tag:blogger.com,1999:blog-6449934875582288758.post1136445760205866747..comments2014-03-22T13:35:15.285-07:00Comments on Compaine's Media Entrepreneurship: Can Online Journalism Still Rely on Ads?BenMChttp://www.blogger.com/profile/09063871802006721989noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-6449934875582288758.post-90522964131900184032014-01-30T10:19:57.901-08:002014-01-30T10:19:57.901-08:00The type of advertising that this article is mainl...The type of advertising that this article is mainly talking about is programmatic buying which acts like the stock exchange for digital advertising. While programmatic advertising is a much cheaper option for advertisers it does not guarantee exposure. Programmatic ads only appear when there is available inventory and the RTB exchange rate drops to what the advertiser is willing to pay. When advertisers buy through an ad network (like Google AdSense) they have no guarantee about which sites their ads will appear on and very little say in the matter. These ads are the last to appear on the main news sites who serve their direct sold ads first. Programmatic buying also only applies to basic ad units (300x250 and 728x90 are the most common) and do not support rich media options. When advertisers purchase advertising directly through a website they pay a much higher rate and get better advertising options. Anonymoushttps://www.blogger.com/profile/09850470833159442875noreply@blogger.com