Tribune, LookSmart and Fox Interactive Media are wringing every last cent from their advertising space through a new product called Publisher Media Exchange that will auction off spots of lower-value ad space, like archive pages. Auctioning off excess inventory isn’t a new idea, but this brings the auction platform in house. And it’s only sensible to monetize that long tail. So this could be consolidating ads of the low traffic pages of latimes.com, the Six Apart blog platform and the ubiquitous MySpace, as well as sites run by Community Connect, LookSmart, Tickle and WomensForum. Publishers host their own PMX auction platform which allows advertisers to bid for customers in real time. Publishers also have access to 11,000 ad buyers and sellers through the Right Media Exchange. LookSmart SVP sales Bryan Everett: “We sent unsold impressions directly to the Right Media Exchange where they were sold to the highest bidders. By trafficking our chain of ad networks into the system, our partner networks competed with each other and dozens of other buyers for every impression, helping to increase eCPMs.” Release
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This article originally appeared in MediaGuardian.
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