Direct Ad Sales is The Way to Go
I read an interesting article in the New York Times a couple of days ago, and I want to share it with you. It seems that many large websites are creating their own ad "networks" to sell remnant space on their websites. Instead of the teeth whitening and belly flattening ads you are accustomed to seeing on large websites, you may actually begin to see some better targeted advertising.
The publishers are able to accomplish a few things when starting their own advertising networks. First, they are able to eliminate the middle man from their ad sales. Instead of paying an outside ad network to aggregate advertising, the websites are able to work directly with their advertisers.
Secondly, the publishers are able to offer more targeted (and more relevant) advertisements to their visitors. This should encourage higher click throughs and better conversion rates for advertisers. Again, this will help increase the CPM for publishers who find that advertisers are able to offer more money for their remnant positions.
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