• 17 Oct 06
  

  tony curzon price

  advertising business-models od

  • Publishers

       

    Maximizing Revenue on the Right Media Exchange

       

    Christine Hunsicker

     

     

     

      Let's say you buy tickets for the Super Bowl because it appears that your team simply can't lose. Then they choke in the playoffs and suddenly you're stuck with a couple of Super Bowl tickets you no longer want. How do you sell them? Email your friends? Contact a ticket broker? Not anymore. You want to get as much as you can for those tickets? You put them up on eBay. Open competition drives up their value, and you sell them for as much money as possible.

    The same applies to selling your ad inventory. Put it in the hands of one large broker and you have no idea if you're making as much as you can on every impression. That ad network picks buyers for your inventory based on its own needs, and arbitrarily determines its value as a result.

    By contrast, auction every single impression in an open marketplace and you guarantee that the buyer who is willing to pay the most for an impression can access and bid for it. Competition determines who buys your inventory--the market determines its true value.

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