In a prior post, I hypothesized that one of the reasons that publishers have too much unsold inventory is because of the overall lack of “self-serve” systems. Buyers simply do not have access to the publisher’s standard products — common ad products such as IAB banners and other basic products that a publisher offers to its customers — without the assistance of a salesperson. This creates friction in the sales process that keeps publishers from maximum sell-through-rates. Display advertising needs to adopt a more direct approach to sales if it is to fully reach its potential.
Source:Advertiser Self-Checkout Can Boost Sales Of Display Ads
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