Digital advertising, particularly Pay Per Click, has grown almost unchecked in the past 2 years. Offering advertisers an effective pricing model that allows them to only pay when users express interest in their advertisements (through a click), PPC advertising is cost effective and more importantly, allows advertisers with all sizes of budgets to buy the exposure they desire.
However, as digital advertising matures, we are beginning to see some gaps that need addressing.
Some areas that could be improved on:
1. Full transparency in the bidding process
Sometimes you need to experiment with bids in order to achieve the exposure you want. This can be delayed, as you bid, wait for ads to be delivered, determine position of your ads, and then adjust accordingly. I see a more to a stock market type environment happening, with transparent bids & offers to place bids by advertisers being fully transparent in a trading -type model. Publishers should have the ability to set their minimum desired PPC for an ad.
2. Ability to secure inventory with a bid in advance
Advertisers need to be able to plan a campaign and know that it will be delivered. How about locking ad delivery to bids in advance, giving advertisers peace of mind that their bids will be delivered?
3. Profile targeting
Most PPC campaigns run on a keyword targeting basis. How about letting advertisers bid on profiles? e.g.: males in an LSM of 7-10 in South Africa is just as effective targeting.
Sean Riley
