We wanted to sit down with Mike Glover, Kontera’s Director of Business Development, to talk about the last three and half years and the growth Kontera’s seen with its publisher network.
You’ve been with Kontera for a number of years now and have worked with 1000′s of publishers. What in your opinion separates Kontera’s In-Text solution from other offerings in the market?
I think first and foremost you have to realize that the founders of Kontera invented the idea of In-Text and, to a large degree, contextual advertising as a whole, back around the year 2000. This was before AdSense if you can believe it. The team of people that have been working here for that long have been the pioneers of the In-Text industry and everything that it encompasses for the three main players involved- advertisers, publishers and users.
Kontera focuses on delivering a technological solution that equally serves all the relevant players, so when we talk with publishers and introduce them to our philosophies around In-Text, it leaves them with an easy decision as to who to work with. We strive to give publishers the means to generate revenue from the most popular portions of their sites while maintaining the balance of their bottom line with their readership. If you can give the publisher the ability to maintain their advertiser integrity, i.e. the most contextually relevant offering that their readers are interested in, while increasing their RPM by an average of 20%, it’s a win all the way around.
Where do you see In-Text going in the coming years?
Well, from where it started, giving advertisers the ability to buy search keywords within content, to where it is today, it’s almost impossible to figure out what’s coming next. Kontera is continuing to offer new ideas and options for the publishers/advertisers/users as to how they interact with the In-Text unit. We’ve given new meaning to the value of the click by going beyond just a new revenue opportunity.
Kontera offers related content, related videos, search capabilities and we’ll continue to listen to the publishers within each market to see how to tailor the In-Text unit to their needs. Our newest product, the Kontera Hybrid, is almost 100% customizable to the publisher’s preference between revenue and user offerings. I believe that just as you see AdSense within close to 85% of the sites out there, In-Text, in some form or another, will be utilized by as many publishers within the coming two years.
What would you say is the best part about working at Kontera?
Tough question. No, just kidding. Having worked at large companies like NBC and Bank of America, Kontera has the unique combination of ‘big’ company operations with the ‘small’ company philosophy. It’s amazing in that at any time you can find the CEO sitting down with the Account Management Team just to get a feel for what’s happening with the publishers in the Food and Living category, for example, or you’ve got a team in San Francisco talking with a team in Israel over a video chat about what improvements we can make to the ad layer to help meet an advertiser’s requests.
It’s fast paced, it’s diverse and it’s rewarding. You couple that with the lunches that are brought in from the neighboring restaurants and it’s a tough place to leave.
This interview is part of our blog series “Kontera’s Backstage Pass”. Read more: