Online Publishers Turning to Ad Networks to Sell Unused Inventory
Online publishers are increasingly turning to ad networks to sell unused inventory, according to a study released by the International Advertising Bureau (IAB) and Bain & Company.
In 2007, ad network accounted for 30% of total ad impressions, up fro 5% in 2006.
Two reasons were given for the growth:
“What this benchmark study tells the industry is that there is a need for more sophisticated yield management on the part of premium publishers, for stronger partnerships between publishers and ad networks, for development of best practices, and more focus on the value of interactive advertising,” said Sherrill Mane, senior vice president, Industry Services of the IAB. “Our industry is at an important juncture and now is the time for publishers to adopt strategic approaches to the use of ad networks who themselves have become critical players in the digital ecosystem.”
Here are additional nuggets of information from the study:
Related Reading:
Two Large Ad Networks Embrace Behavioral Targeting
Local Advertisers Shifting Dollars to Internet