No point beating around the bush when it comes to yet another advertising network knocking on our door. This was a quick reply I just fired off, and I might as well put it on this blog so there’s another place I can copy it from, since I’m likely to call on it again and again. I’m sure we can’t be alone in online publishing to feel this way.
The original reply named the firms parenthetically in the last two scenarios but I’ve opted not to do that here. I have blogged about it, so a little hunt here will reveal who I’m talking about.
Thank you for reaching out and while I’ve no doubt you’re at a great company, we have a real problem adding any new ad network. The following pattern has played out over and over again in the last 25-plus years we have been online.
- We add a network, so far so good.
- The more networks we use, with their payment thresholds, the longer it takes for any one of them to reach the total, and the longer we wait for any money to come.
- Add this to the fact we could get away with charging $75 CPM 25 years ago and only fractions of cents today, the thresholds take longer still to reach.
Other things usually happen as well:
- We’re promised a high fill rate, even 100 per cent, and the reality is actually closer to 0 per cent and all we see are “filler” ads—if anything at all. Some just run blank units.
- We wait so long for those thresholds to be reached that some of the networks actually close down in the interim and we never see our money!
- In some cases, the networks change their own policies during the relationship and we get kicked off!
I think the problems behind all of this can be traced to Google, which has monopolized the space. It probably doesn’t help that we refuse to sign anything from Google as we have no desire to add to the coffers of a company that doesn’t pay its fair share of tax. Every email from Google Ad Manager is now rejected at server level.
If somehow [your firm] is different, I’d love to hear about you. The last two networks we added in 2019 and 2020, who assured us the pattern above would not play out, have again followed exactly the above scenario. We gave up on the one we added in 2019 and took them out of our rotation.
Hoping for good news in response.
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