Pros and cons of selling advertising directly to advertisers
                     Pros and cons of selling advertising directly to 
advertisers
John Z
Writes on ad server, involved with ad server platform & 
Adspeed Ad serving software.
Selling advertising directly to advertisers is a way for businesses to 
monetize their traffic and reach their target audiences. It allows 
businesses to control the types of ads that are shown on their website 
or platform, and it can be a good way to generate revenue. However, 
there are both pros and cons to consider when deciding whether to sell 
advertising directly to advertisers.
More control
One of the main benefits of selling advertising directly to advertisers is that it allows publishers 
to have more control over the types and placements of ads that are shown on their website or 
platform. This can be especially important for website owners who want to maintain a high 
level of quality, relevancy and brand image. You understand that in order to maintain and grow 
your traffic, you need your audience to enjoy the content on your site and not be annoyed by 
the ads, especially irrelevant or low-quality ads. Knowing your advertisers and their ads is how 
you ensure your desirable ad quality level is met. With your own ad server, you can control 
each individual ad and placement. You can apply suitable ad targeting so that your audience 
finds value in the chosen ad instead of getting disrupted by it.
Higher revenue potential
By selling advertising directly to advertisers, publishers can earn higher revenues 
compared to using an ad network or other third-party platform. This is because 
publishers can set their own rates, negotiate deals directly with advertisers, get to 
keep 100% of the revenue rather than relying on a middleman who will take a cut of 
the ad revenue. The commission paid to the ad networks and ad exchanges are quite 
significant. It could be 50%, or even higher, of the potential ad revenue that you can 
earn if you were to sell ads directly. When you know your traffic, audience and 
content, you will be able to build a strong media kit that is attractive to potential 
advertisers.
Customized campaigns
Selling ads directly to advertisers uniquely allows publishers to offer 
customized campaigns and advertising packages that are tailored to the 
needs and goals of specific advertisers. This can be especially helpful for 
publishers that want to offer more personalized or targeted advertising 
options to their clients.
Stronger relationships
Advertisers will not be able to get the same level of customer service when they go with an ad network 
or ad exchange because those business models are entirely different. The networks and exchanges are 
all about high volume and anything that deviates from their standard offerings is going to be very 
difficult to arrange. On the other hand, when you sell ads directly, you can pretty much offer anything 
you want. The business relationship you have with the advertiser is very important and it is something 
you have to build, develop and maintain over time. However, once that relationship is established, it is 
very strong and long lasting, which means the advertiser will likely continue to renew campaigns as long 
as you provide a good ROI and good service. The more you work with your advertisers, the more you 
understand their specific needs and that will help you cater your ad serving offerings to their 
preferences. That also means they will be more likely to stay as your clients in the future.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.