ContextWeb Bows Ad Net Ratings Site
With hundreds of ad networks lining up to sell excess display inventory, how can publishers know which nets are reputable — and which are less so?
ContextWeb, which manages the Adsdaq exchange, says it has a solution. The company has rolled out PubVantage.com, a hub where publishers can publicly rate and review ad networks, just as foodies dissect local restaurants on venues like Yelp.
Uncensored, unbiased feedback is hard to come by, causing a lot of trial, error and frustration among publishers, according to Anand Subramanian, president of the Adsdaq. “Publishers have a real hard challenge finding options that work for them,” and many complain that it is difficult to get even simple information on networks and find any insights into working with these companies, he said.
“There is really no vetting process, no rating process out there,” said Subramanian. “We hear all the time that this network is too complicated to get in touch with, [or] this one doesn’t pay people on time. Now that information can be centralized.”
Yet,PubVantage is not just about ratting out bad networks, but highlighting good ones in the hope of facilitating partnerships. Through the Web-based tool, publishers can find new networks they’d like to work with and even initiate inventory deals.
In fact, according to Subramanian, since quietly rolling out PubVantage in late May, Adsdaq has signed on hundreds of new partners. Plus, existing partners claim that revenue has surged 45 percent compared to the previous 30 days as a result of deals forged via PubVantage.
“As an exchange, our job is to connect as much of the supply as possible to the demand,” said Subramanian. “We think this adds liquidity to the marketplace.”
