How Small Is Too Small?

by Gavin O'Malley , Staff Writer @mp_gavin, November 6, 2008

How big does a publisher have to be to participate in an ad network or exchange?

Doesnâ€™t matter, says Michael Rubenstein, Director, DoubleClick Ad Exchange. The important thing to consider is whether the vast majority of their inventory is sold or not.

Size does make some difference, argues Paul DeBraccio, CEO of consulting and sale rep firm Interevco. You can, in effect, segment the market down to nothing, DeBraccio says.

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