Firetop

For me the biggest problem with selling online advertising at a decent profit is time because, as we all know, time is money. Sales people, ad traffickers and senior management time is an overhead that publishers could do without when selling online campaigns. Unfortunately all three groups of people usually need to be involved from liaising with media buyers, trafficking ad creatives, providing reports and analysing yields. With the long tail of niche micro campaigns to monetise, publishers are struggling to get their heads around the most profitable way forward, especially given their inherited print workflows – free of the metrics headache.

Today I had a demonstration of a tool developed in Belgium called Adlogix which reduces the time needed to plan, sell, and fulfil ad campaigns. Adlogix integrates with existing ad servers such as DART and Adtech (using their APIs) to enable sales people to plan campaigns live on a site by site, zone by zone and even unit by unit basis. It removes the need for a sales person to spend hours on the phone with an ad trafficker running forecasts, and enables them to reserve ad impressions themselves directly via the Adlogix interface – even generating an order form.

Even the job of an ad trafficker is made easier too, with Adlogix communicating back with the ad server to auto-build relevant campaigns that simply need to be populated with creatives. For senior management the level of custom reporting; sales analysis by sales person, sites, zones, units and buyers means no more long nights spent fiddling with excel and multiple applications.

I was quite pleased with the demonstration which was a welcome breath of fresh air after a painful Webex demo I sat through yesterday which demo’d a new media buyers tool which repeatedly crashed!

Technorati Tags: adlogix, online sales, inventory management, ad servers, dart, doubleclick, adtech

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