For advertisers as well, In response to an article by Abbey Klaassen published on Ad age digital February 23.

http://adage.com/digital/article?article_id=134787 

Click is wrong metric for advertiser optimization as well, as CTR is the easiest metric to manipulate. As a media buyer I’ve always stayed away from cpc metric when buying display.

When eCPA is what matters from the advertiser perspective and eCPM is what the publisher is after, manipulating CTR is, in many cases, the way to bridge the gap. When locked in a fixed CPC this tool is taken away and hence at least one will lose (advertiser, or publisher).

An article in the wsj from the 5th of february.

http://online.wsj.com/article/SB123379182761749823.html#articleTabs%3Darticle

The ‘performance-driven advertising’ is yet another, a bit nicer (maybe), name for what internet advertising is and should be all about:

Measurability and accountability – which are the core merits.

Eventually, sometimes you need to go through tough times in order to inherit concepts that should have been inherited already -  like this one.

Treating internet advertising, as TV or news paper advertising is just missing on one of the net's biggest advantages measurability and accountability.

I am sure we will all get out of these times stronger and smarter about our businesses - especially if these businesses are online.

In response to "Global Budgets to Boost Online Advertising" 

An article posted in November on mediapost:

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=93914 

I commented on this article when it was published, and now approaching the half of Q1 2009 - i find it, not only still relevant, but also actually happening.

International growth in general, is what companies need to be looking for now days. In our industry, CPM 's are falling and opportunities are rising...

Here is the original comment: 

This article demonstrates one of the good things that come out from these bad times: looking for extra monetization.

When big U.S. advertisers are cutting budgets and are looking to get their campaigns better targeted, publishers will increase their efforts to better serve their American clients, and on the other hand, better monetize the leftovers.

In the last 4-5 years, we have also been pursuing this slice of the pie, and built a successful business on the 30%-40% non-U.S. visitors on U.S. properties.

Most of the time we find it very difficult to convince Americans that there is a world out there, that, among other things, visits U.S. Web sites such as yahoo.com and alike

Here's our 1st Year B'Day cake! You're all wellcome to have a bite! 

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Morning Gathering...

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What a day II!

Thank you all!