A lot of publishers have been asking if and when we are going to start our banner campaigns. For now, we have decided to wait.
Why wait when everyone is asking for them?
The reason is twofold: 1) we are committed to offering the best publishers the best opportunity for revenue generation, and 2) there are several networks that do banners very well.
When it comes down to it, it is very difficult to compete against Adsense with banner formats. Our goal is to offer more value to our partners in every area we can, and until we can do so with banners – be it through competitive performance and higher revenue or something that no one has thought of yet – we are going to wait.
Another thing that we are trying to do is to make our ads ‘variable-free’ for publishers; well, as variable-free as we can make them. High revenue needs quality traffic, that is a given. But after traffic quality is established, we want to reduce the remaining variables as much as possible: no need to test placements, colors, or layout – placing our ad code will always deliver a well tested and high paying package. Our popunders and prerolls are the first examples of this.
This type of model also serves to protect our advertisers – it removes the risk and encourages best publishing practices. We assume the risk ourselves and carefully monitor our network to ensure that only the best publishers are running our ads: we effectively reduce the opportunity for fraud, but if a publisher attempts to cheat the system, Copacet bears the burden.
All in all, we feel this is a good direction for our network; but to be quite honest, we have no idea how all of this will eventually turn out; but we are keeping our focus on the best opportunities for the best publishers.
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