Self Serve vs. Ad Networks12 Aug
In AdAge’s article <a href=”http://adage.com/digital/article?article_id=130273″>Ad Networks Appear to Drive Down CPMs</a>, the obvious is stated: that middlemen cut into revenues. However, what the article truly brings to light is the fact that when using ad networks <b>in addition to</b> an "in-house" sales team, the ad network revenue only accounts for 2% of revenue when taking 25% of inventory. That’s not a good number for publishers.
The article didn’t mention whether they examined video advertising, but one may safely assume the numbers are either currently close, or will be soon.
As an video producer, do you prefer to pass along the sales of ads to networks? Or do you prefer to do it yourself? … Or, are you trying to combine the two?
