« Display ads and CPM are broken | Main | Thefunded.com: Empty vessels make the most noise »

January 22, 2008



I think what would be really useful in this context would be to enable advertisers to benchmark their campagins against those of other companies. Let me explain why.

Fundamentally, there are several issues here. To start with, there is the effectiveness of a website for a particular company/product when compared to other types of products. Then, there is then the effectiveness of various websites when benchmarked against each other. Finally, there is the question of the effectiveness of the campaign. If you could measure that - the horror! performance-based pay for marketing agencies...

Anyway, after all, this is all just a question of price. If I could dynamically bid on a bang-for-the-buck basis (based on a mix of clicks and impressions) across a wide range of websites, and had benchmarking data to compare my campgains with other companies (on an anonymized basis)that would be great.


First off, let me ask 2 questions I have regarding this post. I hope you can make it clearer.
1. What exactly do you mean by "noise reduction agent"? I don't see how a site dedicated to helping people to move their homes from one place to another does this. Especially since you mention publishers.
2. Then, how do you mean "target influencers"? How this can be done? Who are influencers? Why they should be targeted?

Also I would like to share some thoughts of mine on this problem (I have been working with and developing ad serving solutions since 2002 so I believe I can give some insight on the technical details of action-tracking).

The problem is as old as the Internet. Technically it's very similar to the spam problem. If you read about some of the fanciest ideas on how to solve the spam problem, what types of anti-spam solutions are out there you can figure out what types of solutions can be applied here as well. Action-tracking hasn't been as popular a problem as fighting spam.
So I would break down the solution into 2 parts: technical and social. Socially you can force the user to write down the coupon ID after the click, so next time he comes to this site he gets some discount by providing the ID. Technically you can drop a cookie for 30 days and keep your fingers crossed the user is not paranoic and doesn't go Tools>Clear private data...>Check Cookies>Clear every now and then. Personally I clear my private data from time to time but not cookies (because I don't want to input passwords each time).
Statistical approach is a good one. But technically it can become very complex and end up inefficient. Because with new data coming in new rules would have to be built. There are exceptional cases in advertising too (like Christmas holidays when suddenly CTR jumps up - my guess). So even statistics meant for noise reduction would need noise reduction too.
And I don't think advertiser would prefer to see 'approximately 10.345 conversions' instead of '7 real conversions' in the reports. It's fooling yourself. You get ROI when the customer pays, no approximation here.
Advertising startups are popping up in all possible niches. I especially hate those new double-underline popup ads that are messing up with real links. What I see as a niche is solving old problems the new way. Eg. using Flash StoredObject instead of cookies - a solution that came up only recently after the Flash player has become ubiquitous. After all Google founders did not invent web search, they just handled the problem differently.

Fabio DB

Just made a few comments on this post here:

I tend to agree on everything except the fact that affiliate "don't do the work" and therefore their CPA is not entirely deserved. I think that the point is, Dixons and other businesses build their brands and then other people convey traffic to their sites. Some websites just try to generate leads and don't care about their quality, while other services (moveme.com or my startup veedow.com) help making the signal to noise ratio better and crossing the chasm between products/services and consumers.

The comments to this entry are closed.

Mayfair, London

  • Why is this blog called The Coffee Shops of Mayfair?

    This is why

    Looking for Coffee Shops in Mayfair, London? Click here



Contact me

  • mybloglog
  • View Paul Fisher's profile on LinkedIn