IAB/Bain Study on Ad Networks
Bain & Co. along with the IAB released a study that states use of ad networks surges six-fold as media companies step up monetization of unsold online advertising inventory. I read this study on Friday (somehow got a pre-release) and had some questions that I’d like to ask Bain/IAB:
- How do you define premium?
- In some cases, ad networks purchase inventory directly from publishers at a significant discount. Was this taken into account?
The more important question of the two is #1. Everyone has a different definition of “premium.”
Andrew Chen has a nice in-depth writeup of the study.