Online ad strategies

>>Ren Chen assumed spelling: Hi, I'm Ren Chen, vice president of marketing at In-Built. And I'm going to talk to you about online ad strategies. It wasn't so long ago that website publishers, thinking about how to monetize their site, only had a few ad networks to choose from. Today, with over 300 plus ad networks out there, they have to ask themselves, what's the right approach. Well, we look at it in three different ways. The first being ad network selection. The second is the layout, or the esthetics of the ads on your page. And the third is reporting. So let's talk a little bit about ad network selection. For most publishers out there, when they think about the over 300 plus ad networks that they should start using, they consider, which ones are best for me, which ones are going to be the most lucrative, and how am I going to optimize and manage these ad networks once I choose them. Certainly going through the process of deciding between Ad Cents, Travel Fusion, Value Click and all the other ad networks out there is onerous unto itself, but also managing each one manually, is a complex task. One solution is use a third party service to help with the automation with both the selection and the management of the ad network. This takes the process of having to manage each one of the ad networks, one by one out. So that you only have to deal with a single interface. Second element to consider when developing an online strategy is layout. Most publishers out there, when they think about placing ads on their site, have to think about the placement of where the ads will go on their site, as well as ad spot allocation, which ad networks go in which spot, and what ad sizes work best for my site. Other things to consider in terms of aesthetics, which is what colors do I use, what border style, etc. Publishers can use manual solutions out there, like AB software test, testing packages. Or they can use third party services, which automate the testing of all the variables using real time data. Now let's talk about reporting. Once you have your ad network selection done, and you've chosen the layout that you want to use for the ads on your site, you have to use a good reporting system to make sure that you monitor performance of all the ad networks on your site, that you're managing the inventory allocation to all the ad networks properly, and that you have good visibility into the earnings and site statistics of the ad networks on your site. One way to approach this is by looking at all the various reporting interfaces that your ad networks offer, and manage them one by one. Or you can use a consolidated reporting package available in the market today to help make that process easier. So when you're thinking about developing your online advertising strategies, I hope that you remember to consider these three elements, ad network selection, lay out and reporting.