Myth: 'Premium publisher' inventory is worth the premium CPM.

Myth: 'Premium publisher' inventory is worth the premium CPM.
No. The logo is premium; the placement usually isn't. Qualify it in 5 moves before you pay up:
— Find the actual ad slot — is it the article body or the 'Around the Web' chumbox at the footer?
— Check the URL path; /sponsored/ and /partner/ subdomains often sit on separate, junkier supply
— Inspect who else advertises there — if it's all toenail-fungus and 'one weird trick', so is your audience quality
— Compare your CVR on this 'premium' source vs an open-exchange equivalent; often identical
— Ask if the deal is direct or resold through 3 hops of header bidding
Allegedly the brand halo rubs off on you. It doesn't. You bought a footer slot at a press-release markup.