CBS hopes to boost ad prices by no longer using third-party ad networks to sell its online inventory. The network is not the first to decide to shun third party ad networks - but as the largest publisher to do so, it highlights an ongoing debate over whether such networks are good or bad for the industry.

CBS clearly adheres to the latter position, believing that because such networks inundate the internet with cheap ad inventory it brings down prices, writes MediaBuyerPlanner.

Instead, CBS, which generates 60 million unique visitors a month, will launch its own ad network in order to make it easier for advertisers to purchase by specific demographics or by remnant display ads across its sites, according to AdAge.

Who Else

Time Inc. is one publisher that has been moving away from using online ad networks over the last year. Currently it only works with Ad.com. Time Inc. has also launched its own internal ad network.

Last year the Financial Times said it would create its own ad network to boost advertising revenues.
The business newspaper planned to partner with vertical ad network developer Adify to build a network of sites that would enable brands to buy ads across the FT portfolio.
 (via New Media Age).

The Univision Model
Not that all major publishers are shifting in this direction. Recently Univision announced its launch of an online ad network targeting US Hispanics. Called Univision Partner Group, it encompasses its own properties as well as third-party publishers based in the US, Latin America and Spain.

It is working with Adify, Quattro Wireless and AdReady to deliver ads across the network. Publishing partners will have complete control over which ads run on their sites, it promised, and the sites in the ad network will potentially have access to smaller, local advertisers via AdReady’s new, self-service platform.