turning empty space into cash
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You've been competing against other Ad Networks for expensive real estate such as Leaderboards, Rectangles, and Skyscrapers. For you to increase your reach by targeting sites not using your network, you need to make difficult 'replacement sales' (convincing publishers to REPLACE your competitors' ads with your ads).
Start making easier 'addition sales' (showing publishers they can keep their existing ads, ADDING your ads to their site's empty space).
Every element of the web has been monetized - except for empty space. After you've locked up the empty space of your competitor's publishers, they'll envy your first mover advantage.