Who determines the "relevancy" of the add? So what I am seeing here,
is if I have an ad campaign with one of the web publishers mention
below with the same product or service, the Adzilla ad would take it's
place over our ad?
Frank Muto
President/CEO
FSM Marketing Group, Inc
----- Original Message -----
*From:* Eric DaVersa <mailto:[EMAIL PROTECTED]>
*To:* 'WISPA General List' <mailto:[email protected]>
*Sent:* Thursday, March 09, 2006 3:16 PM
*Subject:* RE: [WISPA] Adzilla & Revenue Streams
Jory is correct. No part of web content is altered as that is
copyright infringement and illegal.
The way the system works is within the existing ecosystem of the
web publishing and ad serving world. Many web publishers
(websites) establish relationships with ad servers such as 24/7
Media, Double Click, etc. because they lack the infrastructure to
sell advertising nationally. They set up automated communications
links between each other to serve ads on the websites. There’s a
financial agreement and structure based on common ad industry specs.
So in the existing world here’s how it works. Your customer clicks
on a website. A request for the content is sent to the appropriate
location where that website’s content is hosted. Within that
website are banner ads that cycle through. A request is sent (all
this in real time) from the website to their ad server partners so
that an ad can get served up. Your customer sees the ad as part of
the overall web page even though the publisher. The website makes
money off the ad and you get nothing as the ISP.
In the Adzilla world it works very much the same way, except that
on the way out of network core the http traffic request is tagged
based upon contextual relativity. In real time the Adzilla
appliance determines if the ad can be replaced if Adzilla has a
relationship with the ad server or web publisher. In essence, the
calculation asks, C/an Adzilla serve up a higher paying ad to the
ad server company?/ If so a more relevant ad is served into the
website because Adzilla has a relationship with the ad serving
company.
What Adzilla has developed is a very unique method to allow ISPs
to participate in a revenue share of ads running across their
networks. The percentage of pages surfed that can be “optimized”
is typically between 5~10% so we’re talking very minimal. But it
adds up quickly and their reach is growing.
To be quite honest, it took me a few explanations and a PowerPoint
before the light clicked on since the ad world was foreign to me.
Hope this helped explain.
Eric DaVersa
Vice-President, Business Development
**NetLogix**
OFFICE: 858.764.1998
CELL: 858.245.6702
FAX: 858.764.1982
[EMAIL PROTECTED] <mailto:[EMAIL PROTECTED]>
-----Original Message-----
*From:* [EMAIL PROTECTED]
[mailto:[EMAIL PROTECTED] *On Behalf Of *Jory Privett
*Sent:* Thursday, March 09, 2006 12:05 PM
*To:* [EMAIL PROTECTED]; WISPA General List
*Subject:* Re: [WISPA] Adzilla & Revenue Streams
I think you are not understanding the way the system works. Please
correct me if I am wrong here. This does not modify every web
page, only those pages that have the Adzilla tags in them. The
device just uses the tag to display the adds that are setup for
your area. IS this correct?
If it modified every page that a user went to you would have a lot
of unhappy customers very quickly.
Jory Privett
WCCS
----- Original Message -----
*From:* Blair Davis <mailto:[EMAIL PROTECTED]>
*To:* WISPA General List <mailto:[email protected]>
*Sent:* Thursday, March 09, 2006 1:19 PM
*Subject:* Re: [WISPA] Adzilla & Revenue Streams
If I publish a web page, who are you to modify it before
displaying it to a user?
I'd start getting annoyed if my web page displayed differently
depending on whose network it flows thru....
I also feel that this is a bad idea in general because I think
it could end up weakening the 'safe harbor' provisions that
protect us from liability over data content. We are not
censors. Beyond the monitoring needed to assure network
integrity, we do not monitor or censor our users in any way
and we do not plan to.
IMO, we should not modify the data flowing to the user in any
way without the express, informed consent of the user. If a
user wants you to censor, modify or block pages, fine.... if
you wish to offer that service. For liability reasons, we
choose not to.
Eric DaVersa wrote:
Agreed, but there is a free lunch...for the web publishers and ad
servers you allow to sell over your pipes.
Take the old example of the Internet as a highway. You've built a
highway (your wireless network) and people (your customers) pay to drive
on it. Along the way there are billboard advertisements (web ads.)
You collect nothing from the billboards that people view. In essence,
the advertisers get a free lunch from your highway.
Adzilla basically gives you the opportunity to place your own billboards
in front of those existing billboards so that you, as the highway
operator, can receive a revenue share.
Mark, I don't mean to pick on you here and I apologize if my replies
come off as arrogant or inappropriate in any way. I appreciate your
questioning and "devil's advocate" approach. These lists are certainly
good for digging through the facts.
Peter R. sent an email for those interested in participating in a
webinar. Also, an Adzilla exec will be at WISPNOG.
Respectfully,
Eric DaVersa
Vice-President, Business Development
NetLogix
OFFICE: 858.764.1998
CELL: 858.245.6702
FAX: 858.764.1982
[EMAIL PROTECTED] <mailto:[EMAIL PROTECTED]>
-----Original Message-----
From: [EMAIL PROTECTED] <mailto:[EMAIL PROTECTED]> [mailto:[EMAIL PROTECTED] On
Behalf Of Mark Koskenmaki
Sent: Wednesday, March 08, 2006 1:47 PM
To: WISPA General List
Subject: Re: [WISPA] Adzilla & Revenue Streams
"There is no free lunch."
this is the most concise, most accurate, and wisest words ever spoken,
on
the subject of economics.
North East Oregon Fastnet, LLC 509-593-4061
personal correspondence to: mark at neofast dot net
sales inquiries to: purchasing at neofast dot net
Fast Internet, NO WIRES!
------------------------------------------------------------------------
----
-
----- Original Message -----
From: "Eric DaVersa" <[EMAIL PROTECTED]> <mailto:[EMAIL PROTECTED]>
To: "'WISPA General List'" <[email protected]> <mailto:[email protected]>
Sent: Tuesday, March 07, 2006 3:34 PM
Subject: RE: [WISPA] Adzilla & Revenue Streams
The simple answer to that is "don't use that option." The ad
optimization is transparent and its basically free money. I usually
have to say it 3 times before ISPs start to understand the concept, so
in the interest of saving time...
It's free money, it's free money, and - you guessed it - it's still
free
money.
Eric DaVersa
Vice-President, Business Development
NetLogix
OFFICE: 858.764.1998
CELL: 858.245.6702
FAX: 858.764.1982
[EMAIL PROTECTED] <mailto:[EMAIL PROTECTED]>
-----Original Message-----
From: [EMAIL PROTECTED] <mailto:[EMAIL PROTECTED]> [mailto:[EMAIL PROTECTED]
On
Behalf Of Mark Koskenmaki
Sent: Tuesday, March 07, 2006 2:47 PM
To: WISPA General List
Subject: Re: [WISPA] Adzilla & Revenue Streams
North East Oregon Fastnet, LLC 509-593-4061
personal correspondence to: mark at neofast dot net
sales inquiries to: purchasing at neofast dot net
Fast Internet, NO WIRES!
------------------------------------------------------------------------
----
-
----- Original Message -----
From: "Eric DaVersa" <[EMAIL PROTECTED]> <mailto:[EMAIL PROTECTED]>
To: "'WISPA General List'" <[email protected]> <mailto:[email protected]>
Sent: Tuesday, March 07, 2006 8:57 AM
Subject: RE: [WISPA] Adzilla & Revenue Streams
For a Network Operator, you have some incredible new tools as part
of
the package. You have a GUI interface where you can insert
messaging
DIRECT TO THE DESKTOP. This means, "Dear Customer, your payment is
7
days past due, your account will be shut off if you do not pay
within
x
hours."
I think if I tried that with my customers, I would be losing, not
gaining,
customers. The notion of inserting something into thier data is...
too
intrusive for me to consider.
North East Oregon Fastnet, LLC 509-593-4061
personal correspondence to: mark at neofast dot net
sales inquiries to: purchasing at neofast dot net
Fast Internet, NO WIRES!
------------------------------------------------------------------------
----
-
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Blair Davis
AOL IM Screen Name -- Theory240
West Michigan Wireless ISP
269-686-8648
A division of:
Camp Communication Services, INC
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