The Long Tail Of Remnant Ad Inventory

I’m disappointed to see that Chris Anderson, author of The Long Tail, has made another post in which he completely misinterprets industry data to justify his ideas about the way online CPMs work. (See also Chris’ last post on this subject, and here’s my comment on it.)

Chris references some PubMatic survey results indicating that large websites are getting lower CPMs these days than smaller websites.

Unfortunately, he chose not to address a note from the PubMatic page: “The pricing data reflects net publisher monetization via ad networks and excludes ad networks’ share of ad spends as well as inventory sold directly by publishers to ad agencies or advertisers.”

Here’s what that means: Read the rest of this entry »