| After all of the rhetoric about ad networks depressing CPMs and undercutting publishers’ brand equity, even branded media continue to rely on ad networks. The nets provide a persistent revenue stream and a source for achieving added reach. How is the relationship between networks and publishers evolving? Are some networks modifying their models to appeal to publishers’ needs to maintain CPMs and brand equity? Are the newest optimizations tools performing as advertised for publishers or are they just another under-utilized tech toy? And have the nets and publishers found ways of resolving the sales channel conflicts that some say undermine a brand’s premium value? |
