I was at an agency the other day and the buyer told me she buys my online property through Valueclick - what is ValueClick and how come the buyer won’t buy me direct.
ValueClick is an ad network.
Many websites will use ad networks to sell off remnant inventory based on a revenue split where the ad network keeps a percentage of the CPMs earned.
In this case, ValueClick more than likely has a relationship with the online property and as a result can sell inventory into the online property at a substantial discount because the inventory is considered remnant.
If the media buyer can buy my web property so cheap through an ad network, then how can I compete?
In my opinion, you should focus on high impact elements that deserve a premium.
Site skins, home page takeovers, clutter busters and road blocks are all high impact placements that get a very high share of voice, if not a full 100% SOV. Since these units are not remnant, ad networks don’t have access to them.