1. advertisers are buying ROI – they dont buy a media because they are looking to, they buy a media due to a enterprise benenfit. 2. where the company advantage is seen as a lead/acquisition point of sale the value in paying only for a result’s substantial as cost/result has a linear relationship3.
as behavioral focused on grows, the person with the best known user base will win the bulk of the deals. as ad networks can work across a wider range of related media to permit advertisers to target, they could be in a position to provide large inventory volumes and high ctr’s4. the media cost via an ad network is usually at a chit to a premium websiteUpdated: CBS Interactive is cutting the cord on third party ad networks and some online ad exchanges constructive immediately, paidContent has found out. The agency is making ready its own ad serving platform, dubbed Madison, to power the CBS Interactive NYSE: CBS Premium Ad Network for its group of homes, making a bet that it can better handle its own stock as the economic climate begins to improve. The choice to go in house was first said by AdAge. Thanks to its acquire of Cnet last year and its moves since then, CBS can claim 200 million per month users across its sites, securely placing it among the many top 10 global web homes.
By taking back its stock from ad nets, CBS is checking out the load of that acquisition. CBS Interactive’s stock pullback from nets reminiscent of Advertising. com and ValueClick NSDQ: VCLK, could spur other publishers who have desired to make identical moves. Fo now, it joins a number of other high profile publishers akin to Time Inc. NYSE: TWX and Hearst, who’ve made some extent of withholding inventory from ad nets this past year.
But ad networks insist that, despite making headlines, it won’t make much change to their continued growth. As Mike Cassidy, CEO of ad net Undertone Networks, tells AdAge, there is some fear about Yahoo’s plans to block some third parties from its Right Media trade. Yahoo’s message to the ad nets is particularly simply this: add value through data and more sophisticated concentrated on or get chopped.
