Carol Bartz’s comments regarding APT during Yahoo’s earnings call this week got Wall Street Journal reporter Jessica Vascellaro’s attention. She opined in her blog that it remains “a big pain for advertisers to buy display advertising across multiple sites”. That’s just not true, technically. There are numerous platforms out there – including ours, adConductor, I am eager to point out – that do the job of managing display inventory across multiple web sites. If you happen to use adConductor, the capability enables deeply sophisticated targeting, easy sales and campaign management and to the advertiser we can provide site-by-site reporting of campaign statisics.
This complexity was the first “network” problem that had to get solved at the commercial dawn of the Internet. And, while it may remain (very) difficult to navigate the planning choices and standards available online, if the final requirement is running ads across multiple web sites, the capability has been there for at least 14 years, with one order and one bill.
