The DoubleClick Ad Exchange is a real-time marketplace to buy and sell display advertising space. By establishing an open marketplace where prices are set in a real-time auction, the Ad Exchange enables display ads and ad space
to be allocated much more efficiently and easily across the web. It’s just like a stock exchange, which enables stocks to be traded in an open way.
Participants in the Ad Exchange?
• The large online publishers (sellers)—websites like portals, entertainment sites and news sites
• Ad networks and agency holding companies that operate networks (buyers)—companies that connect web sites with advertisers.
But it’s not just the direct participants who benefit. As an individual investor, you can buy and sell shares on the stock exchange through an online broker, without needing to plug in to the NYSE mainframe. It’s the same for AdWords advertisers and AdSense publishers who get access to the extra publishers and certified ad networks in the Ad Exchange, through their AdWords or AdSense interface. Similarly, advertisers who use other participating ad networks can get the benefits of the Ad Exchange.
What does the Ad Exchange mean for the display advertising ecosystem?
Sellers in the Ad Exchange:
• Can make the most money for their ad space, every time a page on their site loads with an ad (called an “impression”). In the past, too many sellers had inventory unsold or sold for a price below its potential market value.
• Get access to many more advertisers, while still being able to control who can advertise on their site.
• Benefit from simplified reporting and payments—a single exchange manages it all.
Buyers in the Ad Exchange:
• Get access to many more websites and more ad space.
• Can use technology that allows them to bid for ad space in real time, depending on how much they value a particular ad impression.
• Have more controls over where their ads run and don’t run.
Google AdWordsTM advertisers:
• Have easy access to the websites in the Ad Exchange, as well as all the existing websites in the Google Content Network—all through their AdWords interface.
Google AdSenseTM publishers:
• Have their ad space available to certified ad networks in the Ad Exchange. This means more quality display advertisers competing for their ad space and higher returns. AdSense publishers get the benefit of this through their AdSense interface, without having to log in to the Ad Exchange itself.
Important concepts in Directory Submission
•Timing of Submission: The directory submission shouldn’t occur in a single day, except it is for an well-known website. For newer websites that are less than one year old, it is suggested to submit gradually. A good quality directory submission service should endow with us an option to submit slowly for best results.
•Submission should be SEO Friendly: We should make sure that the directories in which our websites are submitted are SEO friendly. The listed directories have to be working and should not have any broken links. Directories should be better and old.
•Quality vs. Quantity: At present the web is swamped with directories that have never approved a single listing in years. Make sure your submission service is providing a tracking service so that we can see how the submitted listings are really getting approved.
•Manual vs. Automated: Directory submission should be a manual process. We should not go for computerized and automatic submissions, as they will basically submit our websites to their own network of poor directories.
The Search Engine Process
The most important thing to understand about SEO or Search Engine Optimization is how Search Engine work. Basis this, you will need to implement SEO rules into your website as well outside your website to get the desired results you are looking for. Search engines are complicated and use a varied list of critical operations that allow them to determine how information is found in their database. Lets try understanding how search engines work, so that is is easier to know how ensure your website fits within those methods.
There are typically four functional areas of every search engine.
In order to be of great value to the user, search engines need continuously find new or updated (modified pages on the web and add these pages to its search index database. This process is referred to as crawling. The search engine database is like a huge list or directory that stores and maintains information regarding websites found by a search engine. Search engine utilize numerous computers and servers (computers from where web pages are published on the Internet) from across the globe to gather information from billions of web pages available on the internet.
Who crawls the web: The search engine program that actually crawls through web pages is known as a “spider” or a “bot (short for robot)”, e.g. the “Googlebot“. A web bot or spider (crawler) follows or crawls every link displayed on the website, scans the site’s content and then saves this information to the search index database.
Each search engine follows its own calculation mechanism or algorithm to decide upon the number of sites or pages for crawling, how often the crawl takes place and how many pages to take from the site.
The crawling process: A list of URLs generated from earlier crawls and sitemap (listing of major links in a website) data submitted by webmasters to specific search engines, is required for a search engine’s crawl process to begin. When crawling starts, the crawler visits listed sites, detects links on the pages, changes status of new sites to existing ones, records dead links and updates all this data in the search index database
Calculating Relevance & Ranking: Every search engine has to decide how relevant indexed web pages are to users and the manner these pages are presented in SERPs. Each search engine makes use of specific algorithms for defining the importance, relevance and ranking of its indexed pages. The word “algorithm” refers to the logic-based, step-by-step procedure for solving a particular problem. PageRank (named after one of Google’s founder Larry Page) analyses the ranking of a web page by its links. e.g. every link that points to a page of your site increases your site’s ranking in SERPs.
Most of the Google Algorithms are patented. Few known algorithms are Page Rank, Spelling Check, Synonym Check, Auto Complete, Query Understanding, Safe Search, User Context, Malware Detection Algorithm.
PageRank is important then because it will determine if your site shows up first or last when a potential customers looks for your keywords. PageRank determines the order relevant pages are shown in. Default Page Rank for any page is 0.15. Toolbar Page Rank Range (0 – 10). Real Page Rank is calculated based on number of pages in index, which can be 0.15 to Trillions.
Google’s search process: A Google user submits a specific search query in the search engine. The search engine scans its search index database (searches all of the pages/URLs it has indexed) for relevant content. Google sorts the relevant pages/URLs based on PageRank scores. Google displays a results page, placing those pages/URLs with the most PageRank (assumed importance) first.
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The crash crunch after the demonetisation drive has compelled people to switch over to digital wallets like Paytm.
The company has witnessed about 7 million daily transaction worth over 120 crore, helping it cross $5 Billion GMV sales (Gross Merchandise Value). The company claims that they have crossed the target for the next 4 months. The company is backed by the famed Alibaba/ Ali-express group.
Gross Merchandise Value is a term used for the total work of goods sold through their digital platform.
According to the company vice-president Sudhanshu Gupta, “Paytm has registered over 7 million transactions worth 120 crore in a day as millions of consumers and merchants across the country try mobile payments on the payment platform for the first time. The company is currently doing more transaction as compared to the average daily usage of credit and debit cards in India.”
Paytm has served over 45 million customers in the last 10 days and over 5 million new customers have added since the demonetisation decision was announced. Paytm has over 150 million mobile wallet users.
Mobile wallet companies have been seeing a spurt in the grown in transactions as well as new users who have turned over to digital platforms thus avoiding serpentine quest outside bank ATMs.
Gupta adds, “Offline transactions now contribute to over 65% of the overall business from 15% about six months ago. We are also working on expanding our merchant network by 150,000 additional merchants”.
In India, over 10 lakh offline merchants across India accept Paytm for payment including taxis, autos, petrol pumps, grocery shops, restaurants, coffee shops, multiplexes, and parking lots.
The company has also waived off its 1% transaction fee for transferring money to the Bank for KYC-enabled merchants.
According to an Assocham-RNCOS joint study, the mobile payment transaction volume is likely to register a compounded growth rate of over 90% to reach 153 bn by Financial Year 2021-22. This is against a meagre 3 bn transactions in FY 2015-16.
Mobile payment transaction value in India is also likely to register over 150% CAGR and cross Rs 2,000 trillion by FY 2021-22 from just over Rs 8 trillion as of FY 2015-16, the study titled Indian M-wallet market said.
With over one billion mobile subscribers, India has a promising potential for internet on mobile and the same is expected for payments and business transactions.
Mobile banking segment contributed largest share of 49% in Indian mobile payment market with over 386 mn transactions worth Rs 4,000 bn in FY 2015-16, with majority being money transfers, the study noted.
Besides, share of mobile banking in mobile-payment market has increased tremendously from eight percent in FY 2013-14 to 49 percent in FY 2015-16.