Monetizing The "Long Tail"

Some of the largest players in the ad network space only monetize a publisher's "premium" inventory - the first few impressions per unique visitor. Most often, the remaining tail of a publisher's inventory (sometimes known as "remnant" inventory) is either defaulted to unmonetized "house" ads, daisy-chained down to other networks (like CPX), or else simply left unfilled. It is not surprising, then, that a recent study conducted by Forrester Research, Inc. indicates that 25 percent of online advertising inventory is never actually sold.

CPX Interactive is the largest global online ad network proactively serving the "long tail" display ad market and dedicated to efficiently monetizing 100% of publishers' inventory. If other networks are interested in monetizing only the "low hanging fruit" of premium impressions, CPX has developed unparalleled skill in monetizing the remaining fruit on the tree.

CPX's proprietary process includes arbitraging non-premium inventory, conducting targeted traffic analysis, developing and honing specific conversion-focused creative, and parlaying years of historical data and learning into dynamically optimized performance-based campaigns that maximize publisher revenue for inventory that would otherwise be written off as valueless.

So what's the magic? How can CPX monetize 100% of a publisher's inventory...and guarantee no defaults..when it competitors can't (or won't)? The answer isn't so complicated, really. By removing frequency caps and floor CPM restrictions on specific "less desirable" inventory - and then selling this inventory through a real-time market-driven environment - the real value of this inventory is identified and secured. The market's "Invisible Hand" defines maximum value where, before, there was seemingly none.

By discerning the truest value of online inventory -- and ensuring that no inventory is ultimately "left on the table" -- CPX is proud to play a role in optimizing the online advertising space.