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>(creating so-called "remnant" inventory filled programmatically by algorithms at rock-bottom CPMs) I'm confused. You're describing online ad services, correct
by a_small_island 10y ago
>(creating so-called "remnant" inventory filled programmatically by algorithms at rock-bottom CPMs)
I'm confused. You're describing online ad services, correct? TV advertising also has remnant inventory which sells at rock bottom prices. Point being?
- exelius 10y agoTV remnant inventory is usually sold at the local level and is nowhere near as large a percentage of of the pie as it is online. It's also hard to "create" more inventory on TV - not so online; which is exactly what publishers do when their CPMs start to drop. They'll add more slots for banner ads, interstitials, split articles into multiple pages... This increases total revenue for a while, but ultimately crushes your CPMs. There's a floor on TV advertising of about 16-20 minutes of advertising per hour. More than that and you start to turn your users off in huge numbers.