Debunking the myth of "remnant inventory"

08/25/2009 |

Online ads, similar to their traditional counterparts, perform pretty much the same no matter where they're placed, making the concept of online "remnant inventory" a costly, nonstarter for publishers, according to IAB Chairman emeritus Jim Spanfeller, the outgoing president and CEO of and treasurer of the Online Publishers Association. "We should price online inventory similarly to how we price offline units," Spanfeller writes. "To think otherwise is to tragically slow the growth of the industry."

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