Comments on: The Ad Network Shakeout Has Started http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/ Trusted Insights and Conversations on the Next Wave of Technology Thu, 26 Nov 2009 06:47:41 +0000 http://wordpress.com/ hourly 1 By: Exponential, an Online Ad Network, Cuts Jobs - GigaOM http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-917147 Exponential, an Online Ad Network, Cuts Jobs - GigaOM Tue, 09 Dec 2008 19:15:42 +0000 http://gigaom.com/?p=26878#comment-917147 <p>[...] This isn’t the only problem — there is also the problem of too much. At the UBS 36th Annual Global Media and Communications Conference, panelists lamented that there were too many networks and too much inventory, which has pushed the price of display advertising down. This is going to lead to a big shakeout amongst the ad networks. [...]</p> [...] This isn’t the only problem — there is also the problem of too much. At the UBS 36th Annual Global Media and Communications Conference, panelists lamented that there were too many networks and too much inventory, which has pushed the price of display advertising down. This is going to lead to a big shakeout amongst the ad networks. [...]

]]> By: OpenX Offers Hosted Service | android blog http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-911512 OpenX Offers Hosted Service | android blog Sun, 09 Nov 2008 05:50:08 +0000 http://gigaom.com/?p=26878#comment-911512 <p>[...] OpenX remains a small player in the big world of online advertising, but a hosted version makes sense, and ties the company’s services in more closely with how other ad servers work.?? Now let’s just see how hard the whole online advertising space is about to get hit.?? [...]</p> [...] OpenX remains a small player in the big world of online advertising, but a hosted version makes sense, and ties the company’s services in more closely with how other ad servers work.?? Now let’s just see how hard the whole online advertising space is about to get hit.?? [...]

]]> By: Miki Szikszai http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-909157 Miki Szikszai Thu, 30 Oct 2008 10:22:09 +0000 http://gigaom.com/?p=26878#comment-909157 <p>Do you see other ad models - for example Federated Media's conversational marketing approach suffering in the same way?</p> Do you see other ad models – for example Federated Media’s conversational marketing approach suffering in the same way?

]]> By: The online advertising market: headed up or down? | YieldBuild Blog http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-909047 The online advertising market: headed up or down? | YieldBuild Blog Thu, 30 Oct 2008 00:33:49 +0000 http://gigaom.com/?p=26878#comment-909047 <p>[...] With a more pessimistic view, Om Malik of GigaOm, points to the implosion of ad networks as evidence of a weakening of the online advertising market. Clients are squeezing their ad [...]</p> [...] With a more pessimistic view, Om Malik of GigaOm, points to the implosion of ad networks as evidence of a weakening of the online advertising market. Clients are squeezing their ad [...]

]]> By: Russell Rockefeller http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-908772 Russell Rockefeller Wed, 29 Oct 2008 12:42:08 +0000 http://gigaom.com/?p=26878#comment-908772 <p>I predicted this about two years ago after unsuccessfully pitching a couple of ad networks about self reliance through technological acquisitions over publisher reliance. The overall attitude of ad networks is that it's way easier to propel growth by acquiring more publishers rather than taking charge and producing via lead generation platforms like the one I was selling. In a way it looks good on them but it's unfortunate that their overall lack of desire for technological progress has now hurt an entire industry. The problem with the ad network model is that it depends 100% on publishers that will take their traffic somewhere else if they are offered more money or if they are unhappy with treatment. Ad networks also seem to treat their top publishers the least well while simultaneously rewarding low earners. Low earners are not subject to as much scrutiny or late payments and red tape.</p> I predicted this about two years ago after unsuccessfully pitching a couple of ad networks about self reliance through technological acquisitions over publisher reliance. The overall attitude of ad networks is that it’s way easier to propel growth by acquiring more publishers rather than taking charge and producing via lead generation platforms like the one I was selling. In a way it looks good on them but it’s unfortunate that their overall lack of desire for technological progress has now hurt an entire industry. The problem with the ad network model is that it depends 100% on publishers that will take their traffic somewhere else if they are offered more money or if they are unhappy with treatment. Ad networks also seem to treat their top publishers the least well while simultaneously rewarding low earners. Low earners are not subject to as much scrutiny or late payments and red tape.

]]> By: Om Malik http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-908458 Om Malik Tue, 28 Oct 2008 17:17:37 +0000 http://gigaom.com/?p=26878#comment-908458 <p>@Steven Finch,</p> <p>I couldn't agree more with you. that is one of the reasons why all these guys are keeling over. it is a lot about hyper-targeting which Google does so well.</p> @Steven Finch,

I couldn’t agree more with you. that is one of the reasons why all these guys are keeling over. it is a lot about hyper-targeting which Google does so well.

]]> By: Solitary Reaper http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-908450 Solitary Reaper Tue, 28 Oct 2008 17:02:22 +0000 http://gigaom.com/?p=26878#comment-908450 <p>But according to this news, <a href="http://www.snugd.com/2008/10/27/online-advertising-spending-will-continue-to-grow/" rel="nofollow">online ad spending will continue</a> to grow amid the economic downturn.</p> But according to this news, online ad spending will continue to grow amid the economic downturn.

]]> By: Steven Finch http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-908436 Steven Finch Tue, 28 Oct 2008 16:08:41 +0000 http://gigaom.com/?p=26878#comment-908436 <p>Advertising on the internet is all about knowing your audience and knowing how much they are worth (TARGETING). Ad networks have very limited targeting, either just simple Run-of-network or Channel sections. These sections are defined enough and basic CPM ads dont provide rewards for advertisers.</p> Advertising on the internet is all about knowing your audience and knowing how much they are worth (TARGETING). Ad networks have very limited targeting, either just simple Run-of-network or Channel sections. These sections are defined enough and basic CPM ads dont provide rewards for advertisers.

]]> By: Andy Gongea http://gigaom.com/2008/10/27/the-ad-network-shakeout-has-started/#comment-908330 Andy Gongea Tue, 28 Oct 2008 09:59:36 +0000 http://gigaom.com/?p=26878#comment-908330 <p>I think that advertising is the first domain with major losses. Because when you want to cut expenses you don't cut the production but the promotion.</p> <p>So, I think we can see lower rates in online advertising.</p> I think that advertising is the first domain with major losses. Because when you want to cut expenses you don’t cut the production but the promotion.

So, I think we can see lower rates in online advertising.

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