The series is essentially trying to make the case for self service advertising.
It makes sense. GAM and OpenX are good systems that will both work well for people that rely (or want to rely) mostly on ad networks and occasionally get a few direct sales enquiries.
However once you move into the realm where lots of advertisers are contacting you directly, it is much much better to have an self-service ad management system.
It makes sense. GAM and OpenX are good systems that will both work well for people that rely (or want to rely) mostly on ad networks and occasionally get a few direct sales enquiries.
However once you move into the realm where lots of advertisers are contacting you directly, it is much much better to have an self-service ad management system.
Think of Facebook, it makes a large majority of its revenue from self-service advertisers. Not GAM, not OpenX but Facebook Ads. http://digital.venturebeat.com/2009/09/18/facebooks-self-ser...