Comments on: Vertical Ad Networks Are About Advertisers

By: OIO Publisher Coupon | Programmer today, Problogger to be

OIO Publisher Coupon | Programmer today, Problogger to be — Wed, 07 May 2008 08:43:32 +0000

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By: A Web Shift in the Way Advertisers Seek Clicks | Venture Chronicles

A Web Shift in the Way Advertisers Seek Clicks | Venture Chronicles — Mon, 21 Apr 2008 18:01:25 +0000

[...] on April 21, 2008Filed Under Marketing | I wrote about this last week, studying vertical ad networks has been really eye opening for me. It’s the long tail in [...]

By: Charlie wood

Charlie wood — Mon, 14 Apr 2008 22:08:05 +0000

Yes, I’m talking about mobile. The audience may not be there yet, but the technology sure is. And I imagine the audience is going to show up rather overnight.

-c

By: Jeff

Jeff — Mon, 14 Apr 2008 22:02:31 +0000

I’m with James, I don’t think it is feasible yet.

By: James

James — Mon, 14 Apr 2008 21:56:01 +0000

Charlie,

I don’t think something like that is feasible just yet. First off, I don’t think that approach fits the vertical ad network model. Vertical Ad Networks are about aggregating similar inventory from lots of sources. You could definitely do a geographic “vertical” ad network by aggregating say NYC blogs (and newspapers), but obviously it’s not the scale you’re talking about.

The scale you’re talking about is a technology solution across a generic ad network most likely. And the accuracy of geo resolutions just aren’t high enough (by resolving IP). Even major ad networks/portals can only get so much scale down to the zip code level – let alone 500ft of a location.

Now on Mobile – that’s another story. I think a few years time we’ll potentially see significant volume delivered to mobile devices resolved down to that level, but that carries a whole host of other challenges from both the advertiser angle, scaling angle, and technology/publisher angle that I think that could be a whole long discussion by itself.

-James

By: Charlie wood

Charlie wood — Mon, 14 Apr 2008 21:39:12 +0000

With all the excitement around location-based services I was surprised that my (admittedly cursory) search for a hyperlocal ad network didn’t turn up much.

And when I say “hyperlocal” I don’t mean “in the CBS 5 viewing area” like CBS and Syndigo apparently do, I mean “within 500 feet of 30.382527,-97.793071″.

Jeff, if you or any of your readers knows of such a beast I’d be interested in a pointer. If not, um, let’s start one.

Thanks,
Charlie