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David Humpherys

The Economics of Maximizing Publisher Ad Revenue — Part 2

Personalization · By David Humpherys On October 19, 2011 · Add Comment

In my last post, I addressed the need for dig­i­tal pub­lish­ers to seg­ment their audi­ence to ful­fill demand across the entire demand curve and max­i­mize rev­enue. In this post I’ll review the his­tor­i­cally inef­fi­cient ways media has been bought and sold, and why those meth­ods are yield­ing to more effi­cient trans­ac­tional models.

Direct Media Sales

With...

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The Economics of Maximizing Publisher Ad Revenue — Part 1

Personalization · By David Humpherys On June 27, 2011 · Add Comment
Digital publishers maximize display advertising revenue by optimizing their inventory for online advertisers. Economic principles reveal a model that publishers can use to increase the performance of their ad business.
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