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A New Breed of Contextual Advertisers

Published: April 9, 2009

Author: David Rodnitzky

Editor’s Note: Over the next couple of weeks, I’ll feature some guest contributions from speakers, advisors, and exhibitors participating in AdSpace (April 22 in SF!). The first one is from DOCLIX, a recently-funded contextual advertising network. The company is offering publishers and advertisers a “premium contextual network” called AdSide. As they note in the company description, “AdSide places non-intrusive user-activated, expandable text ads on premium sites. It expands publisher’s ad real estate, without diluting the user experience.We serve high cost per click text ads to premium sites, and deliver search-engine grade targeting and relevance to ads placed on content sites.”
If past performance is indicative of future success, DOCLIX should be a winner – the founder, Oded Itzhak, also founded Quigo, which ended up getting acquired by AOL for over $300 million and was also the company primarily responsible for Google’s eventual entree into “placement targeting.”Here’s a description of DOCLIX’s session at AdSpace!Ad-tech San Francisco this year will offer an exciting insider’s view into the world of performance marketing, and in particular into a new breed of advertising: Brand Performance.
Performance-based advertising and brand advertising have traditionally been regarded as two separate entities with very different sets of goals and budgets. Many times they are handled by separate teams, agencies, separate metrics and KPIs. However, as advertisers demand more results-oriented accountability, a new type of advertising is getting more attention–one that combines ROI-focused quantifiable objectives with branding goals. This shift in advertiser strategy is gaining rapid traction, especially now when CMOs are required to justify every dollar spent.
Brand performance is a new class of PPC advertising. It allows brand-conscious advertisers to meet their ROI objectives, while maintaining proper brand visibility. It also requires high click-through rates at a viable cost, on contextually-relevant content sites.
Join us for a unique AdSpace workshop: Performance Branding on Wednesday, April 22, 2009 03:00 PM – 03:30 PM.

If you are a brand advertiser, this session can help you utilize text ads on content networks, in a manner that extends and supports your brand initiatives. The panel will be moderated by Josh McFarland, Entrepreneur in Residence at Greylock Ventures. Josh will be joined by Oded Itzhak, founder and CEO of DOCLIX. Oded was previously co-founder and CTO of Quigo.

If you haven’t registered for the conference yet, you can take advantage of a special 20% discount by entering the code ADSPACEB here. See you at the show!

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