I was recently going through a study conducted by Tyroo.com , which they have posted for public consumption here which attempt to bring into light how the small publisher market is operating with respect to India. While i dont deate the facts and fiures published , i was reasonably surprised to see the data skewed because of one issue which they did not mention or address , in my opinion, basis that , the study , atleast parts of it stand redundant.
If you go through the study , there are a few topics which are totally off..
- Do they prefer ad networks..and why?
- Relevancy of ads
- Revenue Preference
- Payment preference
- Reasons for preferring ad- networks
..They are off because the biggest reason for small publishers preferring ad networks is because they dont have a choice or any other options
Think about it , a blogger or even a few levels up is not going to have the resources to be able to put sales guys on the field to source advertising from agencies. One he cant afford it and secondly if he is small , chances are that the appeal of the website to the agency is not going to be present to begin with.