This kicks off a series of blog posts sharing what we’ve been hearing from publishers and ad networks that we talk to. We often hear conflicting information, but everyone once in a while, the messages line up.

The word on the street is that publishers are reducing the number of ad networks they are running.  The main reason: they’re concerned about getting paid on time and have more trust in long-standing, well-known ad networks.  Reason number two is that they are finding the complexity of managing ad networks grows with each additional ad network.  While it’s easy to try new ad networks, the performance of many has fallen way off and it makes less sense to use more ad networks when the performance is more-or-less the same as using fewer (at least from the perspective from your average publisher who is managing all of this on his/her own).

The trend is definitely moving to less is more (when it comes to ad networks) for publishers.

This entry was posted on Monday, February 9th, 2009 at 5:47 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.