Can AOL’s ‘Barbell’ Ad Strategy Save Digital Publishing? http://bit.ly/1dhjKIy
Digital publishers have long cast a suspicious eye on the “programmatic” ad market, worried that allowing automated buying of their ad inventory would damage their high-margin direct-sold business.
With good reason: why would an advertiser pay top-dollar buying direct from a publisher when digital middlemen can offer the same audience and the same environment for a fraction of the price?
Publisher uneasiness with third-parties was on display last week when News Corp. announced it was creating its own private ad exchange, and banishing third-party ad networks in the process.
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