Online Ad Inventory Unexpectedly Opens

Never thought about the difference between ad inventory on TV and online before . . . “On TV, if a show attracts more viewers than promised, advertisers essentially get “freeâ€? exposure on top of what they paid for, as deals cover specific episode dates and times. But online, a network can cease running an ad once it has delivered the number of viewers the advertiser has previously requested. Broadband programs that satisfy viewership commitments more quickly provide networks with more leverage to force advertisers to negotiate another round of sales.”

November 26, 2007