On one hand ad networks offer publishers and networks the ability to simplify and hand over inventory, but on the other hand… online ad management is going in the direction of becoming a commodity that publishers will be less and less likely to pay a middle man for. _ _Reading between the lines below it seems that it’s becoming an obvious question of “why should someone stand between my brand and money from advertisers when I’ve been managing TV ad sales myself for a long time.
Top Web publishers are planning a revolt. Even as more prominent sites experiment with selling remnant inventory through online ad networks, and in some cases ad exchanges, ESPN.com is saying thanks, but no thanks.
The site recently cut ties with Specific Media and several other unnamed ad networks, and is taking the bold stand that ad selling that relies heavily on arbitrage and algorithms is not for them.