Domain parking company speaks out in favor of ad feed provider changes.
In its latest newsletter to clients, DomainSponsor discusses changes at its ad provider (Google). As you may know, Google has been “cleaning up” the domain channel (Google’s words, not mine). This means focusing on quality traffic and cutting (or discounting) the rest. So far I’ve seen a lot of domain parking companies nod grudgingly about how this is necessary for the long term of the industry, but in DomainSponsor’s latest newsletter it came out and spelled it out. DS should be commended.
Below is the text of its commentary about the changes:
As many of you know, the top search ad providers have increased their focuson the quality of traffic sent to them over the last six months. While every parking company is working through these changes, DomainSponsor wants to be direct with you, our clients, about our position on these changes and how they may impact you moving forward.
This new focus not only includes checks for invalid clicks but now includes measuring the conversion of traffic with advertisers. For many of us, this change has come with its own set of challenges that require restructuring systems, processes and business guidelines. And to these changes, DomainSponsor says:
It’s about time.
The market system that underpins our industry requires trust. Advertisers have to trust that behind every click is the possibility of a sale. When that trust is lost, then everyone who depends on the investment made by advertisers loses. DomainSponsor, like you, is in business for the long term. It’s our goal to maintain and build that trust whenever possible – for the sake of the long term.
Reinforcing the value of trust in the marketplace is too complex of an issue for even the largest parking company to do alone. It has always been necessary for the search ad providers to step in — and up — to the challenge by helping shed light on what advertisers want and need from us.
With that now done, DomainSponsor is taking the lead as the largest parking company to set a new level of standards for performance. Working with our primary search ad provider, DomainSponsor will continue to use a multipart quality analysis of traffic on our network. This process will allow us to
take the time necessary to identify traffic that does not or has not met quality standards. Clients whose quality is consistently below an acceptable level may see their payment terms extended and/or access to feeds removed.
Why are we telling you this? We want you to know that DS is committed to maintaining our position as the leading place for you to monetize your domains. The majority of our clients deliver the kind and quality of clicks that will deliver higher payouts from the search ad providers. In short, this focus will benefit everyone on the DS network.
These changes are about making our industry work for everyone well into the future. We want advertisers to know that working with domainers who park with DS is the single best way of assuring that they are getting the customers they seek. We want them to know that when they see your domain on one of our landers, it’s a partnership they can trust.