Thursday, October 4, 2007

Notes from Momentum Growth Conference (7/...)

Notes from Momentum Growth Conference.

Ones to Watch

Adify - Larry Braitman, Co-founder and Chairman

Tumri - Hari Menon, CEO

Turn - Jim Barnett

Again - 6 minutes per presenter - too fast for me to Blog about at real time...However -

Turn has an interesting model (as well as a good presentation) to enables advertisers and publishers to buy and sell online advertising in an advanced market that automates targeting. Turn eliminates the need for manual targeting and provides bidded CPA, CPC and CPM pricing for graphical and text ads. Through its revolutionary targeting and innovative pricing models, Turn simultaneously delivers amazing simplicity, dramatically better relevance, and maximum revenue for advertisers and publishers.

From Turn site:

  • Automatic targeting. Traditional manual targeting is time consuming, frequently ineffective, and not scalable. Turn eliminates the complexity of manual targeting and managing keywords with technology that automatically selects the best graphical or text ads for any placement. By automating the process, Turn can find subtle patterns of performance that manual targeting would otherwise miss and respond much more quickly to changes in performance.
  • Blended targeting. Turn uses sophisticated algorithms to blend more than 60 relevance variables rather than just one or two, the common practice of most networks. This is critical because relevance and advertiser performance require targeting beyond just text on the page. Targeting must combine elements of category targeting, audience and user behaviors, and innovative new targeting methods in order to optimize performance.
  • Bidded CPA pricing model. Turn has revolutionized the traditional CPA model by utilizing a bidded market. By offering CPA, CPC, and CPM to the advertiser and using effective CPM (eCPM) ranking on behalf of the publisher, Turn aligns the business goals of the advertiser, publisher, and ad network.
Automatic targeting is an interesting approach.
I think it is powerful model, however as it is 'automated', it is based on parameters and assumptions. It would be interesting to learn how flexible and 'self learning' this system really is.


To be continued...Maybe...


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