Comments on: Can 314 Ad Networks Really Thrive?

By: B2B Ad Networks Are on the Rise » Adotas

B2B Ad Networks Are on the Rise » Adotas — Thu, 23 Oct 2008 16:36:01 +0000

[...] their ad inventory. Even after significant consolidation in the space, some say that there are over 300 ad networks out there, all vying for impressions and higher CPMs. Yet, of these 300+ networks, most with minor to [...]

By: Used Sailboats

Used Sailboats — Mon, 06 Oct 2008 02:14:05 +0000

Well this allows companies to spread out their campaigns though the various channels and watch conversions from each network. Maybe your a b2b business and Google is just not working for you. Instead of search these other networks probably have unique placements.

Having more options to better target your products is a good thing.

By: Outlet Coach Bags

Outlet Coach Bags — Mon, 06 Oct 2008 02:10:56 +0000

I think its great that more and more networks are coming into play. Google has become way to powerful when it comes to online advertising and having only a few major players is not good for advertisers.

By: Noah.tv

Noah.tv — Thu, 25 Sep 2008 17:16:01 +0000

I love ad networks because they can make life easier for Big 5 media buyers to access remnant inventory quicly and efficiently.

But in the future, it’s all about transparency.

Sadly, only a few like Interclick deliver this.

By: How Many Middle Men? » msdanielle - just another ego blog site » Blog Archive

Tue, 02 Sep 2008 07:54:37 +0000

[...] continually learning about more and more. Last week I ran across an article at adotas titled “Can 314 Ad Networks Really Thrive?” which touched on a recent concern of mine. Author Michael Sprouse addresses the growth of [...]

By: Christopher Weiss

Christopher Weiss — Fri, 29 Aug 2008 18:34:10 +0000

I’ve seen the number frequently put at 400+ ad networks. And new network launches still seem to be outpacing acquisitions. The reality is that they are just getting started. It is true that there are a lot of ad networks out there, and there is good reason too. Niche audiences and strategic reach, advertisers need both at the same time. They need massive reach to get their message across and hit their key performance indicators. They also need to diversify and specialize and focus depending on what they’re selling or to whom they are branding. One day they may need laser like focus on a specific audience segment and the next they may need numbers on a Biblical scale. Usually they need both at the same time: the “massive niche”.

By: Sam Sim

Sam Sim — Wed, 27 Aug 2008 08:34:27 +0000

Like many other media type previously found before internet, consolidation is a must to centralized services to marketers.

But how soon this thing is going to happend is the only question we have right now.

By: David Carlick

David Carlick — Tue, 26 Aug 2008 21:34:05 +0000

Why not? The world supported 5,000 magazine titles (in the heyday of print), and still several thousand.

By: Mike S.

Mike S. — Tue, 26 Aug 2008 20:03:16 +0000

Igor, I think that more and more marketers do want to go to one central place to manage media, and definitely don’t feel they have the time or energy to use the phone to negotiate. I think that’s OK, but also lends more credence to what we might see in the future as there being a handful of “one-stop-shops” that have many different capabilities and control the market. Danielle, I also agree with you, that there is a need right now to “manage the networks”, and that that need will continue into the near future. Many companies right now manage networks, and some networks even UTILIZE other networks to round out their own inventory. Its a virtual circle right now and for the foreseeable future, but at some point will become more efficient and less cluttered I’d have to think.

By: danielle

danielle — Tue, 26 Aug 2008 18:10:48 +0000

while i agree that “Advertisers and agencies will want one or two networks to encompass all of their needs,” unfortunately due to #1 Web Inventory Quality, they may not have the luxury of scaling down to only one or two networks.

I think we are going to reach an era where there will be a middle man between the middle men (networks and affiliates, for example) before we see consolidation of networks. similar to what you mentioned in regards to networks, these middle-middle men will be born out of need. i can’t possibly manage the numerous networks i’m using now, and my only wish is that someone would manage them for me. say, a network mgmt company…