The Importance of U.S. Sites Monetizing International Traffic
Today the Wall Street Journal (referenced by a post by PaidContent.org) ran an article about U.S. Websites awakening to the revenue potential of overseas ad dollars. An excerpt:
“U.S. Web sites are waking up to a sobering reality: A huge share of their traffic now comes from overseas, but they are struggling to make money from it. Now, Internet companies big and small are scrambling their business models to try to cash in on foreign markets they have largely ignored. The internationalization of online traffic in the U.S. has accelerated at a pace that has surprised even some people in the Internet business. Many U.S. sites now draw more than half of their audiences from international visitors but generate only about 5% of their revenue from that traffic…”
We’re thrilled to see more media focus examining the value of this traffic. Articles like this help shed light on the rapid rise of international advertiser inventory, traffic volume and by highlighting challenges publishers face in monetizing that traffic.
The points raised mirror some of the trends we are seeing from an increase in traffic from international IP addresses across our spectrum of Rubicon Certified Inventory. As referenced in our Q1 Market Report we’ve long recognized enormous potential with monetizing International ad traffic. As part of our ad network development team I know that we are hard at work forging relationships with the key players overseas to solve this very problem. With strong network partnerships like Adjug and Oridian we look forward to more discussion, more impressions and more campaigns targeted internationally in Q3.
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