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ParkLogic Next - Part 1


It’s not often that I directly highlight what my own company, ParkLogic, has been working on to better monetise domain traffic. This time I’m going to make an exception. We’re really excited to announce that several weeks ago we completed the migration of the last of the ParkLogic clients onto our new Next platform.

Around 3 years ago, based upon all the knowledge we’d gained monetising domain traffic over the previous 8 years we made the decision to completely redevelop the ParkLogic platform from the ground up. At the time we had huge aspirations about the development being a 12 month project but like many things involving technology it took a little bit longer… just over 18 months longer. This was largely the result of an unending stream of awesome ideas!

During much of this time the team have been managing two platforms while continuing to forge ahead with the development of Next. Let me assure you this was no small feat and in many respects the journey developing the Next platform was exhausting while at the same time exhilarating. Exhausting because of the level of work involved in building the platform and exhilarating because of some of the fantastic tech being constructed is going to really benefit clients.

One of the really great things has been the retiring of our legacy system. It’s been a good faithful workhorse for many years but it lacked a number of innovations that will help future proof clients monetising their domain traffic. Moving forward, the team will now be entirely focused on developing out an extensive list of great new features for Next.

Much of the technology developed is behind the scenes, such as, advanced matching systems that better bring together domain name traffic and advertisers. As always, the goal is to extract the maximum value from domain traffic for clients.

To provide an example of the targeting capabilities of Next we can now target German speaking users in New York who are using Chrome in English on an IOS device between the hours of 1 and 2pm with a specific advertising message.

The goal with Next has been to provide advertising networks with access to highly localised users on a global scale. We believe this is where the future of online advertising is headed and we wanted to ensure that ParkLogic is well positioned to take advantage of this on behalf of clients.

As you may have guessed, as well as the traditional parking solutions, Next has massively expanded its capacity to integrate many more direct advertising networks into the mix. A real-time auction takes place within 100 milliseconds that determines who is willing to pay the most for each piece of traffic. This then provides value for both the advertiser as they purchase valuable domain traffic and increases the yield for the domain owner.

The traffic targeting systems and auction process are just two of the innovations that are helping us provide superior returns for domain traffic. In the next article, I will discuss the client front-end interface and some its features.

ParkLogic Next - Part 2
Personal Musings - Learning to Relax...

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