The Web continues to expand in scope, interconnections, diversity, and accessibility. The visitor darts among search, sites, social-media/activities, and dedicated applications with increasing mobility and liability. No longer can the site-owner present only “own” catalog/content and expect to engage the visitor for long. No longer can the digital-content owner build a fence around content and rely on search, advertising, links from aggregates, or visitor loyalty to deliver a reliable, revenue stream.
The fortress or walled-city-state model of a web of largely isolated sites and content-sources is dying. Imagine if physical products were only offered for sale at the factory and buyers were required to visit each factory to buy items produced there! The visitor expects to engage content in context of relevant activity and intention-focus, regardless of where he or she might be in cyberspace.
This revolution in visitor behavior presents a major challenge to the walled-web of fortress city-states that bind content (largely own or proprietary) to location at design time. Site-owners have neither the time nor the expertise to maintain full awareness of potential content-sources or presentation opportunities (both internal and external!) relevant to their objectives. Content owners have under-developed sales/distribution capabilities, relying today either own- monetization of visitors or bulk-content contracts with enterprise buyer/publishers.
Few are prepared to respond to this evolution from location- web to visitor-in-attention/activity- one. The Digital Scirocco Market meets this challenge by operating the world’s most advanced per-impression digital-content exchange. We remove the friction between the creation, publishing and consumption of content, matching digital content with presentation opportunities to place the right content in front of the right visitor at the right time and place, maximizing the realized value for both buyer and seller. Providing full flow-control to both publisher and content-owner, DS uses efficient market-based mechanisms to execute per-impression auctions between candidate digital assets and presentation opportunities, in real-time and per-impression.
Combining discovery, targeting, rights/payment management, and delivery in a single integrated platform, DS frees content from the confines of fixed-at-design-time locations and allows it to flow to where s value can be fully realized, whether within site or across the web. Similar to a stock exchange, Google keyword auctions, or other efficient markets, DS tracks visitor-in-context to discover and optimize the value of location and content.
The Longest Journey Begins With First Step+
The above argument is both abstract and risk-laden. To continue our walled fortress-city analogy, it would be reckless to simply tear down the walls. Rather, we could establish gates that can be progressively widened as the opportunity is understood and the path clarifies. DigitalScirocco provides both that gate and gate-keeper. Example immediate steps for the site and content owner are suggested below.
Content Owner Opportunities
Current bulk-sales models are not only high cost-of-sales, but also require human editorial staff on the buyer-side. These together limit the market to only the largest customers and highest-value static uses of content. Content-owners can immediately offer a lightweight, hosted product based on targeted per-impression sales/distribution for both new and existing customers and markets. Primitive versions of this capability, based on traffic rather than direct-monetization, are provided by existing ad networks, but quality destinations are reluctant to trade traffic for content of dubious quality that optimizes to advertiser, not site, objectives.
The proprietary and patent-pending DS auction platform guarantees optimal performance with respect to both source and destination. Our cross-source semantic content model enables targeted visitor-in-context placement of any content, in both primary and supplemental roles, while our market-based mechanisms optimize each placement with respect to content/seller and placement/buyer objectives.Another step on this path is to enter our public market, gaining access to the broader emerging market for content that performs.
The web continues to expand in scope, interconnectedness, diversity, and accessibility. The ongoing revolution in visitor behavior presents a major challenge to the traditional web. s per-impression sales and distribution platform meets this challenge by providing the world’s most advanced per-impression digital-content management. We remove the friction between the creation, publishing and consumption of content, matching digital content with presentation opportunities to place the right content in front of the right visitor at the right time and place, maximizing the realized value of content for both owner and publisher.