A lot folks I know are always looking for new ways to purchase or manage online advertising. Depending on the size of your website you probably should consider having a 3rd party come in and help. They can get your advertisements onto those bigger name sites through their existing network of partners. They can also really help with optimizing your campaigns.
Normally I recommend a company like Adblade to friends and clients. They have a nice offering and some great partners that include a lot of the major news sites like USA today, Fox News and MSNBC. In addition to great placement on these news sites they also use some unique ad creative that tends to out perform the usual stuff.
Oh and if you’re looking at the other side of the business and trying to monetize your own library of content they can help with that too. Overall its a pretty nice holistic approach for publishers or brand marketers out there.
Check it out and let me know your thoughts in the comments.