Like I told Shankar Gupta of MediaPost on Thursday, publishers today are mercenary—they want the best price. We want our publishers to demand the best from all of their ad networks and then come to us and give us a price that’s 10% or 20% higher, and tell us to jump over the bar.

We believe ContextWeb’s “Name Your Price” program for web publishers is the first real innovation in publisher pricing in eleven years. Why? Because publishers can name the CPM (cost per thousand impressions) they want to receive from ContextWeb.

If we can’t deliver the goods, we’ll work with the web publisher to make sure their next best ad network (Advertising.com, ValueClick, BURST Media, Tribal Fusion, etc.) delivers an advertisement.

No public service ads (PSAs) from Adsense and no bottom-of-the-barrel punching, flashing, blinding CPA ads. Really, it is true. And yes, we are an online advertising network.

Let’s look at the last eleven years of online advertising history:

• 1996. Linkshare. CPA Model.
Stephen and Heidi Messner innovate with the CPA (cost per acquisition) model. Where is the risk? On the publisher. The publisher has to place the offer, drive the customer and is only paid once a user travels thru the advertisement and signs up and spends money with a merchant.

• 1996. DoubleClick Media. Revenue Share Model.
DoubleClick is not even in the media business anymore. Back then “The Kevins”—Kevin O’Connor and Kevin Ryan had Wenda Millard, now the chief sales officer for Terry Semel at Yahoo!, establish and run their media group. The innovation? Revenue share. 50/50. The agony of not knowing, and not having control (I should know, I was one of their publishers at the time). Like Anand Subramanian said at the DeSilva + Phillips conference, 70% of whatever is “whatever”.

• 2003. Google Adsense. Undisclosed Share and Exclusivity Model.
A step back. Undisclosed revenue share. Not sure how this one happened except the fact there were not a lot of alternatives for web publishers. The proposition: put Adsense on your pages and we’ll send you a check at the end of the month. It might be 10%, 50% or 80% revenue share, but we are not telling. Don’t worry your little head. Oh yeah. And we are exclusive. Don’t run another program like Adsense from Yahoo! Publisher Network, MSN adCenter or anyone else.

Web publishers must have a lot of back problems. That’s 11 years of shouldering the risk while all of these companies and their executives became fabulously successful.

ContextWeb wants to build a network for you. And ContextWeb wants to give you the control of naming your CPM price.

So here is the deal. Courtesy of the AlarmClock, here is a list of 200 other ad networks (below). I’ve never even heard of half these people, so pick carefully.

1. Sign up with at least one if not 2 or more another ad networks (not ContextWeb).
2. Run them for two weeks.
3. Come to ContextWeb and ask for a 10-20% premium over what any of these other networks are paying you. It’s your web site. Name the price!

Courtesy of AlarmClock:

180 solutions
Accelerator Media
Accipiter AdMarket
adagency1
Adapt Advertising
AdBonus
AdBrite
AdCafe
Addrive
Addynamix
Adecn
Admob
Adreporting.com
Ads-click
Adscape Media
Adster
AdDynamix
AdEngage
Adgenta
Adinfuse
Adhearus
AdKnowledge
AdlandPro
AdOrigin
Ad Pepper
Adreporting.com
Adsmart
Adtegrity.com
Adrelief
Advertising.com
AdvertisingZ.com
Ad World Network
Affiliate Fuel
AffiliateSensor
Affnet
AllFeeds
Allyes
Ampira Media
Aptimus
Aquantive
AVN Ads
AzoogleAds
Backbeat Media
BannerBoxes
Bannerconnect
BardzoMedia
Bell Virtual Marketplace
BidClix
BidVertiser
Blogads
Blog-her
BlueFN
BlueLithium
BUDS Inc.
BrighRole
Burst Media
Casale Media
CBprosense.net
Centrum.cz
Centrum.sk
Chitika
Claria
ClickAdsWork
Clickbooth
Click Share
Clicksor
Commission Junction
ContextWeb
CoverClicks
CPA Empire
CPA Lead
CPASE
CPX Interactive
CrispAds
Daooda
Datran
Deltis
Directa Networks
Direct Revenue
DisplayAds Media
Dotomi
Double Fusion
EasyAd
Enhance
Enpocket
ETARGET
etology.com
eType
EuroClick
ExpoActive
eZula
Falk
Federated Media
Feedburner
FeedWeever
Fineclicks
Flux Advertising
Fruitcast
Fusionquest
Glam
Google Advertising
Gorilla Nation
HerAgency
Hispano Click
Hurricane Digital Media
Hydra Network
Hyperbidder
Incent-a-Click
IndustryBrains
Instream
InterClick
Interneo.ru
JoeTec
Jumpsart Media
Kanoodle
Kontera
LighteningCast
LinkShare
Mamma Media Solutions
Marché virtuel de Bell
Massive Entertainment
MaxBounty
MediaWhiz
Medio
Microsoft adCenter
Mirago
Miva
Networld Media
NextMedium
Nixxie
OMG
Oridian
Oxado
Pajamas Media
Payperpost
Paypopup.com
PeakClick
Peer39
Pheedo
Popuptraffic.com
Premium Metwork
PrimaryAds
Q Interactive
Quality Channel
Quigo
Realcast Media
Realtech Network
Revenue Loop
Revenue.net
Revenue Pilot
Right Media
Rythm New Media
Rydium
SearchFeed
SeeSaw Networks
7Search.com
ShareASale.com
SpecificMEDIA
Spearcast
SpotRunner
StopBounce
TACODA
Targetpoint
textads.biz
Text Link Ads
Text Links Brokerage
TheBlindNetwork
Third Screen Media
Tradedoubler
TrafficMovers
Travel Ad Network
Tremor Network
Tribal Fusion
Tumri
Tixa Internet Technology
Undertow Networks [this network apparently causes drowning ;)- ]
24/7 Real Media
ValueClick
Vendare NetBlue
Veoda Advertising
Vibrant Media
VideoEgg
Whenu
Wunderloop
Yahoo! Advertising
YuMe Networks
Zanox
Zoove

Recent Coverage of the ContextWeb Name Your Price Program:

MarketingVox: ContextWeb Name Your Own CPM

MediaPost: ContextWeb Lets Publishers Pick Rates by Shankar Gupta

Adotas: ContextWeb Pricing Program Offering Guarenteed CPM Rates

Search Engine Watch: ContextWeb Lets Publishers Name Their CPM by Kevin Newcomb

Tags: web, publishers, ContextWeb, CPM, mediapost

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