As the economy remains tight, publishers will continue to seek new ways to drive revenue from existing channels – and new programs that better serve clients. Making better use of data and optimization technologies is the key to both, says Arden’s Wallace Ryland.
While ad networks were once seen as a way to generate revenues and offset ad serving expenses for unsold inventory, they are now viewed as competitive threats to publishers because they cause erosion in CPMs. Agency trading desks pit publishers against a slew of ad networks in a battle for both scale and quality. Full Story
Thinking of launching a private ad exchange? You’re not alone. More publishers are creating private exchanges to sell excess inventory while protecting their audience data. Here are four things to put in place before getting into the business of RTB. Full Story
Scout Analytics forms a research division to help publishers predict online revenue opportunities based on the size and activities of their audience. Separately, Perfect Market is expanding its content optimization platform for social and mobile. Can real digital business models be far behind?
Increasing traffic or targeting on your site isn't necessarily going to bring in more more clicks on banner ads. A new study supports that where ads are on a page and when they're delivered is key to campaign performance. Full Story
Ad networks have become a lot more manageable, but publishers should still tread carefully when choosing to partner with them. Here's a checklist of what to consider before working with an ad network. Full Story
Advertising technology can be confounding for publishers that want to sell inventory in the various mediums in which they deliver content. When will advertising tools become less fragmented? Full Story
ignitAd joins the market of ad optimization tools with a new self-service platform for publishers. The company says it can out-perform Google AdSense to get mid-sized publishers higher CPMs. Full Story
For publishers, real-time bidding is both exciting and terrifying. It can help sell out non-guaranteed ad inventory, but it also risks the same problem as ad networks: selling inventory for a low value. Full Story