Romulus & Remus are suckled by a wolf
Small websites have similar trouble finding nourishment
Advertising is the mother’s milk of media butÂ so far momma has played favoritesÂ online.Â A 2005 report saidÂ 96Â percent of advertising revenues wentÂ to the top 50 online destinations (details).Â That doesn’t leaveÂ much forÂ the millions of other sites that would like to suckle.
In thisÂ veinÂ Diane MermigasÂ writesÂ for Online Media Daily about OpenX — as in exchange –Â which she paints as the plucky competitor to GoogleÂ when it comes toÂ offering “small and mid-sized publishers” search and mobile advertising. Mermigas — IÂ believe sheÂ used to write for theÂ Hollywood Reporter — goes on to say that:
“OpenX generally receives singe to low double digit percentage commissions, compared to the booming number of ad networks that command 20% to 80% of the advertising buys.”
For more check out the OpenX blog.
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Lost on me completely is the comparison or contrast between OpenX and ADSDAQ which sounds to me to be a similar type of operation. Perhaps there are so many of these ad exchanges sprouting that online media have trouble telling them apart. Here’s a press release about ADSDAQ.
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Newspaper publishers recently formed a national sales outlet called quadrantONE. Though it was created by newspapers, presumably to serve their interests, I would expect it to reach out to other web sites so I mention it in this context. Here is an article about the new initiative.