Blog Post

A Guide To The Infighting Between Premium Publishers And Ad Networks

Michael Zimbalist is vice president of research and development operations at The New York Times Company (NYSE: NYT). Previously, he was president of the Online Publishers Association.

A fissure opened within the online advertising community last month following the release of new research by the Online Publishers Association. Drawing on three years of Dynamic Logic data, the OPA report concluded that ad campaigns on premium content sites produce greater lifts in favorability and purchase intent than campaigns on ad networks. The Wall Street Journal characterized the reaction to the report as industry infighting amid a shrinking pool of ad dollars. Others were less generous, accusing the OPA of a conducting a scorched-earth policy, saying the OPA had turned its back on legions of

7 Responses to “A Guide To The Infighting Between Premium Publishers And Ad Networks”

  1. Neil Budde

    It might be instructive for someone to look at where premium content sites go when they want to buy advertising to promote their products. I see a lot of WSJ ads running in networks, for instance.

  2. Miles Galliford

    The old saying 'horses for courses' springs to mind. There is no single business model that works for all online publishers. Indeed the most successful content sites generate multiple revenue streams from advertising, affiliate deals, product sales, subscription and events. The OPA, by becoming the mouthpiece for Rupert Murdoch and his paid crusaders, is failing its membership and rather than providing support and solutions is contributing to the industry's problems.

  3. David Hertog

    Excellent piece, Michael. It’s taken way too long for us as an industry to get our hands around the challenge of dealing with remnant inventory. For the past two or three years, network optimizers like AdMeld (for whom I work) emerged to help publishers make more money from networks and effectively handle the concerns you mentioned above. Today, that model has evolved to leverage RTB, data infusion, and exchanges, and though the revolution won’t happen overnight, it’s great to finally see a light at the end of the tunnel. The important thing is for publishers to learn as much as they can about these technologies, as early as possible, so they can leverage them to maximum effect.

  4. The report maybe legit but that doesnt mean I have to go strike deals with 100 premium content sites. I would just advertise on premium ad networks…the report isnt going to stop me from advertising on ad networks.