The viability of online content sites depends on publishers allocating fewer of their ads to ad networks to prevent rates from plummeting further, Nielsen Online CEO John Burbank said. "Web publishers need far more brand advertising revenue to keep the lights on," Burbank said in a keynote speech at an industry event. "Sending tons of inventory to ad networks is just not working. All the things you love about the Web ... they will go away or they will have to find new ways of funding [them]."
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