Question-and-Answer Session
Operator
Thank you. Ladies and gentlemen, at this time we will be conducting a question-and-answer session. All lines continue to be in listen-only mode. If you would like to ask a question, please press Star One on your telephone keypad. A confirmation tone will indicate that your line is in the question queue.
Our first question comes from the line of Stewart Barry with ThinkEquity Partners.
Stewart Barry - ThinkEquity Partners
Good afternoon, and congratulations on a very solid quarter. Could you clarify, when you say ?8% sell-through rate?, what does that mean to the other 92% of your advertising? Does it mean that all that is being run through Google AdSense? Or is just part of that other 92% being run through Google's AdSense? And what's the opportunity to bring on additional ad networks, maybe hire CPM ad networks to better that, and perhaps bring on different advertising categories like BMW?
Ali Jenab
First of all, thanks Stewart. And then, on the 8% sold, the other 92% is a mixture of everything else: it's Google AdSense, it's Google video ads, it's actually some of the other campaigns that are not CPM related that we run, such as downloads and other activity.
We also have tried with some other networks out there, as you've been well aware of. They're small, still. We really put a lot of emphasis on our Google relationship, trying to optimize our site. We gained quite a bit by that over the last quarter, and continue to see good results on it.
Bottom line is, obviously there's a lot of opportunity to enhance all around, and part of the struggle with the 8%, I don't know if you caught this or not, but Patty mentioned our inventory grew to $1.8 billion from $1.4 billion in the quarter before, which is nothing to be ashamed of. But what happens is, when your inventory grows and actually your prices are up, you are just still not looking like you are selling a lot of sales by organization, but we did a pretty good job last quarter.
So it was a mixture of all, and we're evaluating some of the other opportunities that we potentially could do. One thing that we don't want to do is go through an ad network that potentially could compete with our direct sales organization on impression-based advertising. Because we feel like we can get a better price when we sell directly than if we go to a generic ad network that can sell to basically the tech community the same ad that they would have to buy through us. So we have to be careful to make sure we don't cause that conflict.
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