There are a lot of reasons that CPM advertising can suck. In a post on TechCrunch this weekend, Shelby Bonnie, the co-founder and former CEO of CNET discusses many of them.
Because of CPM's many faults, he makes the argument that online publishers and advertiser simply need to "kill the CPM". In other words, go cold turkey on selling ads on a CPM basis. What to replace it with? We'll figure that out later.
The Rubicon Project helps publishers make more money from their display advertising inventory by optimising their use of ad networks. Founded two years ago, the company already has more than 1,500 premium customers, optimises more than 40 billion ads each month and reaches more than 500 million unique internet users.
The company's International Vice-President, Jay Stevens, (formerly MySpace's VP of European operations), shared his thoughts about trends in display advertising, the growth of ad networks and what this means for publishers.
Research for Econsultancy's 2009 Online Advertising Networks Buyer's Guide published this month has shown there is plenty of innovation within the display advertising sector even if there are too many ad networks without a distinct USP fighting for market share.
comScore reported yesterday that Americans watched 34% more online
videos this past November than they did a year ago in November 2007. This amounts
to a whopping 12.7bn videos watched in a single month.
Google properties, which include YouTube, remained the top online video
destinations, drawing nearly 98m unique viewers and accounting
for just over 40% of videos watched.