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Essentially these websites will show all their direct ad bookings as the highest priority but if they don’t get enough of these bookings to account for every visitor they get on a daily, weekly and monthly basis they have excess or wasted ad inventory. Utilising advertising networks to show ads so they still make some money during this downtime.
Some websites do offer a lot of these features and more when you go direct however in my experience when you don’t control all these settings yourself they can be painful to manage.
The worst campaign i’ve heard recently was a ,000 mobile ad spend directly on a news website which garnered 630 clicks (/click) and 0 conversions and if I can help businesses like this save a fortune, i’ll be happy.
The opportunity to advertise on top websites for up to 20x less than going direct comes from the excess ad inventory (also known as distressed inventory) that all of these sites have.
The most commonly used ad network that these publishers use is the Google Display Network which you can get access to via Google Adwords, or if you’re a big advertiser via Doubleclick.
Google Adwords allows you to target each site in their network individually and you bid on a CPC basis (which is better for the advertiser).