The battle to keep online advertising yields and returns high in a
market of infinite volume and little scarcity rages on. But some
publishers are deciding that it's not their fellow broadcasters,
magazines and newspaper who are the problem but the titanic internet
brands such as Google who swallow up so much of the available adspend.
The top five grossing display ad players in the US - Facebook,
Google, Yahoo, Microsoft and AOL - are predicted to make $7.81 billion
in 2012, half the national total (via emarketer). All that extra spend that's coming into the market thanks to the digital transition? If you're a publisher, you're not getting it, they are.