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How to gain greater insight from analytics
10 June 2009
iMedia Connection
As publishers reevaluate how they structure their business models, and agencies look for new ways to create more value for their clients' brands, the two businesses are starting to have collaborative discussions surrounding value and price. Agencies are placing emphasis on value, publishers are focused on delivering that value, and both parties want the price point to match accordingly.
When negotiating with a publisher, two top-level metrics are all that count: the inputs (how much advertising space is being bought) and the outputs (which outcomes are being created).
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Posted on Jun 11, 2009 - 03:27 AM
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