Publishers can maximize ad dollars by handling networks with care

03/26/2009 | Editor & Publisher

Online publishers must be careful in their dealings with online ad networks to ensure they are reaping the full ad potential from their sites, according to a report from the Media Management Center at Northwestern University. Publishers, by using staff and technology to optimize ad sales and their network usage, who carefully monitor ad inventory and other tactics can realize "the difference between earning 50 cents and earning 50 dollars per 1,000 impressions," MMC writes.

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