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Press Article

Extracts from  "Advertising Networks: The Answer to a 'Small' Webmaster's Prayers "  
by Dr. Mani Sivasubramanian, MD

  • "If you are -- like me -- the Webmaster of a 'small' Website, you've probably been exploring various avenues for generating revenue from your site. Banner advertising is one of the evergreen methods to do this. But selling out your ad inventory is hard work. Advertising networks are the solution."
  • "Most banner ads are sold in huge lots of hundreds of thousands (if not millions) of impressions. Ad sales representatives handle most of these ad buys, and they aren't interested in representing your small Website because it isn't worth their time selling out your tiny inventory. "Ok, who needs these guys," you say. "I'll do it myself." And then you find out it isn't so easy. In addition to finding and convincing advertisers that your site would be ideal to promote their product or service, you'd have to handle the technical aspects of ad banner hosting."
  • "You might be asked to change banners mid-way through a campaign, or rotate different ads for the same buyer. You'd need to track each banner run, provide statistics such as number of impressions or click-throughs (persons who click on the ad). And a whole lot more."
  • "While there are several software packages that do this effectively, they are quite expensive and difficult to install and maintain. Overall, the inconvenience and effort may not be worthwhile for a Website of your size."

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