For a while now media companies have been pointing to third-party ad networks (such as 24/7 Real Media) as contributors to the devaluation of online content. The alternative has been to bring ad sales in house (or partner with other media companies to start their own networks). In the short-term this is a costly approach, but all are betting that the creation of a trusted, high-quality environment will change perceptions and ultimately bolster the value of content.
AOL’s previous strategy to utilize third-party ad networks performed poorly for them - ad revenue dropped 18% year over year. And considering the size of AOL it’s highly likely that this move played a role in the devaluation of online content.
AOL has since changed their strategy. And in this video from Ad Age Walker Jacobs, SVP of Digital Ad Sales for Turner talks about what drove them to do the same.