home.aspx
 
. https://advertising.report/Resources/Whitepapers/a5c9ad44-4bf7-412b-8786-43cf52710db1_DC_Ad_Exchange_WP_100713.pdf
whitepaper
SHARESHARESHARE
PROFITING FROM NON-GUARANTEED ADVERTISING: THE VALUE OF DYNAMIC ALLOCATION & AUCTION PRICING FOR ONLINE PUBLISHERS
For most large online publishers, the supply of available ad inventory far exceeds demand for it. A research study conducted by Forrester indicated that as much as 25% of sellers’ inventory goes unsold.1 To tap additional demand from advertisers, brand-conscious publishers often sell through indirect channels, including ad networks, exchanges, and other technology providers that vary widely in scale, technology, ease of use, cost, and controls. Ad networks provide revenue to publishers willing to commit, in advance, a large number of impressions at a fixed CPM value. Many publishers find comfort in the predictable revenues of this type of booking. Can publishers make more money by embracing a spot auction sales model — with DoubleClick’s proprietary Dynamic Allocation technology — to increase their CPM as a component of their yield management strategy, instead of relying exclusively on fixed, upfront, pre-allocated sales? DOWNLOAD