Forum Moderators: skibum
We always provide advertisers with site lists, so it is extremely important to us that the sites in our network are high quality and reach a targeted audience. This means we have to be very selective with the sites we accept. We typically focus on categories that we feel are in demand with advertisers.
Most of our campaigns are CPM campaigns. Typically, CPM rates increase the more targeted the campaign. Our default rate also varies quite a bit depending on the site's content, the type of traffic we get from the site, and our current mix of advertisers. Site's in categories for which we have targeted advertisers, may have 20% or lower default rates. Other sites may have a default rate as high as 95%. The type of traffic we receive from a site plays a major role in determining the default rate. Sites that give us numerous impressions per unique user, typically have high default rates.
Dilip DaSilva
Tribal Fusion, Inc.
Couple of questions:
What site themes/topics are pulling better CPMs and fewer defaults? Can you give broad ideas here?
You seem to focus more on unique visitors than total impressions. When you say a site that displays numerous impressions per visitor will get more defaults, is that a determination made on evaluation (by you) of the site, or is it adjusted on the fly by your ad-serving system? (Does your system only serve a set number of paying impressions per unique?)
This varies quite a bit from month to month and really depends on the current mix of advertisers. It also depends on the categories that have a significant number of quality sites and significant reach to be appealing to advertisers. In our case, we have a strong Technology category and sites typically have fewer defaults. However, we are always building new categories. Even though we may not be selling a particular category, it is important that the category is easily available to advertisers. Once we have high quality sites and significant reach in a category, we start including it in proposals to advertisers. Even if we do not initially sell at the targeted category level, the site's inventory is still sold as part of top-level categories or RON.
>> You seem to focus more on unique visitors than total impressions. When you say a site that displays numerous impressions per visitor will get more defaults, is that a determination made on evaluation (by you) of the site, or is it adjusted on the fly by your ad-serving system? (Does your system only serve a set number of paying impressions per unique?)
This is done on the fly by the ad-server. Typically campaigns have a frequency cap on the number of impressions served to a particular user.
