http://blog.rightmedia.com/2006/09/19/the-publisher-dilemma/ Tue, 18 Nov 2008 15:26:03 +0000 http://wordpress.org/?v=2.0.4 http://blog.rightmedia.com/2006/09/19/the-publisher-dilemma/#comment-152662 Thu, 22 Mar 2007 16:23:36 +0000 http://blog.rightmedia.com/2006/09/19/the-publisher-dilemma/#comment-152662 [...] There are many reasons why this won’t happen, regardless of whether these high-profile efforts are successful (Mike Walrath discussed this earlier.) But this doesn’t lessen the need for both media sellers and advertisers to start thinking about separate strategies for inventory used for branding and inventory best used for achieving performance objectives such as efficient reach or “cost per whatever” (hat tip to Dave Smith, Mediasmith). [...] […] There are many reasons why this won’t happen, regardless of whether these high-profile efforts are successful (Mike Walrath discussed this earlier.) But this doesn’t lessen the need for both media sellers and advertisers to start thinking about separate strategies for inventory used for branding and inventory best used for achieving performance objectives such as efficient reach or “cost per whatever” (hat tip to Dave Smith, Mediasmith). […]

]]> http://blog.rightmedia.com/2006/09/19/the-publisher-dilemma/#comment-33075 Thu, 09 Nov 2006 23:00:53 +0000 http://blog.rightmedia.com/2006/09/19/the-publisher-dilemma/#comment-33075 [...] Howard also adeptly spoke to countering misperception about the model which was evidenced even in the title of the panel. He stated that an exchange will not kill the upfront. “It’s an adjunct,” he said. The two processes should work side by side. Similarly, an auction-based approach to selling non-premium inventory online will not hurt premium ad sales or devalue brands as long as publishers sell their inventory as two distinct products—one for brand advertisers and one for DR buyers. Pressing this point is crucial for broader industry adoption (more color here). [...] […] Howard also adeptly spoke to countering misperception about the model which was evidenced even in the title of the panel. He stated that an exchange will not kill the upfront. “It’s an adjunct,” he said. The two processes should work side by side. Similarly, an auction-based approach to selling non-premium inventory online will not hurt premium ad sales or devalue brands as long as publishers sell their inventory as two distinct products—one for brand advertisers and one for DR buyers. Pressing this point is crucial for broader industry adoption (more color here). […]

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