Ad networks and exchanges delivered impressions, clicks, and conversions at the lowest costs of any digital advertising channels in the third quarter of 2013, according to a recent analysis by Neustar Aggregate Knowledge.

As in 2Q13, exchanges and networks had average CPMs, CPAs, and CPCs lower than both portals and social media in 3Q13.

Overall, costs fell in the quarter across every channel except portals, which may have had more higher-value buys (e.g., homepage takeovers, high-value placements) targeted at driving brand awareness.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji