It all centers around one issue: a massive oversupply of display inventory, much of it low quality in placement. Relatively simple, but with significant implications:
– The low quality placements—particularly those that are below the fold and never in view and thus do not drive much in the way of results, but are in abundance across exchanges—make brand advertisers hesitant to put more dollars to work.
– Prioritize viewability to reward good publishers and give advertisers confidence.
– Reduce the amount of ads across pages—à la the new USAToday.com.
– Invest in larger, engaging formats like the IAB Rising Stars.
We actually started the year talking about this issue. Here’s to making real progress in 2013.