What are the best ad networks?

What's the best way to manage multiple ad networks with constantly changing CPMs in an ad manager?

• When utilizing ad managers like OpenX and Doubleclick for Publishers, they give you options to deliver based on CPMs. If currently all one has are a handful of ad networks that don't guarantee a specific CPM, is it better to manually update the CPM on a daily basis or are other options available?

• Answer:

  Great question.  Managing more than a handful of ad networks sucks - updating CPM's, Frequency Caps, Fill Rates, etc., it's labor intensive and, due to the delays that most networks have on reporting (often by hours or a day) always inaccurate.  As a result you're probably losing money. Real time bidding platforms, ad exchanges and remnant optimizing services (like Admeld/Pubmatic/Rubicon) solve this problem by turning every impression into a mini auction where, when there's a significant number of bidders, the publisher can do well.  Leave it entirely up to any one of these solutions, however, and you lose a great deal of control over your overall yield and the value of your inventory. Ideally, you should try to strike a balance and choose an ad platform that does two things: Allows you to manage your own inventory - direct buys AND relationships with select ad networks Integrates your inventory with a Real Time Bidding (RTB) platform or exchange Ad Servers + RTB Exchanges Both DFP(SB?) and OpenX provide aspects of both of these, though I have more experience with the former.  DFP integrates with Adsense("dynamic backfill") and soon - depending on the version you're on, the DoubleClick Ad Exchange.  Configured properly and adwords/adexchange advertisers can bid against your inventory, but within constraints that you determine.  One of these constraints is the value of your non-exchange inventory (the ad networks you manage). DFP or DFPSB Most sites can do quite well running DFPSB (the free, or cheaper version of the DoubleClick ad serving suite) but, for now, you will not have access to the DoubleClick Ad Exchange, you will have access to adsense which acts as a kind of exchange when used through DFPSB. Remnant Optimizers + RTB Exchanges Remnant optimizers are another good option to consider (Admeld, Pubmatic and Rubicon) as they each offer a RTB platform and have integrated reporting with most of the major ad networks out there (automating the process of updating CPM's from ad networks).  But they are not a one-size fits all solution.  Some things to consider, when working with a remnant optimizer: Due to the integration and management requirements for managing a publishers ad inventory, these remnant optimizers only take publishers of a certain size and volume. They typically charge a percentage of managed revenue, including of revenue driven by ad networks you originally managed Tread cautiously when anyone says "we need to manage 100% of your revenue to be most effective"; make them prove it. If you go this route, remain vigilant, the pain you're feeling now can quickly become a feeling of helplessness when you give up a great deal of control to a third party. Good luck.