Open ad networks will trump black-boxed networks

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manyadnetworks_small.jpgADOTAS — The death of ad networks has long been foretold.

In a bleak advertising landscape, with brands and agencies looking to capture more dollars from their data by creating their own ad networks, third-party players might be the ones that will be either squeezed or shut out entirely. There are opportunities, whether the overseas market or a class of inventory called secondary premium, which is expected to be the highest-growth category in online media in the coming years.

Andy Monfried, CEO of Lotame, who spoke to me at a Digiday conference, said there are also opportunities for those who open up their technology. (The video, hosted by Youtube, keeps disappearing. If it’s not viewable, here’s the url.)

9 COMMENTS

  1. Just another blo hards opinion….This is exactly the danger of the unretricted web Everyones an expert because they appear on camera…give me a break…

  2. Just another blo hards opinion….This is exactly the danger of the unrestricted web Everyones an expert because they appear on camera…give me a break…

  3. Calling someone juvenile names is not a response. Outside of RJ Lewis, no one has commented on what the future model of ad networks should even be.
    Transparency is a good thing, and if you have invested in creating technology that adds value, you’ll win. If not, you won’t.

  4. Secondary premium? Is that like Nordstrom Rack or TJ Maxx? Meaning, it’s quality stuff at ridiculous prices, but it’s buried in tons of other crap that is torn or unusable and takes a lot of effort to extract?

    Just askin…

  5. I really don’t understand why Andy was so viciously attacked here. I don’t know him at all, but thinks he makes some very good points.

    @Agencies becoming networks: Has anyone picked up what MediaBrands is doing with Cadreon (www.cadreon.com)?? Andy is spot on.

    @Advertisers buying audience and not impressions: This has already started and will only accelerate as the tools for taking audience data (segmented cookie lists) and using that to target media buys improves. This process is currently quite manual and clunky, but it’s the killer application for exchange-based media buys. Again, Andy is spot-on.

  6. Stephan – good comments. Hopefully labels become less relevant here. BTW I didn’t watch the Andy video yet but it’s just as natural for people to want to smash people who give their opinions on the future of this industry, just as it is natural to wrap into your opinions some self-promotion of your current venture in the space. Speaking as a former analyst I can guarantee, there is no such thing as unbiased opinion.

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