A year ago, online publishers could still achieve good yields from traditional banner-style inventory for their core clients, to access a targeted and responsive audience: £15-20 CPM was not unknown.  However, the ad market is now flooded with inventory and the growth of behavioural targeting means that the lifestyle sites can offer tighter targeting, but at far lower CPMs.  So how can the niche online publisher achive higher yields?  With the growth in editorial video and audio, there are now opportunities to create more interactive, engaging ad formats.  I recently met with one company, Adswizz, who offer a range of video and audio adserving technology that can integrate directly into publishers’ existing video serving and ad serving systems, so you don’t need to change your supplier.  Here are some examples of the formats they have developed for other online publishers: (more…)