Under-invest in inventory management at your peril!
Laura Maxwell-Hanson Yahoo!Xtra
To be financially viable now and into the future, Online publishers require advanced inventory management and a sound go-to-market sales strategy.
Ad serving that is manual or requires significant resource is antiquated and inefficient. Publishers who continue to sell high-volume impressions in bulk, at a negotiated price, irrespective of the market value of that inventory, are increasing the commoditization of online advertising.
Simply bowing to the market's demands for reduced-risk buying tactics is a recipe for disaster for publishers. If you don't have the ad-serving capability to efficiently manage...