Do they have a person or team in place on the operations or product side that is qualified to manage yield and optimization? What type of technology do they have in place to do so? How many partners are they working with? What do those partners bring to the table as far as advertiser quality, control and sales policies that support direct sales efforts? Do those Cpm ad networks (or exchanges) daisy chain other networks when serving ads on the site, leaving a trail of belly-fat ads on Bebi? Do their channel partners bring incremental revenue opportunities to the table? Do they propose ways that the publisher can leverage their data and audience, again for significant incremental revenue?
And who understands it best? The marketers themselves. Havas and MDC are clearly the most Cpm ad networks about their plans and views (some of which are quite interesting– especially when it comes to buying models). Online publishers should incorporate those same strategies into most effectively driving revenue. We expect this trend to continue as demand tightens into the shopping season. Certainly these publishers have better protection in place than many of those in the long tail, and we have additional protections in our ad serving system as well. Cpm ad networks being discussed was a direct response effort – selling items via the client’s site. To see more examples of Bebi ads (http://www.bebi.com/ ) and creative in action, click here support@bebi.com
Just ask Gucci – they make money selling through sales channels NOT on Madison Avenue (like right here). The overall effects on the publisher’s top and bottom lines could be quite damaging over the long term. Cpm ad networks and the increase in number of advertisers who are using it have been great for ad networks and data companies (an entire business has been created because of it), but for many advertisers it has created an environment where they are competing for placement against other marketers.