Display Ads: How Direct Buys and RTB Interact

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More savvy publishers — often with larger quantities of site visitors and better earnings goals — either turn to promoting their inventory without delay to advertisers through direct ad sales, or by outsourcing it to an ad community that handles it on their behalf. Direct ad sales typically yield the maximum RPM Revenue Per Mille — or income per thousand pageviews for publishers, especially if their stock is highly prominent. Direct sales usually require more era, like an ad server, in addition to people to deal with ad operations like setting up campaigns, updating creatives and dealing with consumers.

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