Resolving Tensions Between Advertisers and Website Publishers

This story reports the tension between advertisers and publishers as they strive to cut costs and drive out traditional advertising agencies from the supply chain in internet communications programs.

Rightfully so in my view. Many traditional advertising agencies have lagged far behind in determining the best possible use of interactive media and producing effective campaigns. It is no wonder that the organizations who buy advertising on the internet and the website publishers who sell that advertising want to produce the best return on the investment of internet advertising.

And what better way to do this then to cut out ineffective middlemen? Or any middleman? While website publishers are striving to generate the most revenue possible from the sale of advertising space; organizations who are purchasing advertising services strive to generate the most revenue from their investments.

While it is possible to bring the management of internet communications in house; as many businesses and organizations are starting to do, it is very difficult to find qualified and knowledgeable communications managers who will do the work without a substantial salary and even then; most if not all of them have specialties.

What is the answer? How can a company or organization develop and maintain an effective communications program in the internet? What are some of the strategies that work for your organization?

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internet advertising
Advertising
Online Advertising
New Media
Media
Internet
Internet communications integration
Internet communications integration strategies
new media integration strategies