ADEXCHANGER – Jan 8 - Plenty of Fish is a free dating site thathas taken off with huge traffic and interest and all built and serviced
by one guy – Markus Frind.
Q: Have things changed? Hire anyone?
A: We've hired a few people for customer service and to build out our advertising efforts.
A: Everyone is using the wrong metrics these days. I think a far better
metric that we use is monetization per pixel. The future of online
advertising is not with bigger ad formats, or even existing ones.
have over 100 variables on each user such as age, gender, income,
profession, etc.but no platform could make use of this data. Our new
system lets advertisers target their audience down to a zip code level.
A:
The image as well as text can be customized. On our site the creative
flexibility lies in being able to hyper target certain demographics and
change your creative accordingly.
Q: Do you ever buy advertising? Any recommendations you would make
to online marketers given your extensive experience on the sell-side?
A:
I buy a lot of ads and I sell a lot of ads. Clicks mean absolutely
nothing, if you are doing a major buy in 2 weeks take one week to get a
baseline for your traffic, the moment you turn on those ads measure
what delta from the baseline you have and measure what happens after
you stop advertising. Yes view throughs are useful but measuring
viralness of an ad spend is far more powerful.
Q: What do you think of data exchanges?
out data, others will use that data to target ads. The end result is
CPM's on your site go down because the users have previously been
exposed to these highly targeted ads on other sites.
Q: If you had to pick one or two key trends you see coming in the next 12-24 months in online advertising, what would they be?
A: Accountability and real measurement.
