Why Do Publishers and Advertisers Have Separate Ad Servers?

At first glance it might seem confusing why Publishers and Advertisers both maintain their own Ad Servers. After all, what’s the point of forcing a browser to make so many trips across the internet, bouncing from Ad Server to Ad Server when technically all you need is a single Ad Server to deliver an ad?

The answer is mostly convenience, but also so Advertisers and Publishers can audit each other when it comes time to bill.

Ad Servers are convenient because they allow Publishers and Advertisers to centralize the nuts and bolts of getting an ad on a web page. If an Advertiser bought media across ten different sites for example, without an ad server every time they wanted to change their creative assets they would have to talk to ten different publishers. Not only that, but when it came time to report on how well their campaigns did, they would have to compile ten different data sources into a single report. For a sophisticated advertiser advertising multiple products to multiple audiences with multiple messages, this quickly becomes unmanageable and is distasteful from the start.

However, with an Ad Server, an Advertiser can update their creative in a single place, whenever they want, and do so without needing to contact a publisher. Moreover, they can pull reporting on-demand from one place that uses the same tracking methodology.

Publishers maintain an Ad Server for the same reasons – they have multiple clients running multiple creatives for varying amounts and with different targeting requirements. Publishers also want a single source for reporting, and where they can efficiently track that they are delivering on schedule so they can bill clients in full.

Lastly, separate Ad Servers allow both parties to maintain their own independent set of reports. This forces both parties to rely on the technology when it comes time to bill rather than each other’s honesty. Of course, using two Ad Servers that count at different times, even milliseconds apart creates the possibility for Ad Serving Discrepancies, the bane of Publishers and Advertisers alike.

Source: www.adopsinsider.com

Six Hurdles to Bloggers

When Choosing the Blogging Applications….

Choosing the blogging applications can be confusing because on the surface, the various blogging software products such as Wordpress, Blogger, TypePad, Movable Type, LiveJournal and more are quite similar.

Following are six questions to ask yourself before you select your blogging applications to help you make the best choice to be a successful blogger.

1. What Are Your Goals for Your Blog?

Do you want to blog for fun or are you trying to make money or build a popular, highly-trafficked blog? The blogging application you choose is largely dependent upon your goals for your blog. Ask yourself the following questions to determine your goals for your blog:

• How much space will you need to store your blog's images and content?
• Do you want to display ads on your blog?
• Do you want to add forums and other features to your blog?

2. Do You Need to Significantly Customize Your Blog's Design?

Blogging application varies in terms of its ability to allow bloggers to customize the appearance and layout of their blogs with logos, specific fonts, designs and more. It's important that you determine the amount of customization you want and need for your blog before you select your blogging application.

3. Are You or Is Someone You Know Technical?

Different blogging application platforms require varying amounts of technical skill and knowledge. While there are blogging application options that even the most technically-challenged people can navigate and use successfully, many of the blogging application packages that provide advanced customization and features require at least some technical ability.

4. Will Your Blog Have Multiple Authors?

Some blogging application platforms are easier to configure with multiple authors than others. Determine your author needs before you choose your blogging application.

5. Do You Need Custom Email Addresses Tied to Your Blog's Domain Name?

If you want to have email addresses customized to match your blog's domain name than your blogging application options are more limited. Even if this is something you may not need in the short term, it's important to think about it now before you choose your blogging application.

6. Do You Have Money to Spend Each Month on Blogging application and a Blog Host?

Your budget will have a significant impact on the blogging application you choose. While there are many free blogging application platforms available online, those free blogging programs typically offer limited features. Although those limited features are usually adequate for the average blogger, they may not be enough for your blog depending on your long term goals for it.

Source:  weblogs.about.com