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Does your ad management solution provide scalability and reliability?
With the exploding popularity of emerging media sites, many organizations find themselves in a position with an outdated ad server that is not scalable or reliable given their rapid growth rates. For example, Accipiter customer PhotoBucket provides a simple, fast and reliable image, graphic art and photo hosting service that enables efficient and open sharing and publishing of photos online. According to a November 2005 Nielsen/NetRatings report, Photobucket experienced the greatest growth of any other website, growing an astounding 1,492 percent. Over the course of the year, the company has expanded its user base from 983,000 unique visitors per month to 15.6 million unique visitors per month. Photobucket now serves over 50 billion images per month (20,000 per second) to popular destination sites such as eBay, Blogger, Neopets, Friendster and MySpace. PhotoBucket is currently on a run rate to grow its ad volume over 100 percent in just the next few months.
Given Photobucket's incredible ad serving growth, the need to have a scalable and reliable ad management solution was critical. PhotoBucket initially tried other ad delivery technologies early in its development process, but the technologies simply could not ramp up with Photobucket's load requirements.
Does your ad management solution allow for integration with your delivery platform?
As you continue to add innovative online media to your site network, you must ensure that your ad server allows for integration with any unique content delivery requirements and/or platforms you require. Accipiter customers EntriQ and Visioneering Games are practical case study examples to illustrate this point. Entriq, Inc., a company that provides all-in-one pay media solutions to manage, protect, monetize and deliver multimedia content to broadband, mobile and IPTV devices worldwide, had rigorous technical requirements for integration with its unique content delivery platform. Visioneering Games produces tournament-enabled casual game and free-play casino game portals with cash and merchandise prizes. By delivering ads into interactive online arcades and casinos, the company provides an outlet for both traditional and rich-media content advertising. However, in their case, they also required a solution that would allow them to deliver highly targeted ads into a secure, privacy-conscious game system and return valuable, anonymous demographic and behavioral information to advertisers.
Don't get caught behind the 8-ball
Today's online users demand increasingly sophisticated media sources. Marketers are looking to spend more money on emerging media advertising. As a web publisher, media network or eTailer, make sure you don't get caught behind the 8-ball-- rise above traditional media formats, offer appropriate trendsetting media to your readers and most of all, make sure you're working with a solution provider than can support your online advertising endeavors across the board.
With over 20 years experience, Jeff Wood has been in the online advertising world since the industry's inception. At Accipiter, Jeff has been responsible for significant revenue growth and new customer wins that have made Accipiter a leader in online advertising technology. Jeff oversees the needs of hundreds of customers worldwide, who serve a combined total of over 50 billion ads per month with Accipiter innovations.
