The Chief Revenue Officer: Every Impression Counts!

Online media is making its desert crossing to profitability. Good content will always be an important business in the digital era, but how we generate it and how we manage our business operations around it is crucial for our business success. The online media business is still based on advertising revenues, but the online advertising sector has experienced big changes in the last decade.

Online media generate advertising impressions that have to be sold to advertisers at their maximum price. This business is based on technology and on traditional sales operations. But in the last several years technology is making the online advertising business more sophisticated and online media properties need new expertise on their teams to maximize the value and the price of their advertising inventory. Many companies and technologies have emerged to improve income from online properties. The final result is that RPMs or eCPMs have not increased too much and managing online advertising sales operations is more complicated than it was some years ago.

So what can an online media do to increase the value and price of their inventory in order to generate more revenue? The answer is: "Every impression counts". Online media properties have to integrate the idea that there is no unsold inventory anymore into their business culture, and selling every impression that they generate has to be an absolute obsession. A new kind of manager appears to be key: the Chief Revenue Officer. The one who is always making sure to understand how to sell every impression at the highest price. The one who always has in mind that every impressions counts!

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