One solution is for these publishers to create their own ad network, and partners such as Pulse 360 offer products like the Publisher Vertical Network (PVN) to make that a reality. Sincelarge publishers have the brand recognition, resorces and advertiser relationships to create their own networks, they offer a unique, compelling solution for any smaller site. These sites, that now feel captive to the likes of AdSense, can join a new network for access to not just cost-per-click dollars, but CPM and video and other branded content. The largest publisher in any given vertical has the deepest relationships with endemic advertisers because their content resonates with users. As a result, they can sell inventory at higher rates than anyone else. By creating a PVN, the larger publisher can syndicate content and tools to each member site and link to them to increase their own inventory.

Quite simply, the Web’s best sites can beat the networks at their own game because, with a PVN, they have the resources to do so. It’s a win-win-win situation: large publishers gain immediate access to inventory they can sell; member sites who join a branded network have the opportunity to align with a larger, respected brand in their category to add more advertising revenue, access engaging content to enhance their site and increase their traffic; and advertisers have even more opportunities to find and target their customers online.

It’s time for publishers to step up and take ownership of what should be theirs.