CPM site targeting

transparency and control for publishers

[Hobbs]

ASA in another thread:

We're always working on projects to increase transparency and control for both publishers and advertisers

Great,
Let's get a CPM on/off switch then.

Let's know if we request via email for CPM site targeting to be turned off, it will not affect the potential PPC site targeting or other non CPM targeting features.

Allow us to set certain channels to be CPM only, or CPM + PPC via algo, or PPC only same like you do with text/image ads.

Finally which new publisher features are directed towards better transparency and control, just curious.

[chikung]

I would say we should be alllowed to select atleast category because the mechanism yet does not understand the different between water filters and photoshop filters.

We should get the option to select the category in the current control panel so that we will atleast see the ads related with the site subject.

[europeforvisitors]

I would say we should be alllowed to select atleast category because the mechanism yet does not understand the different between water filters and photoshop filters.

CPM ads are site-targeted, not contextual, and in some cases an advertiser might reach a certain demographic where the fit might not be obvious to the publisher. For example, if you've got a site that sells Ferrari car accessories, a vendor of expensive wristwatches might want to reach your well-heeled audience even if the vendor's wristwatches have nothing to do with cars.

The bottom line is that, with site-targeted ads, it's the advertiser's job (not the publisher's or even Google's job) to make sure that the site-targeted ads aren't an obvious waste of money.

[chikung]

"The bottom line is that, with site-targeted ads, it's the advertiser's job (not the publisher's or even Google's job) to make sure that the site-targeted ads aren't an obvious waste of money. "

I fully agree. But even if at all its waste of money, its a publishres loss also as his site is displaying something that is not even remotely connected to its subject. Somehow I feel that it may hurt the site visitors too. When we see one irrelevent ad within four it may be ignored but when a complete video block is displayed above the fold, I feel we should have some control over this.

[europeforvisitors]

One way to discourage general or wildly off-topic ads is to display text ads only, or to use an ad unit that doesn't work with video ads.

[Hobbs]

back to the original topic,
having earned a grand total of 3 cents from a cpm advertiser got way with 8 clicks before I introduced them to my competitive sanity filter, I am very concerned about the CPM.

CPM has been an MFA conduit, and still today used for low paying ads monetizing on an algo that does not do my site justice, I would like to close that door.

But before I do, I need to make sure that I am not also turning away potential future network perks like site targeted PPC.

That's why a little control and a lot of information from google would be good to have.

[Khensu]

Yes you would get a lot of publishers opting back in to CPM if they can control it. Manufacturers in my niche were using it for cheap branding and really destroyed my numbers doing it. I had to contact G and have them turn it off.

[edited by: Khensu at 8:51 pm (utc) on June 15, 2007]

[Hobbs]

I will have them turn off CPM eventually, does anyone know if CPM targeting being off can affect PPC site targeting too?

[Marcia]

Some smaller sites can do very well with niche products, but if they're low traffic volume CPM can't work for such a publisher, whereas with an advertiser targeting the site - not CPM - it could work for both.

I lost a couple of biggies that were perfect after I had CPM turned off, it would be great if they'd be back but those sites just can't do CPM.