Even though ad exchanges and networks were created to lubricate the buying and selling of digital ad inventory, the system is still far from slippery. One lingering issue is that of transparency: when online publishers cant sell all their inventory directly to advertisers (often at a premium), they list the leftovers on an exchange. But if buyers know they can snap up exchange inventoryat a likely much lower pricethey wont agree to the direct deals up front. Publishers lose their premiums, CPMs go down, and everyone shakes their heads at digitals failure to launch. That's why digital publishers have begun to introduce transparency controls into their exchanges, allowing them to sell leftover inventory without revealing their identities. Yahoo!s Right Media, one of the webs largest RTB exchange platforms, will try quell those complaints for its partners with the introduction of a new set of publisher-friendly tools. The company, which services 250,000 publishers and up to 60,000 advertisers, announced today that it would give sellers control over what inventory theyre selling, at what price, and at what level of visibility. All of these controls will give publishers more comfort in leveraging RTB as a capability and more effectively manage yield, said Ramsey McGrory, head of Right Media and VP of North American marketplaces. Features like transparency controls arent newmost ad networks offer some sort of tool to provide such options to publishers. That doesnt... Continue reading at 'AdWeek'
[ AdWeek | 2011-07-28 00:00:00 UTC ]
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While it may not apply to overall advertising budgets, "big" was in for individual ad pages that ran in MPA member magazines in 2010. According to data collected by MagazineRadar, high-impact ads that ran on heavy stock were up 19 percent in 2010 and the actual ad size increased as well: the... Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-27 00:00:00 UTC ]
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By Tim Conneally, Betanews Wednesday, Web retailer Amazon launched its Kindle Singles line of literature designed specifically for consumption on e-readers. The works, priced between $1.00 and $3.00, include original works of prose, essays and theses, and the the first TEDBooks.Last October,... Continue reading at Betanews
[ Betanews | 2011-01-27 00:00:00 UTC ]
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In two acquisitions this month, Fry Communications, a leading publication printer, has added to the array of services it offers customers. Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-27 00:00:00 UTC ]
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That might be the best news yet, as long as publishers remember why they went into bankruptcy in the first place. Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-21 00:00:00 UTC ]
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Ten years ago, as the prospect of monetizing Web sites started becoming a reality for publishers, different departments butted heads over prime real estate: editorial wanted it for content; sales wanted it for advertising; marketing wanted it for promotion. Today, as the emphasis shifts away... Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-20 00:00:00 UTC ]
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Publishers are launching iPhone and iPad apps on a daily basis (unless you're Bonnier, then it seems almost hourly). Many are coming from the usual suspects with deep pockets--Hearst, Conde Nast, Time Inc. etc. Continue reading at Folio Magazine
[ Folio Magazine | 2011-01-19 00:00:00 UTC ]
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