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Spotlight on Engagement Mapping >
Are you getting the credit you deserve for the ads you serve?
Why is Engagement Mapping emerging as the new industry standard for crediting conversions? Because for too long, we have relied on the “last-ad” model. For too long, we’ve been crediting conversions to media at the bottom of the conversion funnel—the search engines, sites and networks at the last stop on the conversion path. As publishers, you need an accurate gauge of how the impressions you serve contribute to conversions for your advertisers. With the “last ad” model, 94% of advertising messages receive no credit at all when advertisers review the ROI on their campaigns. Advertisers are forced to look only at a microcosm of data, disregarding vital information for properly calculating the ROI for each site and channel. If the ad you served was seen, but wasn't the last ad clicked, you may not be getting credit you deserve for helping drive sales. With Engagement Mapping, your customers can see precisely how your inventory performs for your customers—how display ads on your site build brand awareness, get customers interested, and impact conversions. Engagement Mapping quantifies the value of display ads, rich media, video, and other formats that are important in building awareness and driving sales. Want to learn more? Click here to watch our recent webcasts or to download our Engagement Mapping thought paper. Question about Engagement Mapping? Ask us! 
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 Are you giving away valuable discretionary inventory at clearance prices?
Even with sophisticated forecasting and inventory management tools, you may still wind up holding inventory you can’t sell at rate card. Selling it quickly at a fair market price isn’t always easy. More and more, publishers are working with multiple ad networks to monetize their discretionary ad inventory. But managing multiple ad networks is complicated, time-consuming and often results in lower rates. What if there was a system that could maximize your revenue by bringing in top dollar for your discretionary inventory? What if it helped you manage multiple ad networks, sell more inventory and bring in more dollars for the units you sell—purely through efficiency and time savings? What if it also integrated seamlessly with your ad management system? The Atlas Network Control Panel. It simplifies trafficking, creates timely opportunities, maximizes ad network revenues, and answers “what if.” The Atlas Network Control Panel (NCP) enables you to manage multiple ad networks from one simple point of control. You can optimize multiple ad networks quickly and easily, resulting in more inventory sold. Most importantly, NCP helps you generate more revenue from every available impression. Same inventory, more revenue. DRIVEpm pays for your inventory’s value. By combining NCP with the power of the DRIVEpm network, your discretionary impressions can garner the highest possible rates based on market demands. DRIVEpm is Microsoft’s premium ad network that features powerful targeting capabilities to maximize the return on inventory.  Download this fact sheet to see how it works. Let us know if you would like to find out about upcoming NCP webcasts.  The Deal is Rapt
San Francisco based Rapt, a leader in media monetization, was acquired in April by Microsoft. Now, Atlas can offer publishers rocket science-type tools for pricing, yield management and inventory packaging—and your customers can deploy them immediately to generate more revenue. The combination of Rapt and Atlas, through both technology and human capital, delivers a suite of offerings that give publishers control over the supply, demand, and value of their advertising asset portfolio. It’s a game-changing platform that delivers the analytic firepower and must-have technology to survive and thrive in today’s digital media market. Here’s what this combined platform represents:
This acquisition combines the expertise of the Atlas Institute and Customer Research Group with the media consulting practice in the form of Rapt Advisory Services. And as Scott Howe, VP of Global Services and Business Development, said, “What we're trying to build is something that's flexible and empowering and highly consultative for the world's largest publishers.” For more information on Rapt and the Microsoft acquisition, read the full press release and check out the following articles: Microsoft Gets Rapt Microsoft Gets Rapt Up in Advertising Management Software Microsoft Adds Ad Tech Firm Rapt To Stable Microsoft Makes Smart Acquisition (blog) Feed your curiosity: attend an Engagement Mapping Breakfast in a city near you
The way you credit conversions is about to change forever. Are you hungry for more information? Join Atlas Institute VP Young-Bean Song, along with a panel of local industry experts for a presentation and panel discussion at one of our three Engagement Mapping breakfasts – coming in May to San Francisco, Chicago and New York. May 7th, San Francisco May 12th, Chicago May 14th, New York: register here Celebrating around the world--Check out our recent event photos from the same night on two continents
The Venice Festival of Media gala at the Venice Arsenale: April 15, 2008, Sponsored by Atlas and DRIVE pm   
San Francisco party at Vessel April 15, 2008, sponsored by Atlas and DRIVE pm    
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| Do you have any questions or comments about anything you’ve read in this newsletter? Let us know! Copyright © 2008 Atlas DMT |