BannersBroker – a very poor publishing network

Recently I’ve heard a lot of buzz about something called BannersBroker. It is supposed to be a ‘revolutionary’ change in how advertising works on the internet.

Their focus is on getting people to sponsor adspace that they sell. They then give you a slice of the money.

Whether that works or not I can’t say, but, to have ads on the internet you need to have sites – publishers – that show those ads. So, I decided to use my site¬†as a test bed. LC gets around 2 million page views a month. I figured this would give a good amount of data.

We are still in the first month with BannersBroker. I’d like to report that we are making money and everything is great, but, there is no way for me to know! BannersBroker have an absolutely woeful backend for publishers. Sorry, let me correct that… they have no back end for publishers. Every other ad network lets you see how many impressions you are getting, your revenue, etc. The trend now is to show this in real time. Or at worst daily. BannersBroker actually refuse to EVER show this information to the publisher. You will get a MONTHLY report that shows your revenue. How detailed that is we will see.

But monthly is all but useless in the internet world. If we want to make changes, lets say move the ads around to get better performance, there is no way you can do that with monthly feedback.

For now all I can is strongly recommend that if you have a high volume website try and get a traditional ad network (we have great success with Casale) onto your site.

In a couple of weeks I will get a report, which I will post here. Of course, if we get a few thousand dollars (or more) then maybe I will change my tune. But, who wants to bet our revenue will be under $100?