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> David and Goliath
David and Goliath
By Claudine Descheemaecker
Last week I read an interesting article: "Are
you still paying for unsold banner ads?" I couldn't
believe what I was reading. what website would
be willing to pay for unsold space. After some
research I was even more surprised finding out
that this is common practice in th e internet
advertising business. Goliath "Double Click" invoices
websites both for sold and unsold ad space without
a doubt. One of the reasons is, that their servers
are hit in both cases(1)
Well David or the start up ZEDO - who wrote the
article that I saw - found a brilliant solut ion.
ZEDO developed a technology a la napster that
makes the clients' browser intelligent. Instead
of using central hardware and data central a la
Double Click, ZEDO uses content deli very networks
like Akamai and Speedera for sending/storing the
ad that has been selected on the browser of the
user. In case of unsold ad space, the browser
knows that he does not need to ask for a new banner
ad but needs to show a blank ad or a house ad.
Does this make a difference? That's the least
you can tell, it cuts advertising cost by half!
Will this David win the game from GOLIATH? Only
God knows. Is it a brilliant solution? You bet
it is. besides it looks like the VISIONARIES of
the internet ADVERTISING industry agree with me
on this. it looks like Larry Braitman and esther
Dyson joined the Board of the company,... So it
might be that we are looking at a battle that
Double Click might loose. After all, everything
is possible in the US.
(1) The former generation of ad serving technologies
like Double Clicks' works as followed: The browser
sends a request to a double click server that
looks up what ad needs to be showe d to the user.
Once the ad has been selected, the server sends
a request to another server who sends the gi f
to the browser of the user.
In the 3rd generation ad serving technologies,
the selection happens on the browser, who sends
a request for a gif to the CDN (content delivery
network eg Akamai, Speedera)