AOL Display Ads
Call me crazy, but it seems like AOL has perfectly good display advertising options AND the ability to monetize its premium subscribers and page views via behavioral targeting.
Ad networks - including Google - are not there to rescue publishers or newspapers. Maybe the publishers should focus on attracting advertisers by giving them a product which drives clicks and raises awareness.
How? Targeting and data analysis would be one place to start. Publishers might want to (a) grow and know their audience, (b) use behavioral targeting and other targeting methodologies to give advertisers what they need which is clicks and/or awareness, (c) sell and serve the ads.
Outsourcing everything to Google, or pumping your impressions through a network, and hoping for the best isn't going to get the job done if you are AOL.
Ad networks - including Google - are not there to rescue publishers or newspapers. Maybe the publishers should focus on attracting advertisers by giving them a product which drives clicks and raises awareness.
How? Targeting and data analysis would be one place to start. Publishers might want to (a) grow and know their audience, (b) use behavioral targeting and other targeting methodologies to give advertisers what they need which is clicks and/or awareness, (c) sell and serve the ads.
Outsourcing everything to Google, or pumping your impressions through a network, and hoping for the best isn't going to get the job done if you are AOL.
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