cXense White Paper Sample

For more than a decade, publishers have been searching for a solution to the overarching strategic problem of decreasing revenue stemming from reduced print circulations.

Now, new pure-play technology companies, with no intentions of intercepting the media value chain, are appearing as a reaction to this situation. They offer publishers complete solutions across the whole online ad value chain, and thus help media companies eliminate the costly middlemen.

The revenue share that publishers gain from external networks is typically non-disclosed information, but in most cases in the traditional model the publishers’ share represents less than 50% of the gross invoiced advertising value. In the new model presented in this white paper, the publishers retain 70-80% of the total revenue. In addition, they retain the strategic control position towards the advertisers, and the data and knowledge about all the users online behavior can be leveraged by the publishers, so they stay in control of their future.

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