+GlobalCompetitive[Ad]vantageReport
Global Competitive [Ad]vantage: Analyzing Website Advertising Strategies of TechCrunch & Mashable
August 2012
2
Introduction Did you know that 36% of AOL’s revenues come from online display ads served on their sites? This represents more than one-‐third of all AOL revenues and sheds light on the fact that ads are a viable revenue stream for website publishers that will not disappear anytime soon. It’s time to face the facts that online ads drive a majority of revenue for website publishers both large and small. Publishers need a way to easily monitor and track the performance of online ads across all ad networks that appear on their site in order to apply compliance rules on content. GeoEdge Analytics is a tool that gives advertisers and site publishers a full visibility into exactly how an ad appears in any country, on any page through displaying an actual screenshot of how a particular ad appears on a website. This business intelligence also give website publishers insight into how their advertisers are performing . . . and how their competitors websites are performing.
This report compares the website publisher advertising strategies of 2 of the most popular news sites in the world: TechCrunch and Mashable.
Insights from the report include:
•
• • • • • •
The homepages of news websites TechCrunch and Mashable were tracked for a 3-‐week period from June 20th -‐ July 10th and both URLs were sampled from 51 geo-‐locations with 25 in the United States as well as the European Union, Canada and Argentina. Mashable (1196 advertisers) had over 4X the number of advertisers than TechCrunch (266 advertisers) Mashable (1921 campaigns) ran more than 4X the number of campaigns as TechCrunch (463 campaigns). TechCrunch works with the Advertising.com ad network while Mashable favors DoubleClick. 67 advertisers including Apple, AT&T, Ford and ING Direct advertise on both Mashable and TC. On Mashable, 109 campaigns involve using multiple ad units on the same page including page takeovers while 80 campaigns on TechCrunch incorporated multiple ad units. According to data gathered by GeoEdge, Mashable is extremely effective at geo-‐targeting ads to specific locations while TechCrunch is doing little to no geo-‐targeting.
3
The Research Scope of Research:
•
We analyzed both sites for 3 weeks (June 20th – July 10th)
•
Two URLs were sampled from 51 geo locations lotions: 25 in the US (DMAs) and EU + Canada & Argentina . therefore statistics is currently biased toward US
For each site: how many ads were captured, how many unique & ads how many advertisers: Mashable TechCrunch How many ads were captured
87842
88022
How many unique ads
3481
1,013
How many campaigns :
1921
463
How many advertisers:
1196
266
Top 5 Campaigns: Mashable Joyent Cloud | Realtime Cloudbeat - 7% (6,257) - 14 uniques Social Campaigns – Social Media Marketing Tools - Constant Contact - 4% (3,748) - 4 uniques 2013 Acura ILX | Photos, Specs, Accessories | Acura.com - 4% (3,351) - 3 uniques How to Stop Webpage Speed from Killing Your Marketing | Limelight Networks - 3% (3,044) - 3 uniques Xperia Ion - 3% (2,611) - 7 uniques
TechCrunch the laser vision correction specialists | Ultralase Laser Eye Surgery - 57% (50,181) 12 uniques LG Viper LS840 | LG Electronics USA - 5% (4,024) - 15 uniques T-Mobile vs. Verizon, ATT, Sprint | Compare | T-Mobile - 2% (1,976) - 6 uniques IBM BladeCenter Foundation for Cloud - 2% (1,341) - 2 uniques System Mechanic - Lifestore from AOL - 1% (1,304) - 3 uniques
Top 5 Campaigns With the different ads Mashable TechCrunch Goodgame Empire das neue Aufbau-Strategie Online Game der Goodgame Studios - 32 uniques CRM, the cloud, and the social enterprise - Salesforce.com - 30 uniques iFOREX Registration - Online Currency Trading - 21 uniques Rise of the Guardians for iPhone 3GS, iPhone 4, iPhone 4S, iPod touch (3rd generation), iPod touch (4th generation) and iPad on the iTunes App Store - 20 uniques Verizon Wireless | XFINITY Triple
DISPLAY MEDIA 75 – Zipcar - 31 uniques DISPLAY MEDIA 50 – Zipcar - 23 uniques Wireless Internet — Mobile 4G Wireless Internet Access from CLEAR - 18 uniques LG Viper LS840 | LG Electronics USA - 15 uniques
Campaign | Samsung Semiconductor - 14
4 Play | Comcast - 18 uniques
uniques
Top 8 ads: Mashable
TechCrunch
3%
26 %
2%
18%
2%
8%
2%
3%
1%
1%
5 1%
1%
1%
1%
1%
1%
How much overlap exists in the number of advertisers that advertise on both sites for that period: Shared advertisers between projects: 67
3 Suisses Alfresco apple AT&T atdmt
blinkbox Capella citicards Clear Comcast
attbestdeals
commbank
AuchanDirect
CommSec
Audible Avis BlackBerry
Domino's doubleclick EDF Energy edu eReceptionist Fisher Investments
costacroisieres DeVry Dice
Ford Further Proof
6 Gannett
NIVEA
NYU
gov
o2online
Honda
Orange
Telstra
hp
org
TOYOTA
HUK24
Sprint State Farm
PC World
IBM ING DIRECT
phones 4u
Intel
Rogers
InventNow
Samsung
TransUnion Verizon Wireless Visa Volkswagen
KIA santander products
KLM
wdc
mathtag
Western Union
Microsoft
Serve
MOG
serving sys
nib
Skype
Campaigns using multiple spots on the same page: Mashable
TechCrunch
109
80
Mashable Stats By Location: Location
Networks
Ads
Unique Ads
Unique To Location
Argentina
• • • • • •
Google AdSense - 59.21% Mediaplex - 21.13% DoubleClick - 17.81% MediaMind - 1.32% Turn - 0.33% PointRoll - 0.20%
1510
193
65
Austria
• • • • • •
DoubleClick - 65.12% Google AdSense - 23.35% Mediaplex - 5.96% PointRoll - 5.41% MediaMind - 0.11% Turn - 0.05%
1829
309
16
Australia
• • • • •
Google AdSense - 53.41% DoubleClick - 30.46% Mediaplex - 12.60% MediaMind - 3.41% PointRoll - 0.13%
1556
241
139
7 Belgium
• • • • • • •
Google AdSense - 59.65% DoubleClick - 18.39% Mediaplex - 17.58% MediaMind - 3.92% Turn - 0.23% TradeDoubler - 0.12% PointRoll - 0.12%
1735
230
76
Bulgaria
• • • • • •
Google AdSense - 59.92% Mediaplex - 23.10% DoubleClick - 15.38% MediaMind - 1.07% Turn - 0.42% PointRoll - 0.12%
1684
178
28
Brazil
• • • • • • •
DoubleClick - 41.58% Google AdSense - 39.42% Mediaplex - 8.10% MediaMind - 6.26% PointRoll - 3.51% Unknown - 0.97% Turn - 0.16%
1852
318
27
Canada
• • • • •
DoubleClick - 60.21% Google AdSense - 29.74% Mediaplex - 5.08% PointRoll - 4.63% MediaMind - 0.33%
1792
334
52
Switzerland
• • • • •
Google AdSense - 73.50% DoubleClick - 18.02% Mediaplex - 7.44% MediaMind - 0.99% PointRoll - 0.06%
1815
202
83
Czech Republic
• • • • •
Google AdSense - 57.39% DoubleClick - 22.24% Mediaplex - 20.15% Turn - 0.17% MediaMind - 0.06%
1767
197
68
Germany
• • • • • • • •
Google AdSense - 44.83% DoubleClick - 29.19% MediaMind - 19.13% Mediaplex - 4.48% Unknown - 1.11% ClickDistrict - 1.00% Turn - 0.22% PointRoll - 0.06%
1809
189
58
Denmark
• • • • •
Google AdSense - 59.06% DoubleClick - 16.97% Mediaplex - 15.59% Adconion - 7.27% MediaMind - 0.75%
1732
212
70
8 • •
PointRoll - 0.23% Turn - 0.12%
Estonia
• • • • • •
DoubleClick - 50.76% Google AdSense - 31.14% Mediaplex - 16.20% MediaMind - 1.47% PointRoll - 0.22% Turn - 0.22%
1840
133
16
Spain
• • • • • • • •
Google AdSense - 45.91% MediaMind - 22.11% DoubleClick - 16.78% Mediaplex - 12.92% Unknown - 1.17% ClickDistrict - 0.70% Turn - 0.23% ValueClick Media - 0.18%
1710
172
46
Finland
• • • • • • •
Google AdSense - 62.14% DoubleClick - 16.98% Mediaplex - 13.59% Adconion - 6.18% MediaMind - 0.70% PointRoll - 0.29% Turn - 0.12%
1714
285
109
France
• • • • • • • •
Google AdSense - 49.11% DoubleClick - 21.66% MediaMind - 18.71% Mediaplex - 8.35% Unknown - 1.28% ValueClick Media - 0.56% Turn - 0.28% PointRoll - 0.06%
1796
215
78
United Kingdom
• • • • • • • • •
Google AdSense - 47.37% MediaMind - 23.18% DoubleClick - 17.45% Mediaplex - 9.30% Unknown - 1.48% ValueClick Media - 0.88% Turn - 0.20% PointRoll - 0.07% Advertising.com - 0.07%
1484
201
92
Greece
• • • • • •
Google AdSense - 61.31% Mediaplex - 21.96% DoubleClick - 16.00% Turn - 0.30% PointRoll - 0.30% MediaMind - 0.12%
1644
232
80
Croatia
• •
Google AdSense - 63.44% Mediaplex - 19.44%
1723
206
52
9 • • •
DoubleClick - 15.67% MediaMind - 1.33% PointRoll - 0.12%
Hungary
• • • • • •
Google AdSense - 55.44% DoubleClick - 22.00% Mediaplex - 20.93% MediaMind - 1.29% PointRoll - 0.17% Turn - 0.17%
1782
198
43
Ireland
• • • • • • •
Google AdSense - 62.64% DoubleClick - 21.82% Mediaplex - 12.26% MediaMind - 1.50% Turn - 0.81% AdSafe - 0.81% PointRoll - 0.17%
1737
238
109
Iceland
• • • • • •
Google AdSense - 64.24% Mediaplex - 18.08% DoubleClick - 15.83% MediaMind - 1.44% Turn - 0.35% PointRoll - 0.06%
1731
160
41
Italy
• • • • • • • • •
Google AdSense - 65.90% DoubleClick - 17.90% Mediaplex - 12.90% MediaMind - 2.09% ValueClick Media - 0.55% TradeDoubler - 0.33% PointRoll - 0.11% Turn - 0.11% Specific Media - 0.11%
1821
180
44
Lithuania
• • • • • •
Google AdSense - 61.00% Mediaplex - 22.68% DoubleClick - 14.97% MediaMind - 0.91% Turn - 0.40% PointRoll - 0.06%
1764
196
20
Latvia
• • • • • •
DoubleClick - 49.51% Google AdSense - 31.36% Mediaplex - 17.61% MediaMind - 0.98% PointRoll - 0.38% Turn - 0.16%
1840
130
9
Netherlands
• • • • •
Google AdSense - 56.77% DoubleClick - 18.27% Mediaplex - 17.96% ClickDistrict - 4.31% Turn - 2.21%
1626
235
95
10 • •
MediaMind - 0.31% PointRoll - 0.18%
Norway
• • • • • • •
Google AdSense - 59.44% DoubleClick - 18.76% Mediaplex - 12.51% Adconion - 4.39% ValueClick Media - 3.77% MediaMind - 1.07% PointRoll - 0.06%
1775
171
65
Poland
• • • • • •
Google AdSense - 60.83% Mediaplex - 19.58% DoubleClick - 17.56% MediaMind - 1.23% Turn - 0.51% PointRoll - 0.28%
1782
208
68
Portugal
• • • • • • • •
Google AdSense - 61.71% Mediaplex - 21.45% DoubleClick - 14.71% GroovinAds - 1.15% TradeDoubler - 0.58% PointRoll - 0.17% Turn - 0.12% MediaMind - 0.12%
1734
237
81
Romania
• • • • • •
Google AdSense - 62.06% Mediaplex - 21.82% DoubleClick - 14.83% MediaMind - 0.95% Turn - 0.28% PointRoll - 0.06%
1787
197
22
Russian Federation •
Google AdSense - 59.74% Mediaplex - 22.12% DoubleClick - 17.73% Turn - 0.23% PointRoll - 0.12% MediaMind - 0.06%
1709
213
89
• • • • • Sweden
• • • • • • •
Google AdSense - 56.67% DoubleClick - 19.56% Mediaplex - 14.05% Adconion - 4.51% MediaMind - 4.04% ValueClick Media - 1.05% Turn - 0.12%
1708
212
80
Slovenia
• • • • •
Google AdSense - 62.83% Mediaplex - 20.11% DoubleClick - 15.40% MediaMind - 1.44% PointRoll - 0.11%
1805
168
15
11 •
Turn - 0.11%
Slovakia
• • • • • •
Google AdSense - 61.40% Mediaplex - 21.67% DoubleClick - 15.12% MediaMind - 1.41% Turn - 0.28% PointRoll - 0.11%
1772
193
61
Turkey
• • • • • • •
Google AdSense - 63.11% Mediaplex - 19.85% DoubleClick - 14.99% MediaMind - 1.58% Turn - 0.23% PointRoll - 0.18% ValueClick Media - 0.06%
1708
228
88
Ukraine
• • • • • •
Google AdSense - 61.30% Mediaplex - 19.62% DoubleClick - 16.94% MediaMind - 1.85% Turn - 0.24% PointRoll - 0.06%
1677
195
58
St Louis, MO
• • • • • • •
DoubleClick - 69.12% Google AdSense - 17.40% PointRoll - 7.58% Mediaplex - 5.51% MediaMind - 0.16% Turn - 0.16% ValueClick Media - 0.05%
1833
300
21
Baltimore, MD
• • • • • • •
DoubleClick - 62.48% Google AdSense - 23.71% PointRoll - 7.69% Mediaplex - 5.90% MediaMind - 0.11% ValueClick Media - 0.05% Turn - 0.05%
1847
292
30
Atlanta, GA
• • • • • • •
DoubleClick - 66.90% Google AdSense - 20.71% PointRoll - 6.54% Mediaplex - 5.14% Turn - 0.49% MediaMind - 0.16% ValueClick Media - 0.05%
1849
309
30
Phoenix, AZ
• • • • • •
DoubleClick - 66.56% Google AdSense - 20.87% PointRoll - 6.76% Mediaplex - 5.32% Turn - 0.32% MediaMind - 0.11%
1878
301
21
12 •
ValueClick Media - 0.05%
Seattle, WA
• • • • • • •
DoubleClick - 64.73% Google AdSense - 21.94% PointRoll - 7.20% Mediaplex - 5.53% MediaMind - 0.49% Turn - 0.05% Unknown - 0.05%
1846
312
21
Tampa, FL
• • • • •
DoubleClick - 64.55% Google AdSense - 21.28% PointRoll - 9.21% Mediaplex - 4.72% MediaMind - 0.23%
1292
262
21
Minneapolis, MN
• • • • • • •
DoubleClick - 64.63% Google AdSense - 21.11% Mediaplex - 7.19% PointRoll - 6.29% MediaMind - 0.39% ValueClick Media - 0.22% Turn - 0.17%
1781
305
23
New York City, NY
• • • • • • •
DoubleClick - 65.60% Google AdSense - 20.46% PointRoll - 7.29% Mediaplex - 5.99% ValueClick Media - 0.27% MediaMind - 0.22% Turn - 0.16%
1852
298
16
Los Angeles, CA
• • • • • •
DoubleClick - 63.79% Google AdSense - 23.28% PointRoll - 7.15% Mediaplex - 5.50% MediaMind - 0.17% ValueClick Media - 0.11%
1817
286
16
Chicago, IL
• • • • • •
DoubleClick - 67.48% Google AdSense - 19.69% PointRoll - 6.55% Mediaplex - 5.78% MediaMind - 0.27% ValueClick Media - 0.22%
1833
310
20
• • • • • • •
DoubleClick - 67.04% Google AdSense - 19.29% PointRoll - 8.68% Mediaplex - 4.72% ValueClick Media - 0.11% MediaMind - 0.11% Turn - 0.05%
0 1866
0 283
0 24
Philadelphia, PA San Francisco, CA
13 Boston, MA
• • • • • • •
DoubleClick - 66.65% Google AdSense - 20.66% PointRoll - 6.48% Mediaplex - 5.51% Turn - 0.48% MediaMind - 0.16% ValueClick Media - 0.05%
1868
316
22
Dallas-Ft. Worth, TX •
DoubleClick - 69.78% Google AdSense - 18.27% PointRoll - 6.27% Mediaplex - 5.24% MediaMind - 0.27% Turn - 0.11% ValueClick Media - 0.05%
1850
301
45
• • • • • • Houston, TX
• • • • • • •
DoubleClick - 64.39% Google AdSense - 22.31% PointRoll - 7.49% Mediaplex - 5.27% ValueClick Media - 0.22% Turn - 0.16% MediaMind - 0.16%
1842
305
15
Detroit, MI
• • • • • • •
DoubleClick - 67.90% Google AdSense - 19.59% PointRoll - 6.80% Mediaplex - 4.95% Turn - 0.49% MediaMind - 0.22% ValueClick Media - 0.05%
1838
292
20
Tech Crunch Stats By Location: Location Networks
Ads
Unique Ads
Unique To Location
Argentina
•
Advertising.com - 100.00%
1962
77
2
Austria
• •
Advertising.com - 99.88% Unknown - 0.12%
1693
13
0
Australia
• • • • • • • •
Adconion - 60.38% MediaMind - 32.95% ADTECH - 3.48% Advertising.com - 1.38% DoubleClick - 1.10% isocket - 0.44% Unknown - 0.17% Atlas Solutions - 0.11%
1812
258
253
Belgium
•
Advertising.com - 100.00%
1957
10
0
14 Bulgaria
•
Advertising.com - 100.00%
1940
9
0
Brazil
• •
Advertising.com - 99.90% Unknown - 0.10%
1948
79
2
Canada
• • • • •
Advertising.com - 91.84% Casale Media - 6.19% MediaMind - 1.74% Mediaplex - 0.17% PointRoll - 0.06%
1728
156
47
Switzerland
•
Advertising.com - 100.00%
1951
8
0
Czech Republic
• •
Advertising.com - 99.90% Unknown - 0.10%
1942
10
0
Germany
• • • • • •
Advertising.com - 97.74% AdJug - 0.98% Rubicon Project - 0.90% MediaMind - 0.15% Unknown - 0.15% TradeDoubler - 0.08%
1329
40
33
Denmark
• •
Advertising.com - 99.80% Unknown - 0.20%
1959
13
2
Estonia
•
Advertising.com - 100.00%
1957
10
0
Spain
•
Advertising.com - 100.00%
1698
9
0
Finland
•
Advertising.com - 100.00%
1908
8
0
France
• • • •
Advertising.com - 99.18% TradeDoubler - 0.66% Xertive Media - 0.08% MediaMind - 0.08%
1218
56
47
United Kingdom
• •
Advertising.com - 94.93% MediaMind - 5.07%
1637
116
110
Greece
• •
Advertising.com - 99.88% Unknown - 0.12%
1686
14
0
Croatia
• •
Advertising.com - 99.88% Unknown - 0.12%
1706
13
0
Hungary
• •
Advertising.com - 99.90% Unknown - 0.10%
1961
13
0
Ireland
• •
Advertising.com - 99.90% Unknown - 0.10%
1950
10
6
15 Iceland
•
Advertising.com - 100.00%
1959
9
0
Italy
• •
Advertising.com - 99.88% Unknown - 0.12%
1706
12
0
Lithuania
•
Advertising.com - 100.00%
1948
10
0
Latvia
•
Advertising.com - 100.00%
1961
11
0
Netherlands
• •
Advertising.com - 99.88% Unknown - 0.12%
1705
12
0
Norway
• •
Advertising.com - 99.79% Unknown - 0.21%
1951
13
0
Poland
• •
Advertising.com - 99.88% Unknown - 0.12%
1706
12
1
Portugal
• •
Advertising.com - 99.88% Unknown - 0.12%
1703
11
1
Romania
•
Advertising.com - 100.00%
1957
12
0
Russian Federation•
Advertising.com - 100.00%
1690
12
0
Sweden
•
Advertising.com - 100.00%
1686
8
0
Slovenia
• •
Advertising.com - 99.90% Unknown - 0.10%
1958
14
0
Slovakia
•
Advertising.com - 100.00%
1956
12
0
Turkey
• •
Advertising.com - 99.79% Unknown - 0.21%
1947
18
0
Ukraine
•
Advertising.com - 100.00%
1700
10
0
St Louis, MO
• • • •
Advertising.com - 69.32% MediaMind - 29.65% PointRoll - 0.97% Mediaplex - 0.05%
1848
201
8
Atlanta, GA
• • • •
Advertising.com - 68.64% MediaMind - 30.49% PointRoll - 0.76% Mediaplex - 0.11%
1843
199
12
Phoenix, AZ
• • • •
Advertising.com - 69.59% MediaMind - 29.36% PointRoll - 0.88% Mediaplex - 0.16%
1822
191
7
Seattle, WA
•
Advertising.com - 65.85%
1625
121
0
16 • •
MediaMind - 33.42% PointRoll - 0.74%
• • • •
Advertising.com - 66.18% MediaMind - 32.44% PointRoll - 1.16% Mediaplex - 0.22%
1384
170
5
Minneapolis, MN •
Advertising.com - 69.25% MediaMind - 29.83% PointRoll - 0.92%
1740
200
5
Advertising.com - 67.99% MediaMind - 31.07% PointRoll - 0.88% Mediaplex - 0.06%
1809
188
7
• • • Los Angeles, CA
• • • •
Advertising.com - 66.87% MediaMind - 32.30% PointRoll - 0.72% Unknown - 0.12%
1678
122
2
Chicago, IL
• • • • •
Advertising.com - 68.85% MediaMind - 30.08% PointRoll - 0.86% Mediaplex - 0.11% Unknown - 0.11%
1865
190
5
0 1672
0 120
0 0
Tampa, FL
• • New York City, NY •
Philadelphia, PA San Francisco, CA •
• • •
Advertising.com - 67.34% MediaMind - 31.76% PointRoll - 0.78% Unknown - 0.12%
• • • • • •
Advertising.com - 67.52% MediaMind - 32.04% PointRoll - 0.17% DoubleClick - 0.11% Unknown - 0.11% Mediaplex - 0.06%
1801
191
25
Advertising.com - 68.78% MediaMind - 30.02% PointRoll - 0.98% Unknown - 0.11% Matomy - 0.05% Mediaplex - 0.05%
1832
205
8
• • • • • Houston, TX
• • • •
Advertising.com - 68.54% MediaMind - 30.47% PointRoll - 0.94% Mediaplex - 0.06%
1818
212
6
Detroit, MI
•
Advertising.com - 67.24%
1810
191
9
Boston, MA
Dallas-Ft. Worth, TX •
17 • • •
MediaMind - 31.77% PointRoll - 0.94% Mediaplex - 0.06%
Analysis & Conclusion According to this data, at first glance it appears that Mashable had 4 times the numbers of unique advertisers over TechCrunch so we looked into this. One explanation is that TechCrunch may be more appealing to high-‐end advertisers that are buying broad CPM campaigns directly, but it is safe to assume that both sites attract similar advertises. We looked for other reasons that might explain this and we found that Mashable appears to be much more geo-‐targeted both in the US and globally. This was not the case in TechCrunch. Assuming targeted banners perform better, Mashable is doing a better job in utilizing its inventory. Looking on geo-‐targeting outside the U.S., the picture is similar -‐ one example is the Laser eye surgery campaign. Upon initial inspection, we saw that “The laser eye surgery campaigns” took more than 50% of the TechCrunch global impressions. After further investigation it appears that this campaign run across Europe – more than 30 countries (See list above). Besides key markets such as UK, Germany, France, Canada & Australia it seems that TechCrunch didn’t show many relevant ads to others markets. Using some public traffic data we figured that there are around 3.5 m unique visitors on tech crunch that come from all other markets. This is 30% of their overall all traffic, which translates to around 7 Million impressions per month. The interesting fact is that this Eye treatment Campaign is offered only in the UK & Ireland – so showing it in all other locations looks like inefficient use of TechCrunch inventory. In fact this campaign was by far the most common campaign in all Europe countries. So why is there a big gap in the number of geo-‐targeted (local) campaigns? We dived into the ad delivery path and found that TechCrunch is completely relaying on Advertising.com and Mashable is using DoubleClick. So how does this explain the data? For start DoubleClick provides access to a larger advertisers base, allowing allow them to offer some of the most relevant campaigns in each geo-‐location. In addition DoubleClick resold many of the impressions to 3rd party networks that provided access to even larger base of advertisers. This reselling was much less common at Mashable (Advertsing.com) and may have artificially inflated the advertiser’s brand reach. Ad network, media mix and strategy could have a big impact on inventory utilization. Poor utilization means that non targeted ads are displayed, and advertising dollars are wasted. Publishers need have the visibility to measure this
18 utilization and identify these untapped impressions. Such visibility will allow them to better control their inventory and to rump up revenues by optimizing their networks and ad partners.
More About GeoEdge Want to see how your ads are performing over in Shanghai? What about in Tel Aviv? GeoEdge is announcing a service that allows advertisers and publishers to see with their own eyes exactly how their display ads are appearing and served all over the world and any major city in the US across the internet. In May 1st, they announced the launch of GeoEdge Analytics for Global Publisher, Advertiser and Ad Network business intelligence. Founded in 2009 and headquartered in Providence, Rhode Island, GeoEdge is the largest geo-‐visibility solution provider in the world spanning over five continents. GeoEdge provides publishers, advertisers, ad networks and SEO/SEM experts to view web content on a geographical basis from virtually any location in the world. With the GeoEdge advanced geo-‐location toolset, users can effectively view ads, check compliance, obtain organic search results, and track their competition. GeoEdge global proxy servers support 100 countries and all major U.S. cities (DMAs) by deploying an easy to use browser toolbar, web analytics, VPN or web proxy tool. For more information, visit http://www.geoedge.com .