Undoubtedly publishers were concerned about relinquishing control over their sites when they first started to work with third party ad networks.
Trailblazing ad networks convinced publishers of the benefits of outsourcing most of their ad sales by promising healthy revenues, operational cost savings and big brand advertisers.
Publishers have become so comfortable with working with third party ad providers that it’s now the norm, but when something becomes so normal, it loses what makes it unique, and consequently, its value.
For the most part ad formats are now 'standard', fitting industry agreed dimensions and functionalities. This has seen ads become commoditised.
As more publishers give their space over to standard ads, the amount of inventory available to advertisers through third parties has increased massively, and the value of each ad placement has plummeted.
As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).
Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become.
Online advertising continues to grow by leaps and bounds, but that doesn't mean that life is easy for players in the digital ad ecosystem. In fact, the thriving online ad economy is increasingly complicated.
Unfortunately, things are only going to get more complicated. Need evidence? Look no further than last week's announcement that one of the most popular browser makers, Mozilla, will begin blocking cookies from third-party ad networks by default in Firefox 22.
For many advertisers, when it comes to ad formats, bigger and bolder is better. And for good reason: many consumers are blind to ads, so to get their attention, ads really have to stand out.
But as much as advertisers say they want new ad units that will stand out, they apparently aren't impressed with the bigger and bolder units the Interactive Advertising Bureau (IAB) unveiled in 2011.
More and more publishers are rushing to embrace native advertising, and for good reason: advertisers are eager to spend money on it.
While there's debate and discussion around the exact definition of 'native advertising', publishers and advertisers are quickly learning that ads integrated into the user experience, often to the point that they're not immediately distinguishable as ads, come with challenges.
With advertisers set to pour more and more money into native ads, 2013 could be a great year for well-positioned publishers.
But publishers looking at native ads as a solution to ad blockers and paltry display CPMs should tread carefully.
Native ads aren't a panacea and the premiums advertisers may be willing to pay for them shouldn't distract from the fact that native ads can be risky ads.
Major internet companies like Google may pleased that the French government told a major ISP that it must stop its automatic filtering of ads for subscribers.
However, make no mistake about it: the dispute over Free's ad blocking is a reminder of what's at stake as more and more consumers seek ways to opt out of online advertising.
Ad blocking software, of course, is not new. Publishers have watched its popularity rise over the years, and while there is debate over just how much revenue publishers lose each year to ad blocking, it's widely seen as a significant threat.
Facebook's drive to monetize its massive user base has caused Instagram's first major backlash. Upset with changes to Instagram's terms of service which would allow the company to leverage user data and content in ads, vocal Instagrammers rose up and said "That's not cool!"
While it remains to be seen whether this Instagram backlash has a short half-life, things could get worse for the world's largest social network next year if it rolls out News Feed video ads.
Instagram is changing. The popular mobile photo sharing service's rapid rise and $1bn acquisition by Facebook is the stuff of startup legends, but Instagram's story is still being written.
Today, the new path the company is charting has it fighting strong headwinds as users take issue with some of its plans.
This week, Solve Media released a report on Native Advertising that shows 49 percent of media buyers plan to make native advertising purchases in 2013. This is big news as, while native advertising has been news in media and at recent conferences, the dollars haven't backed the excitement.
With two out of five media buyers surveyed in the report are putting aside more than 10% of their 2013 budget into this type of advertising. This is becoming an integral part of online advertising and will only grow throughout 2013.