Comments on: Google Takes On Yield Optimisers As It Allows Ad Networks To Buy AdSesne Inventory http://www.exchangewire.com/2009/08/26/google-takes-on-yield-optimisers-as-it-allows-ad-newtorks-to-buy-adsesne-inventory/ Ad Trading And The Exchange Marketplace Wed, 28 Jul 2010 22:00:32 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Paul Silver http://www.exchangewire.com/2009/08/26/google-takes-on-yield-optimisers-as-it-allows-ad-newtorks-to-buy-adsesne-inventory/comment-page-1/#comment-397 Paul Silver Thu, 27 Aug 2009 11:27:46 +0000 http://www.farneymedia.com/?p=863#comment-397 This may be great for adsense publishers but I do not see it as a positive for the advertisers / agencies that buy from networks. It merely creates additional daisy chaining, placing a higher premium on inventory that is not strictly 'premium' (with no disrespect to the mid and long tail publishers operating on the Google content network) whereby the 'blind' inventory purchased from an ad network could simply come from Google which could be easily purchased directly. Perhaps there needs to be some disclosure on what networks access their inventory from these sets of publishers? This may be great for adsense publishers but I do not see it as a positive for the advertisers / agencies that buy from networks.

It merely creates additional daisy chaining, placing a higher premium on inventory that is not strictly ‘premium’ (with no disrespect to the mid and long tail publishers operating on the Google content network) whereby the ‘blind’ inventory purchased from an ad network could simply come from Google which could be easily purchased directly.

Perhaps there needs to be some disclosure on what networks access their inventory from these sets of publishers?

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