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What would be a reasonable price for a CPM ad?

Do publishers allow ad networks to track site visitors, even when there is no ad being run by the ad network?  If yes, how do publisher's price this data sharing? What is the distribution mechanism?

  • It seems from Firefox's Ghostery plug-in that a lot of trackers aren't running ads.  One alternative could be that a publisher such as http://CNN.com may allow Pulse 360 to track on all CNN pages in return for some threshold ad revenue.  Another alternative would be to have separate price for "ad space" and "behaviorial targeting data". I understand that the display advertising and behavioral targeting landscape is quite complex but I'd like to focus on the relation between advertisers, ad networks, and publishers only.

  • Answer:

    Logically, the publishers aren't interested in sharing such kind of info with the partner ad networks, even though they might have got a lot of high-quality traffic at the sites. At the same time, this kind of info isn't that indispensable for large networks, like Epom Market, as long as there's a possibility to track site visitors, when the ad campaign is on.

Maya Andrejczyk at Quora Visit the source

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Other answers

Many networks sell any data that has value on the back side, and you'd never know about it or actually be able to prove it. I can tell you that we've been approached about this several times at http://buysellads.com. In general, we like to avoid stuff that doesn't feel honest, and have never actually done any of these deals (nor does our terms of service permit us to do such deals).

Todd Garland

Yes, chances are that publishers are getting paid for sharing non-PII (non Personal Identifiable Information) with data aggregators, but they can pay those aggregators as well to know and understand their audience better. This data can then be used at ad networks to target campaigns more precisely and serve more relevant ads, either ran by the initial publisher themselves or by some other publishers who don't mind paying some additional fee for using someone else's data.

Aleksey Filimonov

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