Publishers

Publisher Are Owners of Web Properties Such as Websites, Ezines, Email Marketers, Mobile Text Marketers...

... application owners and games, who offer placements on impressions they control for advertisers to run ads.

The problem for advertisers wanting to sell their own ad inventory to their own advertisers is that its difficult for them to identify the highest paying advertisers who may be interested in paying the best rates for their inventory.

Without the complex technology used by the big ad networks like Google, it's impossible for publishers to get real time feedback from their site visitors, to know what ads are working for their advertisers, and why; then relay that information back to them.

Without having this level of intelligence at their fingertips, it's hard to know what different advertisers are prepared to pay, what the advertiser market is looking for in terms of content and the value they place on it, etc.

The reason Google controls an estimated 65+% of the online advertising market is because they provided publishers with the tools to place their inventory into an ad network (adsense) to earn advertising revenue from it, but more importantly, publishers were able to monitor and analyze intelligence not previously available to small publishers.

All of a sudden, through Google's transparent ad serving and analytics suites, publishers could drive online business development in terms of content and SEO, knowing exactly what the marketplace was looking for and exactly what they are prepared to pay for it.

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