![]() ![]() Moreover, the incremental revenue these exchanges offer is minimal compared to what the targeting information is worth when retained by us. The end result is CPM’s on your site go down because the users have previously been exposed to these highly targeted ads on other sites. If you give out data, others will use that data to target ads. If you are selling ads remember that no one is looking to waste money, no matter if you are selling CPM, CPA, or CPC everyone is backing it out to some number and seeing if they have positive ROI, if its positive they will spend more.Īre data exchanges such as BlueKai and eXelate a part of your revenue model? What do you think of data exchanges?ĭefinitely not. Yes view throughs are useful but measuring viralness of an ad spend is far far more powerful. Clicks mean absolutely nothing, if you are doing a major buy in 2 weeks take one week to get a baseline for your traffic, the moment you turn on those ads measure what delta from the baseline you have and measure what happens after you stop advertising. ![]() I buy a lot of ads and I sell a lot of ads. Single mothers and single fathers may both be your target, but they react and interact very differently with an ad.ĭo you ever buy advertising? Any recommendations you would make to online marketers given your extensive experience on the sell-side? The ad you show different demographics shouldn’t be the same. More so, on a site like ours the creative flexibility lies in being able to hyper target certain demographics and change your creative accordingly. Ads with higher CTRs don’t always have the highest conversion. While it may not seem like a lot of room compared to the standard IAB units, there is a great variance in CTR between them as a result of minute changes. There is actually quite a bit of flexibility – the image as well as text can be customized. How much creative flexibility is there for the advertiser? We are swamped with so much information we don’t know what to do with it. Most companies in the advertising space are frantically trying to get more information about their users such as age, gender etc. How do you sell inventory for Plenty of Fish? Are exchanges helpful or still a work in progress?Īd exchanges simply can’t compete with our self service ad platform. This makes it very hard for us to white label our system outside of the dating/social networking space. The vast majority of sites have inferred data or no data at all. Right now, our system relies on having a lot of information on each user such as age and gender. Our new system lets advertisers big and small target their audience down to a zip code level.Īny plans to leverage your new system across non-POF properties? Such as white-labeling or even creating an ad network? But, no platform could make use of this data. Why?Įxisting ad exchanges, ad networks and others couldn’t effectively monetize our traffic, we have over 100 variables on each user such as age, gender, income, profession, where they like to vacation, if they prefer to eat out or in, if they are shy, etc. But, on exchanges and elsewhere, you can buy their skyscraper cheaper than you can an individual ad!Ī month or so ago, you launched a new self serve ad platform on Plenty of Fish. If you advertise on Facebook you will see 3 of their ad units fit in an existing skyscraper unit. The future of online advertising is not with bigger ad formats, or even existing ones. If a 728*90 ad has the same CTR and CPM as a ad a fraction of the size why would you ever use bigger ad formats? What does CPM really mean in terms of business? I think a far better metric that we use is monetization per pixel. We’ve hired a few people for customer service and to build out our advertising efforts.Ī: What are your thoughts about display advertising these days? Does it work?Įveryone is using the wrong metrics these days. With over 100 million monthly visitors and 2.5 Billion monthly pageviews it gets complicated. MF: I don’t want to do everything myself. Magazine, 2009) – free dating site that has taken off with huge traffic and interest – and all built and serviced by one guy – you. Markus Frind is CEO of, an online dating site.Ī: The background is fairly well-known about Plenty of Fish (Inc. ![]()
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