"There's no end to predictions of the demise of ad networks. The basic
story is the same: Ad networks used to differentiate themselves based on
inventory, data and relationships -- but now everyone has the same
access to inventory and data through exchanges, and relationships come
and go. While there's some truth to this narrative, the part no one
talks about is the blooming of whole new categories of ad networks based
on differentiated inventory, proprietary data, and industry-specific
relationships. Let me explain," starts an AdAge post. "Over the past month I've had conversations with three entrepreneurs
leading successful startups outside of advertising, all of whom were
contemplating an entry into the display ad space. The businesses were
different, but the rationale was the same: 'We've got great
relationships with media companies in our space, we've got better data
on customers in our market than anyone else, and we already service the
advertisers looking to reach these customers.' Voila! An ad network is
born!" Read more.
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