As Ad networks Bloat Up…Costs Way Down

12 Aug

Adapted from Marketing Vox

Use of ad networks increased form 5% of total ad impressions sold in 2006 to 30 percent in 2007, according to the “Digital Pricing Benchmarking Study” from Bain & Company.  Yet as online publishers see growth rates of 20-30 percent in ad revenue, the advertising opportunities leaves publishers with excess inventory that they sell to ad networks at up to 90 percent discounts versus direct sales rates, Bain said.

That’s because unless you are unkown and simply trying to get eyeballs…they simply don’t work, regardless of the desperation of  marketing managers.–Jeff


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