As programming expenses grew 16%, net ad revenue fell 7%.

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Publishers are making money as net CPMs (ad prices) are going up.

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As a result, it will be up to the app developers to provide what marketers need, says Rob Leathern, founder and CEO of XA.net, an ad technology platform.

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Chief Executive TerrySemelTerry Semel and crew were simply trying to get TV ad buyers to think about shifting more of their ad budgets to the Net.

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Chief Executive Terry Semel and crew were simply trying to get TV ad buyers to think about shifting more of their ad budgets to the Net.

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The ad also touted the family's net worth as a billion dollars.

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Net profit margins factor in all business expenses, including the impact of increased ad spending and the hiring of additional staff for the holidays.

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For example, a third party ad network may seek to maximize ad impressions and click through rates even if it leads to a net decrease in Twitter use due to user dissatisfaction.

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No problem, net execs say: While DVRs and other gear may proliferate, most viewers won't use the gadgets as ad-killers or pay for commercial-free programs.

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