Weeks away from the big game, CBS has sold most of its ad inventory.
Expect Google to push marketers to buy more ad inventory on its exchange, AdX.
But it is unclear how much more ad inventory Google can sell, particularly if rates keep rising.
MoPub is an ad-serving platform for mobile applications that allows publishers to manage their ad inventory on iOS and Android.
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Japan to help them monetize unsold ad inventory at a better rate.
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The efficiency of programmatic buying of ad inventory continues to gain momentum.
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The company wants to attract brand advertisers that will buy premium ad inventory and more of it than smaller businesses or individual customers.
Another issue for publishers is how they can get access to all the data they need to make the most of their ad inventory.
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As for entering the business of selling ad inventory in non-Web media, there is a huge potential--assuming Google acquires companies with the proper expertise.
As the number of mobile apps increases, competition among apps for advertising slots will lead to a rise in available ad inventory, driving CPM rates down.
Our chief technology officer spends far more time cracking the world of programmatic buying, with the necessary resources and ad inventory to make a difference.
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We're looking at what else is there that would really add a large number of eyeballs and a great ad inventory base to your existing business.
That way, they can bundle their own pages with those of other publishers where their target audiences also visit and sell that ad inventory, Google says, at a premium.
The local ad inventory is sold by a station's in-house sales staff, which hustles to sell ad spots to car dealerships, supermarkets, banks, furniture retailers and other local businesses.
Throughout my ad sales career, there was one inescapable constant: I sold 75% of my ad inventory at or near the published rates, and the remaining 25% at a sizable discount.
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Of course, that mobile ad pricing upside for Google could be a downside for savvy advertisers that to date have been able to get valuable mobile ad inventory relatively cheaply.
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Google says improvements in the underlying technology infrastructure have reduced the time it takes to connect with various ad exchanges, allowing beta customers to access 16% more ad inventory on the thousands of websites that use DoubleClick.
For the second time in six months, eMarketer has revised its revenue estimates for the social messenging service sharply upward, citing rising demand for the kind of native and mobile ad inventory it offers and a continuing extension of its reach.
Even Clear Channel is keeping Google on a tight leash, initially allowing the company access to less than 5% of its total ad inventory and drawing up what essentially amounts to a black list of existing advertisers that Google is prohibited from contacting.
Using a stock exchange as a metaphor, the simplest way to explain this ecosystem is, websites have unsold inventory they pass to an ad exchange, similar to a stock exchange, and advertisers utilize demand side platforms, similar to a stock broker, to purchase the inventory.
For Titan, making its inventory available through an exchange allows it to reach ad buyers who control digital budgets in addition to buyers confined to outdoor, said Dave Etherington, Titan's executive vice president of marketing.
The twist is that advertisers can bid in real time for these users, meaning that inventory (or space that could be hosting an ad) can be sold to the best bidder, and thus at a better price.
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Buying highly targeted premium inventory has not been easy for agencies to do in the mobile ad world.
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But these inventory grabs, when infused with targeting technology, according to digital ad companies such as Turn and AudienceScience, are more efficient uses of marketing budgets.
The newspapers decide what inventory they want to have available, at least at the outset they're only doing ad sizes up to a quarter of page.
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