Online Marketing | Marc Porcelli

Blimp Advertising| Leave a Comment
So I tried something different while on vacation one day this past week – I left my BlackBerry back in my room and went to the beach with my family away from the work world. Although I suffered slight separation anxiety at first, it felt great to be away from work! But it didn’t last [...]

Today in Online (Recession) Marketing News| Leave a Comment
Here are a few articles that I found today relating to an online marketing recession. The news is of course not good. The positive note is that the industry as a whole did grow 15.2% YTD so far, this according to the IAB. I know a lot of people that would die for that type [...]

A Marriage Proposal Amid A Credit Crisis| Leave a Comment
Over the past two weeks I have been largely offline. I flew out to London, England on September 22nd to present at the Internet Dating Conference and attend Ad-tech London. Both shows were very busy and full of new opportunities. With the weak US dollar, advertisers in the UK and European marketplace are positioned very [...]

Today In Online Marketing News | Thursday, July 3, 2008| Leave a Comment
Should You Invest in the Long Tail? By Anita Elberse | Harvard Business Publishing. “It was a compelling idea: In the digitized world, there’s more money to be made in niche offerings than in blockbusters. The data tell a different story.” Debating the Long Tail By Chris Anderson | Harvard Business Publishing. “Anita Elberse, a [...]

The Technology Behind Phorm And NebuAd: Deep Packet Inspection (DPI)| Leave a Comment
I have been talking a lot about Phorm and NebuAd’s ISP targeted advertising lately. What I have not touched on is the technology behind this ISP based targeted advertising. The technology is called Deep Packet Inspection or DPI. Deep Packet Inspection is also the technology behind the whole Network Neutrality debates. Network neutrality is defined [...]

How To Reduce Affiliate Fraud – Delay Payments Two To Four Months| 4 Comments
I came across a very interesting study by Benjamin G. Edelman last night titled, “Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud.” There is also a useful Q&A synopsis that can be found via Harvard Business’s Working Knowledge, titled, “Reducing Risk with Online Advertising” which outlines the main [...]

Great Advice On Negotiation| Leave a Comment
For those readers that are interested in negotiation, I came across a great article today. The article, “Negotiator, Know Thyself” is basically an except from the book Bargaining for Advantage: Negotiation Strategies for Reasonable People by G. Richard Shell. Shell is a Professor of Legal Studies and Business Ethics and Management at Wharton. The article [...]

Does Banner Advertising Still Work? A DR Advertisers Perspective| 4 Comments
With the advent of ad networks and the availability of ad exchanges, why is it such a challenge to get banner inventory to convert? There is no easy answer as each site and each advertiser have their own unique challenges. We all measure our returns differently. As a DR advertiser I always look for an [...]

More On Phorm and Domestic Data Collection| 2 Comments
I had all these great ideas on what to blog about today, but Monday took its toll on me. That being said, there were two significant articles I read today which tie into one another. The first article was To Aim Ads, Web is Keeping Closer Eye on You which appeared in the New York [...]

Marketing Your Way Through a (Online) Recession| Leave a Comment
Cruising here at 35,000 feet, the recession continues to loom in my mind. I feel fortunate to be in a vertical that it is fairly recession proof. That being said, I will still feel the recession’s effects, especially as consumers continuously feel the pinch. As a reader of this blog you know that I have [...]

Subscription Options: