ࡱ> I '( !"#$%&?>*+,-./0123456789:;<=@BACDFEGHJRoot Entry Fi!@ Olk10SideProps_0001(__nameid_version1.0(hi!hi!__substg1.0_00020102*0  #0123456789:;<=>?@ABCPS[]fghijklmnopqrstuvyghujL?q5DD/-8+*Vmspst.dllNITA7nC:\Documents and Settings\Owner\Local Settings\Application Data\Microsoft\Outlook\Outlook.pst@0;@@0 Envelope-to: tonyevans@contactmc.co.uk Delivery-date: Tue, 28 Aug 2007 22:01:36 +0100 Received: from mkt7.verticalresponse.com ([209.66.113.62]) by krypton.webfusion.co.uk with esmtp (Exim 4.54) id 1IQ8Br-0006Pa-Nh for tonyevans@contactmc.co.uk; Tue, 28 Aug 2007 22:01:36 +0100 Received: from b.cts.vresp.com (192.168.0.120) by mkt7.verticalresponse.com with QMQP; 28 Aug 2007 14:32:52 -0700 X-MailerISP: AboveNet From: "Tacoda" Reply-To: "Tacoda" To: tonyevans@contactmc.co.uk Subject: Ad networks, coke and doughnuts: Tacoda newsletter Date: Tue, 28 Aug 2007 21:01:34 +0000 Message-ID: <00b387690a-tonyevans=contactmc.co.uk@mail.vresp.com> List-Unsubscribe: MIME-Version: 1.0 X-Company_ID: 210076 X-CTS-Enabled: 00b387690a-d0c65bb660 X-Campaign: 00b387690a Content-Type: multipart/alternative; boundary="__________MIMEboundary__________"; charset="UTF-8" X-ChoiceMail-OriginalAccount: tonyevans@contactmc.co.uk X-ChoiceMail-AcceptedReason: Domain 'mail.vresp.com' is on your accepted domain list +nTTacodaSMTPTacoda@mail.vresp.comTacodaSMTP:TACODA@MAIL.VRESP.COMSMTP__substg1.0_0C1A001E*E__substg1.0_0C1D0102*'+F__substg1.0_0C1E001E*G__substg1.0_0C1F001E**,HTacoda@mail.vresp.comtonyevans@contactmc.co.ukAd networks, coke and doughnuts: Tacoda newsletter0000000ctonyevans@contactmc.co.ukTony CMC0000000ctonyevans@contactmc.co.ukTony CMCTACODAWHERETHEPEOPLEAREPEOPLEHOWSAFEISYOURCAMPAIGN?WITHALMOSTEVE__substg1.0_0E02001E*I__substg1.0_0E03001E*%5J__substg1.0_0E04001E*K__substg1.0_0E1D001E*.0L3__substg1.0_0E28001E*M,__substg1.0_0E29001E*/3N,__substg1.0_1000001E*z__substg1.0_1008001E*24OeTACODA. Where the people are people How safe is your campaign? With almost every ad network claiming to be squeaky clean and some saying they've introduced 'special measures', you've got nothing to worry about - right? Well, your client relations are probably safer than they were, but I can understand why some agencies have nagging doubts about the effectiveness of some of the steps ad networks have taken recently. To try and clear things up my comment piece sets out where the industry is at - and what you should be looking out for. Paul Goad, Managing Director. news * Susannah says Hi! * Media Week says more websites are adopting BT. * Who will win the CPM war? * This month's focus: Audience Segments. Win a yummy doughnut news Biz Dev adds staff Susannah Pearce, Business Development ManagerWine enthusiast Susannah Pearce started as Business Development Manager at TACODA's this week. Susannah just moved from Barnes to Clapham with her cat, Phoebe. Her shower doesn't work yet, so she's sitting at the other end of the office for a bit. Trad media sites embrace BT in the UK Conde Nast, Emap, Sky and Channel 4 have all jumped on board the latest craze in online advertising: using behavioural targeting to boost their revenues. Revenue Science and Tacoda have been the main beneficiaries of the deals that have come thick and fast in 2007. Read on to find out what Media Week have to say about the benefits of BT over established online advertising techniques. Sites need a new business model Destination websites and portals found themselves facing flat or moderate year-over-year revenue growth increases this past quarter. What happened? Is the online display ad market really slowing down? Or is it the start of a dramatic transition phase. Dave tells us what he thinks. What are you interested in? This is where it all starts. Without audience tags on every page in TACODA's site network there are no audience segments and no behavioural targeting. Some ad Networks claim to do a form of BT using optimisation techniques, but we're talking real BT here, and audience tags are what sets proper BT products apart from the pretenders. Want to know more - and take a look at some of the most popular segments - then read on. Win free doughnuts! We love Krispy Kreme doughnuts - and we bet you do too! To win a free doughnut for you and everyone in your team enter our tasty prize draw. Just email lsavitsky@tacoda.co.uk before September 20 with your name, company and the answer to this question. "How many times a week does ContentWatch scan the TACODA site network?" To find out, read Paul's Comment piece on the right. The winner will be contacted in the first week of October. Good luck! Comment Ad networks - is your reputation at risk? Paul Goad, Managing DirectorIASH, IPC Guidelines, teams of monitors - surely we must be safe by now? It is understandable that some ad networks are afraid agencies will drop them in favour of others that claim more rigorous inventory vetting - but what difference does all this activity make and what else could ad networks be doing? IASH. With 13 members and six applicants (the TACODA logo will be on the site any day now) IASH claims to offer the gold standard for campaign safety. Essentially, its code (ratified by JICWEBS) requires all members to visually check all sites in their network thoroughly and reject sites with iffy content - and not to buy inventory from outside IASH that is not guaranteed clean and doesn't originate from the seller. This will be checked every six months by ABCe and the results of the first audit on the original 13 IASH members are out in October. The next six applicants (including TACODA) will be audited next January. IPC Guidelines. These are only recommendations at this stage and merely suggest that agencies ask for signed guarantees from ad networks that their ad will not be associated with any objectionable content. Plus - only use IASH members. Teams of monitors. They will possibly spot any ads next to unsuitable content before you do - but a large network will have a lot of checking to do, so it could take a while. In other words, unless the ad network is a member of IASH you'd best steer clear if you value your client. But maybe you want even greater peace of mind. Well, using a transparent network helps - if they're happy to show you a list of every site in their network they haven't got anything to hide. But what about some of the more obscure sites? Step forward ContentWatch - a tool used by businesses, libraries, government and education to identify and screen out unsuitable web content. TACODA has a long established contract with ContentWatch which, three times a week, scans the content of every page on every site on our network. ContentWatch highlights the specific URL where any potentially offensive content is found and a team at TACODA excludes the site if it judged unacceptable. TACODA has lead the industry in its pro-active and aggressive stance of maintaining a clean premium network for advertisers. We aren't aware of any other network or publisher that has gone as far to protect advertisers, so now we have raised the bar once more, let's see who's next to jump over it. Case study Coke - what could be more rewarding? If you register on mycokerewards.com you can enter the codes printed in your Coke caps Lena Savitski, Agency Account Manager(or Fanta, Sprite and many others) and before long you will have enough points to get rewards - CDs, electronic goods, clothes, sports items and more. Nice, but how do you get people registering? You can't just rely on word of mouth, you need a marketing plan - a big marketing plan that drives mass awareness and interest. Then, if you are smart, you use innovative targeting techniques to deliver relevant creative treatments that turn interested consumers into active and frequent participants of My Coke Rewards. A refreshing bottle of Diet CokeKarna Crawford, Senior interactive Brand manager for The Coca-Cola Company, used TACODA's Spectrum+, Audience Point and Encore behavioural targeting products to successfully acquire millions of consumers into the My Coke Rewards program. Well, that's the beginning and the end of the story; if you want to find out what happened in the middle, here's how Karna tells it. _____ If you no longer wish to receive these emails, please reply to this message with "Unsubscribe" in the subject line or simply click on the following link: Unsubscribe _____ Click here to forward this email to a friend Tacoda 7th Floor, Capital Tower 91 Waterloo Road London, England SE1 8RT Read the VerticalResponse marketing policy. 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