Adventville CEO and direct sales proponent David Koretz challenged Rocket Fuel's Richard Frankel to "make history" by guaranteeing to double CPMs via its ad network if he thinks they really do a
better job of realizing value for publishers. Frankel said for a brand like ESPN or Turner he probably couldn't double CPMs because they already command a premium for their high-profile brands, but he
could double or triple the yield publishers are getting for mid-tier or remnant inventory through increased efficiency of its technology. They'll have to settle that offstage.
