The Next Network - Alex Magnin-Martini Media

It39s time for the ad network to move up the value chain The exchangedriven marketplace makes quotinventory procurementquotamp8212the traditional role of ad netsamp8212a thin value proposition Ad networks need to bring technology and media services together to create highervalue connections with the people who matter most to an advertiserTo do this networks must do three things1 Invest in technology that creates tangible value such as dataharvesting and adtargeting engines2 Get in the mix with publishers to bring innovative custom advertising solutions at scale to market3 Provide quality assurance in the niche or longtail of the web sites that attract a disproportionate number of people with money and influenceWhy do I say this Despite buyside advances in targeting and efficiency advertisers still aren39t meaningfully accessing some of the most interesting powerful websites What39s more the financial equation is upside down CPMs and adresponsiveness are stagnant at best and advertiser spend still severely lags behind timespent with the mediumAdvertisers have built the engines to analyze campaigns and develop best practices for who what where and when Now they need publishers to respond with what I call quotsmartquot impressions That39s shorthand for sitespecific intelligence combined with custom content and creative capabilities That combination is the key to advertiser satisfaction and higher CPMsWhile big publishers eg Conde Nast and NYTimes can build their own engines they are the roads more traveled The great opportunity online is activating the premium niche sites where the most powerful people onlineamp8212the ones who buy and share the mostamp8212go first to feed their individual passions These sites from finance to travel to yachting are in a priority position to drive brand lift and preference But none of them alone have the resources to create compelling data engines and their inventory gets commoditized on ad exchangesThe new ad network will bring the longtail publishers to scale providing sharp tools for sites grouped by content and audience Because they have direct relationships with publishers these networks will execute custom creative campaigns and share the valueamp8212so publishers get higher CPMsTo get there today39s ad networks need to focus more on the longterm creation of value for brands and publishers as opposed to shortterm directresponse and arbitrage opportunities When advertisers explore the power of the niche web they39ll see that networks are the most direct way to activate it When networks vet sites for content and engagement limit impressions per page and share their numbers they39ll show themselves to be powerful conduitsIn the process they39ll restore a balance to online mediaAlex Magnin is an early team member at Martini Media and currently serves as director of business development You can find him on LinkedIn and Twitter

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