Advice for Publishers Shopping for File Delivery Systems
With the new year on the horizon, publishers working without file delivery systems for their advertising needs may want to add one to their list of resolutions. With the advent of Web-based versions of these digital tools in the past decade, ad workflow has forever changed—yet not every publisher has climbed onto the bandwagon to find a technology partner just yet.
Alan Darling, executive vice president of AdSEND, spoke with Publishing Executive Inbox about some of the advantages of adopting this type of technology.
INBOX: What is the biggest mistake publishers make when it comes to working with file delivery systems? How can they be sure to avoid or overcome this?
ALAN DARLING: … [They] limit their view of what a file delivery system should be. Is it simply a replacement for a CD in a FedEx package, or something more? We believe it should be the store front to a digital supply chain.
The tools provided to the senders should add value to their process while enforcing the standards required to ensure that the files they send match the specifications to make them run smoothly through the target workflow. The tools should also capture metadata as far upstream as possible. This metadata will allow both senders and publishers to track and measure performance. If you measure it, you can manage it.
While this is particularly true of ad submissions, it is also true of submitted editorial content and photography.
Publishers can overcome this by understanding their total workflow, up and down the supply chain, and finding a technology partner to work with—not just a shrink-wrapped software vendor.
INBOX: What advice would you give to a smaller publisher who is weary of technology and still goes about managing their ad workflow without a Web-based service?
DARLING: Smaller publishers have the same problems as larger publishers—sometimes worse—as they can have less sophisticated ad suppliers. Larger publishers are jumping onto the AdPORTAL bandwagon, which gives the perception that as a solution it’s out of their league with a commensurate big price tag. This is not true. There are many ways of skinning the ad delivery cat. The smaller publishers should call the vendors … to explore the range of products they can access.