To improve ad quality, this sports publisher cut 35% of its Web impressions

In March, Dutch football magazine publisher Voetbal International cut over a third of its 140 million site impressions to ensure it runs fewer, better-quality ads. The gamble has paid off: After a “painful” first few months, the publisher has seen revenue from real-time, auction-based trading surge 30 percent as a direct result of the experiment.Read the full article