Ad Banners on Your Website: Do it Yourself, Coordinate or Pawn if Off!   January 26, 2007

January 26, 2007

Explaining to a client the other day I realized not everyone understands or probably cares how selling advertising and posting ad banners on your own website is managed. If you care there are really 3 ways to go about it:  

1. Do it yourself. 
Using HTML and other programming methods you manually code it into the desired location on your website then track impressions through an analytics software. When ads change you re-code.

Advantage: Cheap  

Disadvantage: Poor stats, room for error & lots of labor involved.  

2. Coordinate. 
Buy and implement a software solution like BanManPro that you install, configure then program the HTML one time only.  When ads change you replace the HTML on your website but the software saves you loads of time in reporting on impressions and click throughs and also offers many more features.

Advantage: One time fee and not too expensive ($500+)
Disadvantage: Need a skilled programmer to install and administrative labor is involved.  

3. Pawn it off. 

Hire an ad serving solutions provider such as AdJuggler, DoubleClick, Atlas and EyeBlaster who provide you with the HTML that you implement one time only where they then manage ad replacements and tracking but give you full access to reports and more.

Advantage: Thier software addresses all of the coding labor and have very in depth tracking and reports. Depending on the provider they’ll also deal directly with advertisers managing that headache.

Disadvantage: Higher cost as they take a cut of each advertiser’s ad deal.

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