Who Can Do A Headstand As Interactive Marketing Gets Turned Upside Down?
The interactive marketing agency and ad server licencing industry is consolidating, with Google’s $3.1 Billion acquisition of DoubleClick, Microsoft’s $6 billion acquisition of aQuantive andWPP acquisition of 24/7 Real Media. Almost forgotten, Accipiter the up and coming ad server company was acquired by aQuantive two months ago and its almost become old news, but Yahoo took out Right Media this month as well. All the major ad servers are now owned by the top players.
The market seems ripe to introduce some objectivity into the ad server market. So along comes Sapient. As the world’s second-largest interactive agency, Sapient is getting into the ad-serving frey promoting their objectivity with its own home-grown technology called BridgeTrack, which was announced today.
Following the wave of recent acquisitions, advertisers and marketers who use ad servers from DoubleClick, 24/7 Real Mediaand aQuantive to measure the impact of different types of media — including Google search and MSN — are worried about loss of objectivity and conflict of interest while publishers in direct competition with Google are reluctant to embrace DoubleClick’s tools for fear of sharing sensitive information with the enemy.
These industry developments have accelerated the expected demand for an independent online advertising platform supported by integrated tools and services and Sapient hopes BridgeTrack is the answer. Of course there are a fewremaining independant ad serving companies such as Zedo, but they are becoming few and far between.
Named the second largest interactive marketing agency by Advertising Age, Sapient has developed the BridgeTrack ad server in hopes of doing it better. After 7 years of development and 25,000 interactive campaigns for clients including Motorola and Celebrity Cruises, Sapient will be making its BridgeTrack ad server available as a stand-alone product.
According to Sapient Chief Creative Officer Gaston Legorburu, demand for the BridgeTrack platform has grown significantly in the wake of recent industry consolidation and acquisitions. Apparently Sapient thinks it can find its balance amidst the industry shake-up. We shall see.
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