All posts by tagname: ad server

Orbit Ad Server

Statistics show advertisers already spend more on online ads than print media. And this difference will become bigger every year. According to latest estimates by eMarketer, worldwide spending on Internet advertising will top $137 billion in 2014.

That means advertisers have also begun to place higher demands on the quality of online advertising and its effectiveness. That demand puts a premium on improvement of advertising management systems and their functionality.

At OrbitScripts, we constantly monitor this market and add new features to our products to meet the growing needs of all our consumers. We believe the demand for systems development and advertising management consists of three main parts:

  1. Performance,
  2. Functionality and
  3. Usability.

Ad-Server-new-features-of-the-advertising-management_angWe recently put our performance, functionality and usability design and development into our innovative new product Orbit DSP, a demand-side platform technology built from scratch by OrbitScripts as an enterprise-level, real-time ad auction, purchase and data management system.

To create Orbit DSP, we also increased the capabilities of our core product Orbit Ad Server. Orbit Ad Server simplifies ad management, working with Video Ads, Mobile Ads, In-Text and other modules to create an integrated package that handles all your online advertising growth, in all directions.

We made several important changes to Orbit Ad Server, including:

  1. More Tags and XML feeds support;
  2. Weighting for different companies, groups and ads;
  3. Security against fraudulent clicks;
  4. New targeting types, like provider and connection speed;
  5. Improved user-permission system;
  6. New formats for desktop and mobile ads, like full-screen and interstitial;
  7. And auto-optimization by CTR and ROI.

We’re so happy about these new features. Perhaps most exciting is our new and improved Campaign Creation and Management process, made more universal with additional features and an improved interface for better user interaction.

Our next few blogs will cover in more detail Orbit Ad Server’s new system performance and interface-design features. The feedback from our customers—both Ad Server and Orbit DSP, existing and new—has been encouraging, as we to continue to expand and grow with these amazing advertising market trends.

Check out our Self-Serve and Hosted pricing and tell us how we can serve your needs, too!

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Happy New Year 2014!

We’re so happy to be able to put the wraps on another wonderful year!

First of all, this is the 14th New Year we get to celebrate together here at OrbitScripts! So much progress has been made, and this year was one of our best.

In anticipation of the holiday, let me recap the most significant events:

  • We created the Orbit DSP platform—the best demand-side platform and Trading Desk turnkey solution on the market!
  • We launched the new version of Orbit Ad Server—with greater performance, modern new user interface and a wide range of new features.
  • We expanded our team, to add more experience in both technology development and customer account management.
  • We signed several strategic partnerships with leading companies in online advertising.
  • And finally, we participated in the huge conference and expo Ad:Tech San Francisco, where we mingled, wined, dined, met some great cohorts, networked, and hosted the OrbitScripts booth as members at the event.

Farewell to 2013. You will be remembered in the history of our company as one of the most successful years ever—and the continued support from our customers and partners is a huge part of that success.

And welcome to 2014. We wish you all the prosperity, happiness, health and successful projects this year has to offer.

Happy New Year!

new_year_2014

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Orbit Ad Server: You Don’t Have To Know How To Fly To Get On The Airplane

A question keeps popping up:

Do people need to know how the cloud works in order to use it?

My short answer is, I sure hope not! Most people and businesses already use the cloud, and most don’t even realize it.

Cloud Survey

Citrix and Wakefield Research recently completed an online “Cloud Survey” using 1,000 representative adults aged 18 and older in the US.

  • 29% said “the cloud” is either the sky, an actual cloud (a “fluffy white thing”), or something related to the weather
  • Only 16% said it was a computer network to store, access and share data from Internet devices
  • Other responses included: toilet paper, pillow, smoke, outer space, cyberspace, mysterious network, unreliable, security, sadness, relaxed, overused, and “oh goody a hacker’s dream”

Even more interestingly, 54% of Americans claim to NEVER use cloud computing—when, in reality, 95% of those people already use the cloud!

  • 65% of them bank online
  • 63% shop online
  • 58% use social networking sites such as Facebook or Twitter
  • 45% have played online games
  • 29% percent store photos online
  • 22% store music or videos online, and
  • 19% use online file sharing.

(Read the full article on the Citrix Survey here.)

The “I don’t use it” phenomenon found in personal lives pops up in business, too.

A survey reported by CNBC found that over 80% of businesses currently use cloud computing. And that’s not big companies alone. More than half of micro businesses and small businesses (firms with less than 99 employees) use cloud-based business productivity applications.

Cloudability, a provider of cost-management tools for cloud services, looked at data from 3,200 customers in 80 different countries, and derived a more precise number:

86% of companies not only use the cloud, but they use more than one type of cloud service.

As VentureBeat.com reports, that fact is somewhat surprising, considering the typical concerns expressed by high-level CIOs and chief security officers, who often say the cloud is not yet a safe place to store proprietary information.

So the gap in cloud use exists in both cases. People don’t necessarily understand what the cloud is, but 97% of individuals—and 86% of businesses from big to small—use it.

We Understand the Cloud So You Don’t Have To

With all this cloud-based Internet use exploding, we saw the need at OrbitScripts to use the cloud more than ever for our ad serving systems.

It’s a circular, network effect. The more people who use the cloud, the more it increases the load on ad systems, which means we need more power from the cloud to serve the cloud.

Before the invention of these cloud-computing systems, we used dedicated servers and infrastructure expansion to meet the storage and capacity loads of our ad servers. It was expensive, and connecting and setting up all those servers took a considerable amount of time!

We had to modernize and adapt our software to run on cloud systems to allow more flexible and scalable network infrastructure. And we’re happy to give that power to our customers going forward.

The Real Definition of The Cloud

The cloud is a computing system you don’t have to maintain, and it comes with high reliability, high security, and fast speeds of deployment whenever and wherever you need it.

It’s a system of distributed power with much less risk.

cloud based

So tell me:

When did you realize the cloud meant new possibilities?
Was it Facebook or something in your personal life?
And have you tried to implement those new possibilities in your business, too?

One thing’s for sure: It’s time for everyone to think about the cloud as more than a “fluffy white thing”…and yet you don’t have to know much more than that to benefit and use it.

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Using the Cloud to Develop High-Performance Systems

OrbitScripts has been involved in Internet advertising for 12 years.

Before 2007, we specialized in PPC and affiliate-marketing systems. In 2008, we introduced Orbit Ad Server and Ad Market, a new line of ad serving products.

Now, our main focus is the development of online advertising control systems—and we’re doing our work in the cloud.

Why are we working in the Cloud?
Because cloud computing has several obvious advantages:

  • No PCs required—The cloud removes the need for most on-site computing power. The only prerequisite is Internet access.
  • Higher fault tolerance—Removing the PC hardware means system failures are more rare with cloud computing.
  • Safety—Any business that’s lost data due to fire, power surges, floods, or accidents will understand: The cloud is the safest location, and the automatic backups remove a lot of data security issues and worry.
  • High-speed data processing—The cloud allows processing to occur simultaneously across a distributed network of specialized computers, depending upon the task required. It’s a better way to crunch data than centralized computing.
  • Lower costs—In the cloud, you can use it when you need it, and not have to worry about it when you don’t. The cloud removes the cost of hardware, software, maintenance—and the cost of electricity, too.
  • Saves disk space—And when you do need centralized, on-site computing power, you can save storage space (and processing power) by storing the bulk of your information in the cloud.

The cloud is very simple.
And the process of creating, deploying, cloning, and reconfiguring servers to cloud services is very easy, too.

Most development processes can be done with the touch of a button, which saves time and allows us to try different versions of operating systems, different types of processes, and all the many testing iterations required to produce the best products possible.

Better Testing = Better OrbitScripts Development
Perhaps the most important use of the cloud involves testing, which used to be extremely time consuming, because developers had to test each software separately, with memory, processors, and various server configurations.

It was difficult to create the necessary load and expensive to gather the amount of physical hardware required.

Thanks to companies like Amazon Web Services, Open Stack, and Rack Space, the cloud has removed almost all of those old barriers.

companies logos

The New Way Forward
Since our beginnings, we’ve seen a lot of changes.

And we at OrbitScripts are excited about the new possibilities the cloud offers—especially our ability to maintain high testing standards for our customers.

What this really means is: We can build custom software for each and every single customer!

No more turnkey solutions that don’t quite fit your needs. No more compromises in what the software can do for you.

The cloud has made mass-customization a reality.

So tell us, what do you need in an online advertising control system?
Where has old software left you frustrated?

We think the answer to your problem is in the cloud, too.

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OrbitScripts SaaS: One-Year Report on Customer Feedback

Over a year ago, we started offering our ad serving platform as SaaS—software that’s hosted in the cloud through Internet service, rather than traditional software installed on customer computers and servers.

Most of our customers had already used SaaS through other software providers, which gave us a good benchmark to compare our offering with other companies’ offerings.

We’ve received a lot of valuable feedback.
Customer surveys point to the following advantages of OrbitScripts SaaS, all of which we are pleased to report.

  1. Increased Capacity—Our infrastructure uses CDN (content delivery network), cloud solutions and dedicated servers, which means we’ve been able to increase the capacity of our system to handle big traffic increases on our customers’ sites.
  2. 65 Billion Queries Per Month—Our software is built to allow the system to scale horizontally, distributing and handling high-capacity loads that are climbing toward 100 Billion per month.
  3. Modular Is Better—We offer a modular solution, which means our customers have been able to create a unique set of features for each of their individual clients. From the basic functions on up, this has allowed superior customization and service.
  4. Custom Programming—In addition to basic features and an extensive list of modules, we also provide custom programming to meet each client’s unique needs when those ready-made solutions need to be developed further.
  5. Continuous Development—We have been vigilant in extending the functionality of our system to make sure our customers receive the most current, updated versions of our product on a permanent basis. That has helped them capitalize on the most profitable market opportunities, without worrying about their ad system maintenance.
  6. Round-the-Globe Service—Many companies promise “round-the-clock” service, and it rarely lives up to its 24/7 claims. We have offices in the U.S. and Russia, so we are actively working 24-hours-a-day—not as a third-party call center, but as the real company ready to help you.
  7. Lower Prices—Because most of our developers live in Russia, we can use our lower cost-of-living to provide the most competitive prices across the U.S. and Europe. Our customers benefit from our mix of superior products and lower costs of production.

The results are in. You are happy. And we are happy!

Saas Orbit Ad Serving

Simply put:

OrbitScripts SaaS provides a reliable, modern product with continual improvement and features that evolve with market opportunities. We’ve been able to provide a high level of support with global coverage at a price that’s extremely competitive.

And looking ahead, I hope we can make the next year even better!

So if you didn’t get a chance to provide feedback yet, I’ll ask you now:

Do you have any feedback similar to what I’ve listed here?
Do you have any feedback that differs?

Either way, leave us a comment. We’re here to listen, learn, and help in any way we can.

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OrbitScripts Mobile Apps: Advertising For A World On The Move

Years ago, analysts said this would happen, and they were right: The market for computer desktops and notebooks has collapsed under the pressure of competition and convenience of tablets and mobile devices.

Just look around—in the home, in the office, in stores, in schools and on the sidewalks—people have embraced mobile devices. Our mobile phones are always with us, at all times of day and night.

And businesses are rushing to respond.

Advertising in mobile applications gives instant access to consumers and makes it possible for advertisers to better implement and quickly change their campaigns for better results.

Problem: How To Monetize Mobile Traffic?
Solution: Display ads on mobile websites and mobile apps, of course!

It’s a new media market, and the response of the mobile audience to advertising messages is significantly more positive compared to traditional advertising in print or online media.

And competition between advertisers in this area is not yet saturated, so your brand has a great chance to beat the competition, if you act now.

mobile platform

Huge Revenue Potential
Developers of mobile applications can make money from both selling applications and advertising in them, which means big sources of new revenues for webmasters.

This business opportunity creates high demand for software that can help you build a mobile network that connects advertisers with application developers.

And OrbitScripts Ad Network Does That.
Based on our past experience, we built OrbitScripts Mobile Ad Server on a modern mobile platform that we developed through years of traditional ad server network development.

Devices: The main objective of the Mobile Ad Server is to display and manage advertising on the major devices in use today: Android phone, iPhone, and Windows phone.

User Types: Our system allows you to mange the three main types of users: administrators, advertisers, and application developers

Targeting: The audience for mobile advertising is more focused and less scattered, and thus the ability to get ads successfully in front of specific consumers is much higher than in traditional media placement. In OrbitScripts Mobile Ad Server, you can target based on these factors (and a whole lot more):

  • geography (exact location)
  • gender
  • age
  • phone model
  • mobile operator
  • expansion of the screen

Formats: Our mobile advertising can take many forms:

  • Banner
  • App wall (ad on entire screen)
  • Notification tray
  • Icon
  • Dialog

which can then trigger actions after clicking on the ad:

  • Go to the App Market
  • Go to the website
  • Send SMS
  • Call

Reports: Statistics and analytics are important to our system. Our customers can use geo-reports and specific reports for advertisers and developers to verify the effectiveness of ad campaigns and optimize them for the best returns.

We’re All Moving To Mobile.
And Orbit Mobile Ads combines your ads with massive third-party mobile ad networks like Google and AdMob. If you have questions not covered in this post, leave us a comment or contact OrbitScripts sales directly.

We’re here to help you get started in mobile!

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OrbitScirpt’s Third Party Administrator: A Key Tool For Growing Your Network

Ad network and website owners face two opposing forces when they try to monetize their traffic for the first time:

  1. They realize have a network that’s too small. Beginning networks are usually not large enough to make money on a small circle of advertisers.
  2. And they realize they can’t expand their network, because they can’t offer specific enough targeting. Advertisers almost always want to reach a narrow target audience. For example, they may want to limit their ads to web visitors coming from one specific country. With a small network, that kind of targeting is tough to accomplish.

It’s a Catch-22.

To expand a network requires specialization, but it’s hard to specialize if you don’t expand your network. How do you get around this?

You advertise through third-party networks.

At OrbitScripts, we’ve seen this problem many times. That’s why we built an advanced Third Party Administrator feature into our Ad Server system, making it much easier for beginners to offer the kind of advertising third-party networks want to buy.

And to avoid confusion, we added two tools to handle two pricing models, so our customers can manage and satisfy third-party ad networks in a professional way.

CPM vs. CPC

Ability to add third-party networks 1

Pricing models based on CPM—cost-per-thousand impression—use a feed that counts impressions and serves ads using HTML code (JavaScript, iFrame).

Ability to add third-party networks 2

Pricing models based on CPC—cost-per-clicks—use a feed to count user clicks and serves ads in XML format.

These two management tools allow our customers to:

  • add unlimited numbers of third-party ad networks,
  • display according to different priorities,
  • control the distribution of ads,
  • establish commissions,
  • target visitors with preferred sites and countries
  • add tags to the status of the third party,
  • limit the display of the status to certain publishers only.

Ability to add third-party networks 3

The Orbit Ad Server system allows a flexible, functional blending mode of advertising, so you can easily combine your own network with third-part advertising networks. It’s an easy way to unlock the huge potential renvenues in the third-party ad market.

Have you considered using third-party networks but been unsure how to manage them?

Leave a comment or a question, and we’ll help you get started.

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CPM Advertising: From Managed to Network Placements

In digital marketing, CPM—or, cost-per-thousand impression—advertising is sold in two different ways:

  1. Ad packages bound to specific space on a website
  2. Ad packages that run on a CPM network

Both ways have advantages.

Ads Bound to a Specific Website: Managed Placements

For ad packages that are bound to a specific website, the administrator of a website creates a set CPM packages, indicating the number of ad impressions and cost for each ad slot. The advertiser then buys the placements he wants based on those administrator-defined conditions.

CPM 1

Managed placements are most effective for specialized goods or in cases when the ad space plays an important role for the advertiser—advertising camping equipment on a specific camping website, for example.

Because of the direct pricing and installation, it also helps when the owner of the ad placement system owns the website where the ads will be placed. It’s a smaller, hands-on way of doing business.

Ads on a CPM Network: Run Of Network

The second way, the CPM network, works better for large advertisers who want to reach a broader audience of consumers—say, to promote a new general household product or a mass-market beverage.

CPM 2

On Run of Network, advertisers are not bound to any specific websites at all, and administrators do not have to create a customized package for each website.

Instead, they advertise everywhere and get the maximum audience possible. It’s a bigger, more automated way to handle all the pricing and placements.

We Offer Both Managed and Network

Selling CPM ads in the Orbit Ad Server system used to be dominated by managed placements. We spent a lot of time making tools to help those customers work more profitably and efficiently.

Now, our tools have evolved to give customers the opportunity to choose a more convenient way to do business, by handling CPM advertising across a network as well as managed placements.

But with such big network opportunities in digital marketing, we think our customers need to consider how to reach more market segments and be able to offer advertisers a choice of how they want to advertise.

So tell us: is your business still mostly hands-on?
Or are you doing more network placements?
Regardless of size, which do you think yields the best ROI?

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Stop Worrying About The Calendar: Automatic Start and End Dates for Campaigns

In today’s digital advertising, the ability to customize and control the timing of ad campaigns is very important. That’s why we’ve added a new feature to Orbit Ad Server: Campaign Calendars.

Now when you create an ad campaign, you can also set a date for the beginning, the end, or both beginning and end of the campaign.

This new setting will help our customers manage specific campaign events for their clients, like special offers, limited-time promotions, and other seasonal milestones where the dates are known in advance.

No need to manually start and stop campaigns ever again.

So when it’s the busy holiday season and a company wants a campaign promotion to begin on New Year’s Day and expire after 2 months, all you have to do with the new Campaign Calendar is select January 1 as the Start Date and February 28 as the the End Date.

It’s just that easy.

The Calendar feature began with several Orbit customer requests, so if you think of an idea about how we can improve our ad server to meet your needs, please leave us a comment.

Your feedback drives our business!

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Behavioral Targeting

Following the latest trends in online advertising, Orbitscripts aims to improve  its product, Orbit Ad Server software, by constantly developing new tools and technologies.

Internet marketing is a constantly evolving entity; there are always new, more effective ways of delivering ads to end-users. Today we would like to talk about one such way – retargeting or behavioral targeting, a software technology that Orbitscripts is currently developing.

Retargeting or behavioral targeting is an online advertising mechanism by which an online ad is served to a user that has already seen the same ad, but hasn’t acted upon it, that is didn’t click on it, didn’t make a purchase, etc.

Technically, retargeting is done via ad networks that serve their advertisers across their publishers’ sites.

How retargeting works

About 95% of visitors leave a website without a purchase.  A company needs to have seven “contacts” with a customer before he or she makes a purchase.  Ad networks sort out users that have visited a certain site without buying anything.  These visitors are shown the ads from the same advertiser when they click within networks’ websites. This increases the expectancy of a purchase, click, etc. Displaying the ad that the user has seen before increases the frequency of ad-consumer interaction and the effectiveness of ad campaigns.

Behavioral targeting can be used not only to make a visitor click on the previously displayed ad, buy, etc., but also to identify niche (TARGET) audiences:  information on visited pages, viewed ads, interests in products (if it’s an online store), etc.

Many studies have also shown that CTR of behaviorally targeted ads is higher than that of content-oriented ads.

The demand for ad placements has significantly decreased. At the moment advertisers show more interest in customer tracking and analysis, as well as in acquisition of niche (TARGET) audiences, rather than in buying specific space on websites.

Thus, behavioral targeting is becoming the standard in online advertising.

Follow Orbitscripts for news and updates!

Feel free to contact us anytime for any questions.

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