The digital advertising world is an ever-changing one. The one question that has remained constant is, “How do we maximize our advertising revenue?” Publishers have many options available, including selling ad space on a revenue-share model and by CPMs (Cost per 1000 impressions). Publishers want to make sure that they can sell as much of their ad space as possible and at the some time be able to fulfill each and every order for ad space.
Yahoo! Microsoft and AOL have partnered up to sell each other’s remnant ad space. That way if one of the companies cannot fill an order for impressions, they can use ad space from one of their partners and split the cost. This is a great benefit to each of the three companies, because they are now less likely to turn down a deal due to lack of ad space.
The hope is that the there would no longer be lost revenue that could have gone to Facebook, Google or to ad networks. It remains to be seen how this deal affects the rest of the digital advertising world once it goes into effect later this year.
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