• by Erik Sass , Staff Writer @eriksass1, July 28, 2009

As pricing becomes more transparent courtesy of ad exchanges, putting downward pressure on ad networks as well, what incentive is there for a premium publisher to put its inventory at the disposal of either? The answer is how they present the inventory to the networks, according to Josh Jacobs, VP and GM of ad technology for Yahoo. If the premium impressions are presented in a premium way â€" with extensive metadata describing the audience characteristics â€" it’s inherently worth more and will attract more buyers, driving up the price.