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Starting A Publisher Network

Achieving Critical Mass

     

AdDoctor

4:11 pm on Jul 20, 2005 (gmt 0)

10+ Year Member



Has anyone here ever started a publisher network? I am interested in learning some strategies how to start one.

1. You need publishers to bring in the advertisers
2. Publishers will only come in you have the advertisers

Besides buying publishers, what can a company do to incentivize publishers to join thier network?

aravindgp

12:07 pm on Jul 21, 2005 (gmt 0)

10+ Year Member



An Interesting Question!

You need Critical Mass of Traffic!:)
This depends on you especially what your business plan and marketing plan, Would like to know your experience though!.

I think you must first focus on getting traffic and from there on build up advertisers once they are satisfied only then I guess you can start at publishers.

AdDoctor

1:12 pm on Jul 21, 2005 (gmt 0)

10+ Year Member



Good response.

But I am concerned that it will be difficult to land advertiser if there is no publisher to support them.

AdDoctor

1:13 pm on Jul 21, 2005 (gmt 0)

10+ Year Member



Did you mean build traffic to the site, just in general?

ska_demon

1:53 pm on Jul 21, 2005 (gmt 0)

10+ Year Member



1.Offer a free signup to any merchants. Also make your program commission only. That way you only pay for results and likewise *get* paid for results
*CJ and the like charge a bomb!

2.Take a look at other networks and email the merchants you think would suit your network.
*Nothing wrong with a little poaching!

3. After making contact with merchants you will need to see if you can beat the deal they currently have or see if they would like to run a test campaign with you.
*Merchants are not generally tied to one network.

4. Join the other forum ;oP and punt your new network there. You will be surprised at how many affiliates will sign up.

I am not a merchant or network owner. This is just my opinion. It would be a few of the things I would be thinking about before starting out. Sorry to be vague.

Good Luck

Ska

AdDoctor

6:49 pm on Jul 21, 2005 (gmt 0)

10+ Year Member



What other forum are you refering to? I thought all forums you were not able to let people know about new programs/services.

Good input though. I was not talking about an affiliate marketing network. I was refering to a network like fastclick, valueclick, where there are advertisers and publishers...whats the trick to get publishers?

walkman

5:20 am on Jul 22, 2005 (gmt 0)



catch 22 indeed. Even if you offer free services for a while, many will hesitate to join unless you're backed by a serious company. If you go bellup two months later, they're in trouble.

ska_demon

7:55 am on Jul 22, 2005 (gmt 0)

10+ Year Member



AdDoctor.

By affiliate network I meant places like CJ and Affiliate Window for example. Places where merchants and affiliates come together. I think you will only need a few merchants and you will get affiliates no problem.

Check your stickymail.

Ska

safetysnow

9:07 pm on Aug 2, 2005 (gmt 0)

10+ Year Member



What to say to someone starting an ad network...

You need to have a little luck and a good financial backer.

How to address the advertiser or publisher first question - answer is publisher first. Advertisers will not look at you unless you have traffic, and lots of it. To be a player, you should set a starting target of 150 million ad impressions per month. This will get you some interest from advertisers. To be a serious player, you should set a target of 1 billion impressions per month. In the online ad sales business, the more you have, the more it is worth.

But this is not the hardest part of owning an ad network. The real tough spot is operations overhead. Below are some of the costs:

: Ad serving technology - to be taking seriously, you will have to use a top tier serving platform $$$

: Server/Hosting costs - several dedicated computers to handle all the traffic $$$

: Personnel - sales, trafficing, accounting, developer, account manager, customer service to name a few positions

: Legal costs

If you want to be like Fastclick or Casale, then you are going to need a big fat wallet.

On the other hand, I think there are many possibilities for someone to start a niche ad network in let's say technology, gardening, etc. Then you wouldn't need the huge traffic numbers because you would have a desirable target.

All right that's enough. Just my two cents,

aravindgp

8:23 pm on Aug 11, 2005 (gmt 0)

10+ Year Member



On the other hand, I think there are many possibilities for someone to start a niche ad network in let's say technology, gardening, etc. Then you wouldn't need the huge traffic numbers because you would have a desirable target.

Niche! Great Point.

Perhaps that's the way to go.

Safetynow did ya do anything like this before, are you speaking from practical experience.Would like to learn if you can elaborate.

 

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