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When print publishers transitioned to online publishing, they were keen to find a way to generate revenue. Their revenue model in the print world was advertising, so they needed to monetize their content online. Display ads were a great start for them. They sold their advertising space to interested advertisers directly. Even then, there would always be some ad inventory that remained unsold. The need of the hour was a platform that could help them sell this inventory. That is when ad networks for publishers and advertisers came into the picture. Let us take a deeper look into how ad networks are helping both publishers and advertisers optimize their selling and buying processes.
Attribute | Ad Network | Ad Exchange |
Function | Intermediary between publishers and advertisers | Open marketplace for everyone |
Identity | Company | Technology |
Key Users | Publishers, advertisers and agencies | Publishers, advertisers, agencies, ad networks, DSPs, SSPs and ATDs |
Important Characteristic | Pre-segmented ads for particular audience. Promotes bulk buying and selling. | Pool of various types of ad inventory. Based on an impression-per-impression trade |
Ad Quality | Top-tier ad inventory, often sold for the first time | All available inventory on sale including remnant ad slots |
Optimization | Time consuming | Optimization possible on-the-go |
Cost | Stable and determined by the ad network | Dynamic pricing based on real-time bidding by advertisers |
Impact on Advertiser | Ad prices are higher | Advertisers can define the pricing |
Impact on Publisher | Low control over inventory pricing and optimization | More control over value per impression |
Buyer/Seller Information |
Advertisers are unaware of the placement of their ads Publishers don’t know who the advertisers are |
Both advertisers and publishers have each other’s information |
SOCIAL
November 06, 2024
Advertising metrics provide clear information on the success and failures of an ad campaign. They are a practical tool to track all aspects of your marketing activities as well as how your campaign compares to designated metrics. Take a look at your campaign health metrics to understand your campaign’s performance. These metrics aren’t exactly KPIs (key performance indicators) because they are not tightly connected to your marketing goals. However, they do support the important ad metrics. They can give you insights into how to improve an ad campaign on your level. Check out this list of valuable metrics to add to your armory if you really want to find the value of your content, the value of your audience, and the success of the advertising you're hosting.
AUTOMATION
October 02, 2024
Measuring the ad performance on your website is critical for understanding how well your revenue stream is optimized. Ad sizes, placements, and color are common measures, but they may not necessarily work for you. As a publisher, you must focus on four prime metrics that give you a clear idea of an ad campaign’s performance. Let us take a look at them:
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December 11, 2024
Thumzup Media Corporation (Nasdaq: TZUP), an emerging leader in social media branding and programmatic marketing solutions, has announced the official integration of its platform with Elon Musk’s X Corp (formerly Twitter). This milestone grants Thumzup advertisers access to X’s impressive base of 535 million monthly active users, positioning the Company as a disruptive force in digital advertising.
This integration enables advertisers to implement authentic advertising solutions, connecting brands and businesses with passionate users who genuinely love their products and services, thereby driving stronger reach and impact.
“Our launch on X Corp signifies a quantum leap in Thumzup’s mission to revolutionize advertising,” said Robert Steele, CEO of Thumzup. “By merging our innovative tools with X’s massive audience, we believe we can deliver strong opportunities for brands to scale their visibility and engagement at new levels.”
Key growth drivers include:
As the global digital ad market surges toward $700 billion, Thumzup aims to be uniquely positioned to secure a dominant stake through innovation, measurable outcomes, and a user-centric approach.
December 10, 2024
Klaviyo, Inc., a leading provider of customer data and marketing automation platforms, has seen significant growth in the email and SMS marketing domain. The company is well-positioned in the e-commerce sector, leveraging its platform's ability to create personalized campaigns and automate customer communications, making it a preferred choice for businesses seeking data-driven marketing solutions. In the second quarter of 2024, Klaviyo achieved remarkable financial results, reporting a 35.4% revenue growth and a strong free cash flow margin of 14.6%. Its solid financial standing, with more cash than debt and a current ratio of 6.44, highlights its financial stability. The company has also expanded its customer base by 16.3%, reaching 157,000 customers, including a growing number of high-value clients contributing over $50,000 in annual recurring revenue. Despite its strengths, Klaviyo faces challenges in retaining existing customers, as evidenced by a slight decline in its net revenue retention rate from 119% a year ago to 110%. The company’s heavy reliance on the e-commerce sector also exposes it to sector-specific risks, while the competitive marketing technology landscape poses additional hurdles. To address these challenges, Klaviyo has been actively investing in product innovation, expanding its language offerings, and enhancing SMS capabilities. These efforts aim to increase its appeal in international markets and strengthen its multi-channel marketing functionality. Partnerships and new product developments have further boosted its market presence.
DEMANDS
December 10, 2024
The latest study, conducted by the Alexander Group, highlights a significant shift in the strategic priorities of marketing executives. The "2024 Marketing Growth Plays for Commercial Excellence Survey" reveals that 72% of marketing leaders are ramping up investments in three critical areas: product innovation, digital marketing strategies, and demand generation. This comprehensive survey gathered insights from over 215 marketing executives across diverse industries, shedding light on the emerging trends shaping the marketing landscape.
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