Selling inventory to multiple advertisers Direct advertisers, ad networks and ad exchanges
Publishers can sell advertising space to different types of organisation <ul><li>Advertisers that buy space directly from ...
Direct advertisers are attractive buyers for publishers’ inventory, where publishers can find them Benefits <ul><ul><li>Ha...
Ad networks give publishers access to a large numbers of advertisers Benefits <ul><ul><li>Hard for publishers to measure “...
Ad exchanges offer publishers an exciting alternative route to sell inventory Benefits <ul><ul><li>Different ad exchanges ...
Thank You! Join in the discussion, ask questions and suggest new topics.  http://www.openx.org/online-advertising-explained
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Selling Your Inventory To Direct Advertisers, Ad Networks And Ad Exchanges

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So you're a website and you want to make money from online advertising... but where can you go to find advertising to display?

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Selling Your Inventory To Direct Advertisers, Ad Networks And Ad Exchanges

  1. 1. Selling inventory to multiple advertisers Direct advertisers, ad networks and ad exchanges
  2. 2. Publishers can sell advertising space to different types of organisation <ul><li>Advertisers that buy space directly from individual web publishers </li></ul>Ad networks Ad exchanges Direct advertisers <ul><li>Sell space (inventory) on behalf of multiple websites to multiple websites </li></ul><ul><li>Generally take a “revenue share” </li></ul><ul><li>Examples: Google Adsense, Commission Junction, Tradedoubler </li></ul><ul><li>Auction inventory to the highest paying advertiser / ad network </li></ul><ul><li>Different models </li></ul><ul><li>Examples: Right Media, Traffiq, ADSDAQ </li></ul>
  3. 3. Direct advertisers are attractive buyers for publishers’ inventory, where publishers can find them Benefits <ul><ul><li>Hardest to find / negotiate with </li></ul></ul><ul><ul><li>Often not interested in dealing with individual publishers </li></ul></ul><ul><ul><ul><li>Time consuming </li></ul></ul></ul><ul><ul><ul><li>Seeking websites with proven reputation </li></ul></ul></ul><ul><li>Pay the best rates </li></ul><ul><ul><li>No middle men taking a cut </li></ul></ul><ul><li>Relevant ads </li></ul><ul><ul><li>Advertiser seeking websites with relevant audiences </li></ul></ul>Disadvantages
  4. 4. Ad networks give publishers access to a large numbers of advertisers Benefits <ul><ul><li>Hard for publishers to measure “value” ad network is adding </li></ul></ul><ul><ul><ul><li>Makes it hard to compare performance of different networks </li></ul></ul></ul><ul><ul><li>Can be costly </li></ul></ul><ul><ul><ul><li>Some revenue share deals only leave publishers with a small cut of the advertising spend. </li></ul></ul></ul><ul><li>Make large numbers of advertisers available to each publisher </li></ul><ul><li>Minimize amount of work publisher needs to do to serve ads, e.g. </li></ul><ul><ul><li>technical work </li></ul></ul><ul><ul><li>manage relationship with advertisers </li></ul></ul>Disadvantages
  5. 5. Ad exchanges offer publishers an exciting alternative route to sell inventory Benefits <ul><ul><li>Different ad exchanges offer different models </li></ul></ul><ul><ul><ul><li>Real time auction vs prepay </li></ul></ul></ul><ul><ul><li>It can be unclear which model provides publishers with the best deals </li></ul></ul><ul><li>Should maximize revenue by selling inventory (advertising space) to the highest paying bidder </li></ul>Disadvantages
  6. 6. Thank You! Join in the discussion, ask questions and suggest new topics. http://www.openx.org/online-advertising-explained

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