Online Publishers: Avoid the exclusivity trap
July 24, 2008 at 1:32 pm Arun Krishnan Leave a comment
An article in Mediapost by our very own Zephrin Lasker explains why publishers should be wary of entering into exclusive relationships with networks and exchanges for advertising.
The problem is not with the networks and exchanges, which by themselves can deliver reach and advertising revenue to publishers. The problem lies with exclusive advertising agreements that publishers are compelled to enter into, because of a serving or optimization technology offered by a third party.
Exclusive agreements limit publisher control over the kind of advertising that appears on the publisher site, and also limits the advertising revenue that publishers can make, which in these economic times, is a very bad thing.
Publishers can benefit from expanding their options, not by limiting them. Read the article for research and viewpoints on why you should rethink your exclusive advertising agreement, or your strategy for entering into one.
Entry filed under: Lead Generation, Publishing. Tags: .
Arun Krishnan
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