Continuously dropping advertising rates are the reason why so many print magazines and newspapers are struggling and disappearing from the media landscape. Publishers themselves have played a big role in the decline of ad prices by not making enough of an effort to track data about their sites’ visitors.
For a deeper understanding of the relationship between publishers and ad networks and its role in declining ad prices, read the complete article on ClickZ: How Can Publishers Use Analytics Data to Save Themselves?
Ad blockers might be just as daunting to publishers as dropping ad prices; our blog post on ad blocking contains advice on how to start planning for a future in which ads will be blocked easier and more often than in the past.