Case Studies

Executive Summary

Thanks to the experience and creativity of the Advertising.com team, as well as some innovative pricing strategies, Advertising.com assisted J Carter Marketing Inc., the Internet's largest news advertising channel, in monetizing the traffic across its 1,500 websites. As a result of this collaboration, J Carter's advertising profit has increased more than 16x since signing on with Advertising.com in April 2006.

Products / Solutions Used

• Display Program

Program Objective

J Carter Marketing, Inc. is the largest online news advertising channel, with 10 million unique visitors across 1,500 news and sports websites. With inventory from 1,500 websites to fill, J Carter partnered with Advertising.com for a guaranteed, steady stream of advertising revenue - even when experiencing the wide traffic fluctuations typical of news and sports sites.

Strategy

When Advertising.com started working with J Carter, we were receiving fewer than one million impressions a day. The Advertising.com team experimented with different pricing strategies that allow us to better harness J Carter's site traffic (and increase their resulting payouts), ultimately implementing a tiered program that enabled us to pay J Carter higher rates in exchange for higher placement in their ad rotation. In addition, frequency capping was implemented to limit user saturation and maximize response rates - dramatically increasing the value of each impression served.

Results

Immediately upon reworking the pricing structure and implementing frequency capping, J Carter's impressions to Advertising.com more than quadrupled to over four million per day - significantly increasing their payouts. We continue to adjust the pricing structure and ad allocation on an ongoing basis to ensure J Carter's sites are receiving a steady, high-volume stream of advertising revenue. Building upon our 2006 success and strategic approach to inventory monetization, Advertising.com is on track to nearly triple our business with J Carter in 2007.