originally posted 7/10/07
Some of the largest players in the ad network space only monetize a publisher’s premium inventory – the first few impressions per unique visitor. Most often, the remaining non-premium (also known as “remnant”) inventory is defaulted either to unmonetized “house” ads or daisy-chained down to other networks.It is not surprising, then, that a recent study conducted by Forrester Research, Inc. indicates that 25 percent of online advertising inventory is never actually sold.
CPX Interactive is the largest global online ad network proactively serving the non-premium display ad market and dedicated to efficiently monetizing 100% of publishers’ inventory.
If other networks are interested in monetizing only the “low hanging fruit” of premium impressions, CPX has developed unparalleled skill in monetizing the remaining fruit on the tree. CPX’s proprietary process includes arbitraging non-premium inventory, conducting targeted traffic analysis, developing and honing specific conversion-focused creative, and parlaying years of historical data and learning into dynamically optimized performance-based campaigns that maximize publisher revenue for inventory that would otherwise be written off as valueless.
A well-placed equity firm in the industry estimates that the non-premium display market will be the fastest growing segment of the overall online advertising market from 2006-2011, growing at a 28% CAGR to $7.6B, which represents 12% of a $60.1B estimate for the total online ad market in 2011
It may be more of a challenge than some industry players are willing go after…but that’s a lot of fruit!
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