Beth-Ann Eason, COO and GM, Beliefnet/Fox Digital Media, says publishers are better off keeping ad networks at bay. “The more you can restrict [non-premium ads], the higher CPMs you can demand.” Granted, “As you grow, you can’t always monetize those impressions, which, as times goes by, is money out the door,” she admits. For Eason, however, solid yield optimization and a focus on premium ad has resulted in higher CPMs even in the down economy.

Jeff Hinz, SVP, Director of Digital and Emerging Media, ID MEDIA, says it’s about reaching a balance with regard to man hours, understanding what clients really need, and transparency.

What does he mean by transparency? “We like to get down into what is actually happening with the buy, and how it meets their brand equity; why something is working — is it the placement, the site, or something else. We need to be able to show them why.”

Meanwhile, Joe Apprendi, CEO of Collective Media argues that media buying is all about audiences, today, while Hinz says it’s about engagement. “That’s what our clients want: results,” he says.

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