ADOTAS — Almost spit up my coffee when I read this screed from Ari Rosenberg, a media sales consultant.
Put aside Ari’s obvious bias, considering his job, it’s the same complaints about ad networks I hear constantly. Cheapening inventory by basically undermining direct sales.
Are you aware of any other medium in which clients agree to make a media investment with the condition that they are not allowed to know what content properties their ads will appear on? And yet ad networks publicly contend they protect the identity of the content brands they siphon inventory from, by offering clients buys on a “blind basis.” So you mean to tell me, ad network sales reps calling on Nike, for example, who may have well regarded-sports sites in their bag of impressions, aren’t going to let buyers know that as part of their blind buy, their ads will appear on sites “like SI.com?”
Except of course, that there are ad networks that become trusted partners, and I think Ari paints all with the same brush. As I have said before, as publishers shake the money tree, the ad networks that have better technology and are more open will win the day. And whenever that happens, there will still be complaints by direct sales teams dependent on what they sell. No options works better for them.