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Being a small publisher isn't always so glamorous. One of the most difficult aspects of being one: selling ads.
Like it or not, size matters to online media buyers. That means that many small publishers with great content and quality audiences don't get the attention they deserve and have to rely on ad networks and exchanges to sell their ad inventory.
Publishers and agencies often have a hate-hate relationship with advertising networks. But as much as ad sellers might hope, it doesn't look like networks are going away any time soon.
In fact, according to Adify study released today, ad network adoption is up 24% since May of 2008. At during "The Future of Ad Exchanges & Networks" panel at the OnMedia conference in New York on Tuesday, it became clear that ad networks are far from dead. And while they may not be called ad networks next year, the technology will continue to exist and thrive.
Rob Jonas, who was Google’s director of strategic partnerships for Europe, recently left the company to join mobile advertising network InMobi and establish a London office.
I've been talking to Rob about his reasons for joining InMobi, and the mobile advertising market in Europe..,.
I've been asking Impact Radius co-founder Todd Crawford about why he thinks the startup will catapult the performance advertising industry forward...
Ad networks: good or bad? That's a debate that's been raging for years. On one hand, ad networks serve a purpose in moving inventory that isn't being sold in-house. On the other, some argue that they do more harm than good by devaluing that inventory.
Some big online publishers, including ESPN, have already ditched ad networks. But now the online media industry is set to watch as the largest online publisher to date says sayonara to ad networks.
Publishers could be missing out when it comes to international visitors to their sites, with only 17% of revenue coming from overseas visits, despite international traffic accounting for 28% of visits.
Magazines are desperately searching for new ways to stave off the bleeding of their advertising losses. Last week they came up with the idea of an online marketplace that could bundle and sell subcriptions to e-readers. Now they're thinking of ending their love/hate relationship with ad network by creating one of their own.
That is an endeavor easier said than done.
There are more opportunities than ever for developers today but that doesn't mean that making money is always easy. Some of the most attractive platforms for developers are far from perfect and fraught with risk.
Some Facebook app developers were reminded of that this weekend when their applications were shut down without warning due to ads served up by the third party Facebook ad networks many of them rely on to generate revenue.
There are a lot of reasons that CPM advertising can suck. In a post on TechCrunch this weekend, Shelby Bonnie, the co-founder and former CEO of CNET discusses many of them.
Because of CPM's many faults, he makes the argument that online publishers and advertiser simply need to "kill the CPM". In other words, go cold turkey on selling ads on a CPM basis. What to replace it with? We'll figure that out later.
Online criminals are looking to infect your computer and they're increasingly turning to online ads to deliver malicious software.
The New York Times was recently hit by a sophisticated scam in which criminals pretended to purchase ads for a well-known, legitimate brand, only to later serve an ad hawking fake anti-virus software laced with malware.
When visitors to The New York Times website began falling victim to a fake anti-virus ad that attempted to install malware on readers' computers, some, myself included, suspected that the ad was probably being served through an ad network.
According to The Times, about half of the ads that are served on its website come from ad networks and they are an obvious target for scammers looking to distribute rogue ads that deliver malware.
But as it turns out, the rogue ad that was wreaking havoc with some Times readers was actually sold by The New York Times itself.
AdSense publishers received some potentially good news the other day: Google is opening up AdSense to third party ad networks.
The move, which will enable these ad networks to compete with AdWords advertisers for available AdSense inventory, is clearly designed to boost Google's revenue from the AdSense program.
Google believes that "more competition [will translate] into better ads and increased revenue in the long run". Because Google shares revenue with AdSense publishers, any gains seen by Google should also benefit publishers.