The irony: selling premium inventory direct

With the popularity of ad exchanges, there is a lot of conversation about what is happening with premium inventory. The irony is that just as newspapers seemed to catch up to the digital world and monetising their sites, the value of premium inventory seems to be declining. As advertisers are crunching budgets to get the best ROI, premium inventory doesn’t always add up from a direct response perspective – especially when compared to what can be bought off exchanges.