February 24, 2011

Blind Networks: Now You See!

By Michael de Souza, VP Media

Blind ad networks are often misunderstood despite the huge traffic they serve.

With blind networks you can’t specify the individual mobile internet sites on which your ads will appear. Instead, you select a channel, such as ‘Entertainment & Lifestyle’ or ‘Premium Portals’ (there are nine to choose from altogether), and your ads are displayed across the hundreds or thousands of mobile internet sites within that category.

This kind of selection is a necessity, as it is in any long-tail network. Asking brand managers or media planners to work through a list of thousands of individual sites to evaluate their content and context for a good match to the brand that they’re promoting, and then make a selection, would be time-consuming and counterproductive.