly within source

Simplifi ed, intuitive traffi cking and reporting workfl ow

Off ers swift campaign setup and tag generation procedures

Structured and more complex traffi cking and reporting workfl ow

Allows a higher degree of control over all stages of campaign and creative traffi cking

support Self-service help center

User-to-user groups

Self-service help center

User-to-user groups

Email support from the Google product specialist team

Full-service help center

Knowledge base access

Direct support from the DoubleClick product specialist team

Creative support Google text, image and video unit ads

Basic creative upload procedure, eliminating the most frequent traffi cking issues

Advanced creative upload procedure

Rich media templates for creative upload assistance

DART Rich Media available for cutt ing edge display and tracking features

Targeting criteria Competitive ad fi lter

Manual section targeting

Geography (country, region, metro, city)

Browser type

Operating system

Bandwidth

User domain

Custom key-value

Browser language

Geography (country, region, metro, city, postal code)

Browser type

Operating system

Bandwidth

Custom key-value

Internet service provider (ISP), online service provider (OSP)

reporting Basic delivery and earnings reporting

Basic, standardized reporting

Advanced reporting

Scheduled

Customizable

system integration None None Application protocol interface (API) support

Typical volume limit

Up to 200,000 impressions p/m Up to 2,000,000 impressions p/m

Over 2,000,000 impressions p/m

audience Small publishers with no direct advertising programs

Small to medium sized publishers

Medium to large-sized publishers

ease of sett ing up Immediate with no expertise required

Quick, self-service process Complex, structured implementation

associated costs Free technology Free technology Paid

Training services to build your knowledge: Arrange for comprehensive, ongoing education to ensure employees are comfortable with the technology, actively use it and are able to leverage its full potential.

Technical support services to limit the impact when something goes wrong (included as part of DFP fee): Issues and questions will appear with any technology, usually without any warning. This can put incredible strain on your people and revenue. Having professional technical support available on call (possibly a credit-based system where you pay-per-issue) is the ideal way to mitigate this risk.

Outsourced ad-operations OR traffi cking services to reduce costs and resource constraints: Ad-serving and traffi cking aren’t typically part of the core business, and many publishers are choosing to completely outsource these tasks to trustworthy third party providers so internal resources can be focused on core competencies.

Technology makes it possible. Services make it fi t. Once you’ve selected a technology, how do you customize and use it to maximize results? You should consider the following service and support options to ensure your chosen technology is optimized for maximum results and eff ectiveness.

Training services to build your knowledge: comprehensive, ongoing education to ensure employees are comfortable with the technology, actively use it and are able to leverage its full potential.

Issues and questions will appear with any technology, usually without any warning. This can put incredible strain on your people and revenue. Having

Outsourced ad-operations OR traffi cking services to reduce costs and resource constraints:aren’t typically part of the core business, and many publishers are choosing

step 2DIsCOVer

Every minute spent implementing a solution translates into lost opportunity- CIOupdate.com.

1. The Feature and ROI calculatorThis calculator has been created specifically to help you determine the financial implications of choosing any of the technology and service options. Insert your numbers, see the result and make an informed decision.www.acceleration.biz/AdServingSolutions/ – Download the Calculator now.

2. Technology – in-depth materialIf you need additional information regarding any of the three options outlined in this issue, you’ll find it here: www.acceleration.biz/AdServingSolutions/

3. Take the next stepDecide on the direction you need to go:

From general information to personal assessment. By now, you’ve likely narrowed your choice down to one or two options – but which one is the perfect fit for your business? Acceleration has compiled additional, in-depth information and specialized tools to make your final decision easy.

step 3assess

AdSense www.google.com/adsense

GAM self-serve www.google.com/admanager

GAM with optimization

services

DFP for mid-size

enterprises

DFP for large-

enterprise

www.acceleration.biz/AdServingSolutions/

digital marketing consulting, outsourcing and technology services

www.acceleration.biz

You’ve taken care of ad-serving.What about everything else?