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Rate Card Online Advertising Industry Future Pricing System

Rate Card Online Advertising Industry Future Pricing System . Michael M. Sultan, Ph.D. 2007. I temization, M onetization, O ptimization . Portfolio of Portfolios. It is a Hierarchy From bottom-up: An ad campaign is a portfolio of ad units .

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Rate Card Online Advertising Industry Future Pricing System

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  1. Rate CardOnline Advertising IndustryFuture Pricing System Michael M. Sultan, Ph.D. 2007

  2. Itemization,Monetization, Optimization

  3. Portfolio of Portfolios • It is a Hierarchy • From bottom-up: • An ad campaign is a portfolio of ad units. • An advertiser has a portfolio of campaigns. • An AE has a portfolio of advertisers, • On top of the hierarchy, Publisher has a portfolio of AEs!

  4. Ad Campaign Portfolio • At the hierarchy’s bottom: An ad campaign is a portfolio of ad units.

  5. Advertiser Portfolio • At the hierarchy’s 1st tier from bottom: An advertiser has a portfolio of Campaigns.

  6. AE Portfolio • At the hierarchy’s 2nd tier from bottom: An AE has a portfolio of Advertisers. • Since AEs are not represented in the database, the case with this digital media publisher, the AE portfolio can’t then be shown in a picture; yet it exists!

  7. Publisher Portfolio • At the hierarchy’s top tier: a Digital Media Publisher has a portfolio of AEs.

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