Comments on: How Not to Run Ad Network

By: Erica@African-AmericanBrides

Erica@African-AmericanBrides — Thu, 16 Apr 2009 18:16:25 +0000

Yes! What Dede said. Some of these networks pay only who they want to pay to keep the fuss down. This is the same way it happened with that other network targeting blogs-of-color. They paid certain high-profile sites first and everyone else had to hustle to get even one payment. They should have just called it a pyramid scheme. Some folks still go for that kind of thing.

Like I said on the Twitter thread, I'm using a combination of Google AdSense, Glam, BlogHer, and a few relevant affiliates. Seems to work pretty well, so I never joined the GG one. But then I'm not really looking to sign up with one of these newer networks unless I've heard good things and I'm not holding my breath.

By: John

John — Mon, 13 Apr 2009 23:16:15 +0000

I agree. I think it is too bad it started angry and with finger pointing. Very unnecessary but thanks for the forum.

By: Gina

Gina — Mon, 13 Apr 2009 18:55:32 +0000

I think we can all agree that everyone on this comment thread wants African American bloggers, publishers, developers to have the same access to opportunity, capital and success as those in other groups. Folks who read this blog are the choir. So right now we're all fighting over the A and B selection.

There are those in the Black blogosphere who are totally oblivious to both sides of this argument and are ripe for exploitation.

This was a good discussion thread however.

By: Gee

Gee — Sat, 11 Apr 2009 13:24:06 +0000

Whoa…those are all the BIG ad networks. Those surpass all the “black” ones. What website are you using that on?

By: John

John — Sat, 11 Apr 2009 02:04:38 +0000

Also, I just realized that this blog is part of a vertical ad network…I do see the Adify tags load up in the footer…how is that going for ya and how many networks are you part of??

By: John

John — Sat, 11 Apr 2009 01:52:30 +0000

Again, a lot of these networks are new and a lot of the processes are new. The industry was just introduced to vertical ad networks. Some work great and some not so great. It actually takes a network a good year to 2 years to really become a good contender. A business is not started overnight and neither are vertical ad networks. GG, MOG, etc are new. The platform they use seems to be developing into something big and it will take time.
The fact that you can be part of many networks, AND do your own media sales, what do we as publishers have to loose really? I have used networks that I was able to put in a redirect to another provider when no campaigns are available and still made money. No loss there.
I agree with the annoyance of late payment, but again, late better than never these days and we will see a consolidation of VERTICAL ad networks(which again I would not include in the same sentence as HORIZONTAL ad networks) in the months to come.
There is a lot going on out there and one unhappy publisher should not try to represent a whole network just by their experience. I am in one and am very happy with the service and revenue.
It honestly comes down to trying a few and see what works for you. Remember that the revenue is directly proportional to the media sales teams they have…and some suck and some suck really bad! Media sales folks are the sleaziest of them all (i think).
Stay independent and join networks…try to make as much money as you can…and in the end, if staying independent is better then rock on!

There is no RIGHT answer…the industry is still too young.

By: HipHopFred

HipHopFred — Fri, 10 Apr 2009 23:39:16 +0000

I worked at Comscore and have been subscribed to Comscore and Netratings (and all sub products) across several companies. NOW HEAR THIS: both companies SUCK for black website measurement and could care less about black sites. Neither service has a black site category and don't see the need for them at all.

After BET, BlackPlanet, BV, there is a huge drop off to BAW and AHH and after those 2 sites its everyone else with a seperation in the hundreds of thousands and guess what -- there are a nice handful of black sites in a that chasm in between but none show up. Why? Because the large bulk of blacks are less likely to participate in big brother tracking programs...it's a known fact. Plus its just a panel so some site's are even overstated in the panel since 1 black person represents an abnormal share of blacks in the US.

Both services have a dedicated hispanic panel but no one cares to make one dedicated to black.

Realize that you may never know who you're talking to - - too funny!

Im out! say what you want for that last word -- live and eat on that

By: No Clue

No Clue — Fri, 10 Apr 2009 22:46:48 +0000

again… no clue.

If you look at Comscore (what lots of brands use to measure sites) stated BV, Essence, BET, MTO, Bossip and YBF are the top sites. None of here are in the “just blogger” mind state – but it seems you are. (also look at compete, quantcast)

If you are looking at sites that are not owned by “old media” or corporations – then MTO, Bossip and YBF are top.

And please – let me know what are the top sites – since you know. Please let us all know that live and eat this.

Sorry – if you couldn't come up with a valid or informed response.

By: HipHopFred

HipHopFred — Fri, 10 Apr 2009 22:35:25 +0000

Like I said — expected as much in a response — no surprised (btw Bossip and MTO aint the top black sites in traffic or ad sales – do your homework sonny and get out of the 'just blogger' realm and gossip realm). Love the side insults and jabs. That was even my first post here. You guys don't realize that your experience is not going to be shared with the next site. I love big mac my girlfriend doesnt.

I think the bar is set to high for people that really dont understand the purpose of fill services

Im out – never responded here and never will again. Back to BigTent at adage for me where the grown folks are.

By: nOva_SB

nOva_SB — Fri, 10 Apr 2009 22:26:41 +0000

Thanks, No Clue. I don't think the intent of the discussion was to villify ad-nets as a whole, rather than share stories about the bad apples.

I will say that, at least when people were sharing negative experiences they were able to name names, whereas those of us who were robustly defending them provided very little specifics and wanted to "lecture" the "little guys" on "how the business works". Additionally, very little of that lip-service went to exploring why certain ad networks courting the publisher instead of the other way around. I have one such network pursuing me right now and never once did they mention that my site was "too small" to work with them.

How do you explain that?

At any rate, I haven't had any bad experiences with late payments, etc, because I never let the one situation I was in escalate to that point. But the offers I've since received are laughable. Be it GG, BET or MOG. They're all incrediably wack, so the only advice I would have for anyone is be on the look out for these branded adnets. They talk a good game but aren't offering anything. The moment we see the words "We cater to Urban and Hip-Hop publishers", I suggest you run like hell.