I’ve been wondering about something lately.
What would happen if the leading 10-15 publishers in Australia stopped using Ad Networks.
ie – the only way to appear as an advertiser on their site was through them directly.
So, let’s say Fairfax, News, Yahoo!, ninemsn, Bigpond and the larger mid tail players basically stopped accepting networks.
What would be the consequences?
I’d imagine if all they did was stop accepting remnant/third party networks the outcome would be pretty similar to right now. No change.
However, what if they promoted to trade reasonably heavily that they were exclusively available through their own sales team?
And they explained what this meant in an advertiser quality perspective – ie in terms of other advertisers and advertiser volume.
Some Ad Networks recently are selling on ‘the quality of their network’ which always confuses me. How can you sell on a quality foundation when you can never be fully transparent about the sites your ads are appearing on, nor do you own any of the content or pay for its creation directly?
I’m not saying networks don’t play a role – I’m sure they do … it’s just difficult sometimes to work out what their point of difference is besides price. Especially when they also want to play in the wonderfully subjective world of ‘premium’ content.
Anyway – with ad networks I’ve resigned myself to the fact that I am the one who doens’t get it. The problem starts and stops with me. As much as I ask questions and get answers I can never work out why they’re used.
For those who use ad networks a few questions
– why do you use them?
– what do you feel they deliver in a unique sense?
– how do you gauge success and quality?