Glam Media Overhauls Its Advertising Model
ADOTAS — Women’s interactive advertising network Glam Media is reportedly cutting some guaranteed payments to publisher partners – a month after raising $85 million in a round of financing.
Three major changes are afoot, according to VentureBeat:
- Glam is moving to open its advertising platforms for publishers – allowing them to cherry-pick the ads they want and run their own ad server. The program is called “Glam Evolution for Publishers.”
- Publishers will by able to “hyper-target” ad inventory. Interactive advertisers will be able to launch ads during certain times in certain places.
- Glam will change the way is runs “back-fill” ads. Previously, Glam had a cache of Glam house ads which it pays publishers to run for relatively low rates.
The reason: it may be a cost-cutting measure. An anonymous publishing source who works with Glam told TechCrunch:
“While they’re spinning this as positive news, it sucks for publishers. Publishers were previously guaranteed $3 – $5 CPMs for house ads. By no longer running any house ads, that revenue dies. And, given Glam’s fill rates retwork wide are only 30%, that’s 70% of traffic (for most publishers) that’s no longer earning revenue from Glam…It’ll basically cause a 30 – 80% drop in revenue for publishers.”
Scott Swanson, Glam’s general manager and vice president, responded on TechCrunch’s post in comments:
“As GM of the Glam Publisher Network, my team’s #1 priority is to ensure the success of our publishers and to help them secure high-CPM brand advertising. Unlike most other networks we do not compromise on our rate card and as a result, our partners benefit from high CPM brand advertising. When we’re unable to deliver a paid ad, we have traditionally run a Glam house ad (i.e. a current house ad announces our upcoming Glam Network blogger awards). Publishers have requested more choice for the impressions that our house ads would normally fill. This default ad technology simply replaces the Glam house ads with a host of options. This is similar to standard network ‘default’ technology that’s been in general use for years.
I want to acknowledge that Glam is successful because of our publisher partners. As a company, our focus is on convincing the brands to engage in new ways with a media landscape made up of independent premium publishers with passionate audiences. We welcome the ongoing dialogue.”
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- How Social Targeting Can Lead to Discovery February 7th 2012
- Video: “The Future of Engagement” Looks at Audi’s #solongvampires Campaign February 7th 2012
- Three Best Practices for Increasing Subscriber Engagement February 7th 2012
- Reaching the Multi-Tasker in 2012 February 6th 2012
- Fuel Social Conversation with Web Content February 6th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Tuesday, February 7 | Duncan/Day Advertising: [...] Messages Ever Work Online? [Econsultancy] 39% of Mobile Users Responded to Super Bowl Ads
- Influencing the Influencers – Joining the Circle of Trust | | SpongecellSpongecell: [...] We must admit, we love talking about interactive marketing, and we jump at the
- Dave Young: You're absolutely correct. However, it can be tough for the smaller brands to generate the
- Cory Grassell: Interesting research that aligns well with recent data that Twitter set an all-time record for
