» An app developer broke ranks last week to tell of his big iAd bonanza payout - a cool $147 eCPM. There's been some subsequent analysis by industry insiders. There is a particularly good break down of the initial iAd campaign numbers from Greg Yardley, Vice President of Product at Flurry. In the post, Yardley, pays particular attention to the CTR and how it can be attributed to the novelty factor of the new format. An accidental click here and there are clearly contributing to the high CTRs. Although he does point out that even if that figure did drop to the mobile ad standard of 1% it would garner iAd participants an $18 eCPM - still a relatively high figure. Yardley also makes the point that $60 million is unlikely to last Apple long given that a 10% CTR will burn through this sum of money in a matter of weeks. Fascinating read from a proper insider. [Yardley.ca]
» "DSP" continues to be the media buying buzzword of the day - and the numbers clambering on to the bandwagon continues to rise. Every man and its dog is now saying it's a DSP because that's what the industry thinks the agencies want to hear. But the reality is that a good chunk of of these "DSP" offerings are just building on top of the Invite or AppNexus platforms. Granted there are some with proprietery technology but they can't call themselves platforms in the truest sense. They're effectively an optimisation layer that delivers better campaign performance for clients. What's wrong with that? It's a perfectly good USP. I think that "performance with price and inventory transparency" would resonate more with agencies. But I digress. There is another clarification piece on the fabled DSP over on iMedia. Ajay Sravanapudi, founder and CEO of LucidMedia (a former ad net and now a fully-fledged demand side platform) rattles through some of the myths surrounding DSPs. [Imedia]