Today OpenX has announced that they have acquired JumpTime. JumpTime is a company that helps publishers determine what each of the location, income, education level, and propensity to buy the product that the advertiser has sold. OpenX CEO Tim Cadogan said that the merger would lead to technology that makes it easier for publishers to ?connect the left brain and the right brain of the publishing organization.?
?You have to produce content that is exciting,? added Mr. Cadogan. ?The way you make money is advertising. Those two worlds need to be connected.? Instead of focusing on pages that generate high C.P.M. rates, or cost per thousand views, publishers should focus on content that encourages users to go deeper into a site and spend more time there, he said. ?If the publishers are able to create more engagement on good content, then those are great places to advertise,? he said. ?That?s where you want to be.?
When OpenX integrates JumpTime technology into their platform, publishers will have access to a dashboard that shows in real time what the value of each photo, each article, and other content is on a web page.
OpenX senior vice president and former CEO of JumpTime Michele DiLorenzo said that a publisher can focus on attracting users to content that generates $18 for every thousand views or focus on drawing users to many pieces of content that has lower individual CPMs, but can end up generating higher total revenue.
?If you only think about the immediate value, you don?t know what value is. You?re going to consistently make mistakes,? stated Ms. DiLorenzo said.