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Comments on: wunderLOOP’s Real-Time Behavioural Advertising Implemented By Tiscali http://blog.markhopwood.com/2007/07/13/wunderloops-real-time-behavioural-advertising-implemented-by-tiscali/ Mark Hopwood's blog Wed, 04 Aug 2010 16:37:22 +0000 hourly 1 http://wordpress.org/?v=3.0 By: <![CDATA[Mark]]> http://blog.markhopwood.com/2007/07/13/wunderloops-real-time-behavioural-advertising-implemented-by-tiscali/comment-page-1/#comment-26 Tue, 31 Jul 2007 11:41:54 +0000 http://www.markhopwood.com/?p=131#comment-26 As I understand the deal, they'll be using behavioural data collected through their role as an ISP (i.e. a lot of behavioural data) to serve BT ads on their own sites. Reach of the ads will therefore not be very high at the start. In practise though, if they can convince advertisers that this is a valuable product, other publisher sites will have to serve Tiscali's BT ads, because advertisers will buy their space to serve third part ads. They may also enter into partnerships with publishers who can get higher CPMs for BT space than for non-BT space. But a lot, as you say, depends on a lot of unknowns! As I understand the deal, they’ll be using behavioural data collected through their role as an ISP (i.e. a lot of behavioural data) to serve BT ads on their own sites. Reach of the ads will therefore not be very high at the start.

In practise though, if they can convince advertisers that this is a valuable product, other publisher sites will have to serve Tiscali’s BT ads, because advertisers will buy their space to serve third part ads. They may also enter into partnerships with publishers who can get higher CPMs for BT space than for non-BT space.

But a lot, as you say, depends on a lot of unknowns!

]]> By: <![CDATA[markus]]> http://blog.markhopwood.com/2007/07/13/wunderloops-real-time-behavioural-advertising-implemented-by-tiscali/comment-page-1/#comment-27 Tue, 31 Jul 2007 10:46:43 +0000 http://www.markhopwood.com/?p=131#comment-27 You may want to consider that "they are rolling out to their isp customers" but in reality it will be to those who use their portal as I dont think Wunderloop can monitor the traffic and relate behaviour to this browsing as far as I am aware they can only do this from websites within their network. So I think Tiscali is using this to prove 2 things, that BT advertising commands a higher price and that it can provide a more relevant experience for those visiting the Tiscali portal. Unless they are doing deals with other publishers they can only make more money from their own portal ads or from supplying data from users browsing the Tiscali portal and then going somewhere else that is also in the WundrLoop network, which although it is a big network, it still limits the ability to get really granular and still retain the reach. You may want to consider that “they are rolling out to their isp customers” but in reality it will be to those who use their portal as I dont think Wunderloop can monitor the traffic and relate behaviour to this browsing as far as I am aware they can only do this from websites within their network.

So I think Tiscali is using this to prove 2 things, that BT advertising commands a higher price and that it can provide a more relevant experience for those visiting the Tiscali portal.

Unless they are doing deals with other publishers they can only make more money from their own portal ads or from supplying data from users browsing the Tiscali portal and then going somewhere else that is also in the WundrLoop network, which although it is a big network, it still limits the ability to get really granular and still retain the reach.

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