Five Things to Know about Buying and Selling Audience Data, From a Publisher's Perspective
publication date: Jul 30, 2009
Some online publishers have responded to the explosion of ad networks’ performance-based offerings (and subsequent rate pressures) by developing their own vertical ad networks—attempting to extend the halo of their premium brands to less premium inventory. Some have rejected ad networks entirely, taking the short term revenue hit to reinforce that direct buys are the only way to get their special inventory, in their particular context. And some sites are (again) exploring the age-old route of enticing customers to pay for access to high quality content.
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