On the cutting edge?

Countering the intuitions of other online content publishers, ESPN shook off its dependence on third-party ad networks and committed to focus on in-house sales, reports Mediaweek.

ESPN let go ad network operator Specific Media and other unnamed networks that sell inventory for its sites. The decision rather boldly suggests the company doesn't need to rely on third-party "experts" to satisfy its sales goals.

ESPN said third-party networks devalued the ESPN brand with ad placements that weren't always a match for its audience.

The move may encourage other publishers to avoid falling back on networks as they attempt to sell online inventory. Turner Entertainment is said to be considering a similar move.

One analyst said networks aren't likely to feel threatened until other top sites follow suit.

But ESPN is certainly swimming against the tide. It's become typical for growing publishers to outsource ad sales for remnant inventory. Doing so is especially popular for sites that are great at generating traffic, but terrible at sparking advertiser interest.

This problem is common to blogs, for example. Many quality content bloggers join coalitions like Federated Media, which help sell ad inventory on their behalf.

And the benefit isn't all one-sided. By leveraging the audiences of many sites, ad networks can promote greater reach and broader demographics to fickle advertisers.