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]]> By: Usable Clicks » Blog Archive » Product Strategies to Fight the Erosion of Ad Rates http://www.usableclicks.com/2009/01/the-fall-from-grace-of-the-premiere-homepage-placements/#comment-4 Usable Clicks » Blog Archive » Product Strategies to Fight the Erosion of Ad Rates Wed, 18 Feb 2009 15:36:21 +0000 http://www.usableclicks.com/?p=5#comment-4 [...] Kevin pointed out a few weeks ago, maximizing monetization through direct buying is becoming increasingly harder to [...] [...] Kevin pointed out a few weeks ago, maximizing monetization through direct buying is becoming increasingly harder to [...]

]]> By: Mike Bohn http://www.usableclicks.com/2009/01/the-fall-from-grace-of-the-premiere-homepage-placements/#comment-2 Mike Bohn Tue, 03 Feb 2009 23:22:33 +0000 http://www.usableclicks.com/?p=5#comment-2 In my opinion, one of the biggest challenges large sites like the NYTimes or Yahoo! face is the balance between premium inventory and network/exchange monetization. As network technology/targeting grows, that balance will be even more crucial. In a perfect world, when exchanges have matured and there's enough demand, CPM's for bidded inventory could approach if not pass the arbitrary CPM's that most publishers set for the premium inventory. Until that time though, the variance is pretty big across the board I imagine, but in this scrappy market, every dollar counts. short and long term goals don't always mesh. In my opinion, one of the biggest challenges large sites like the NYTimes or Yahoo! face is the balance between premium inventory and network/exchange monetization. As network technology/targeting grows, that balance will be even more crucial.

In a perfect world, when exchanges have matured and there’s enough demand, CPM’s for bidded inventory could approach if not pass the arbitrary CPM’s that most publishers set for the premium inventory.

Until that time though, the variance is pretty big across the board I imagine, but in this scrappy market, every dollar counts. short and long term goals don’t always mesh.

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