Online Publishers Turning to Video, Marketing Enhancements and Consumer Insights to Offset Ad Network Pricing Impact, Says New IAB/Bain Report

Jack Myers: "The IAB/Bain Digital Pricing Study reports that video advertising is generating costs-per-thousand averaging two-to-three times higher than publishers' average direct display advertising costs and twenty-to-thirty times higher than display advertising sold through ad networks. Average ad network inventory generates CPMs to publishers of $0.60 to $1.10; directly sold display advertising is generating CPMs in the $10 to $20 range; and video advertising is generating costs-per-thousand averaging $40 to $50."