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Monday, April 14, 2008

Burst Media, That Old Thing?

comScore's release for March contains some fairly riveting stats. Numbers this aggregated don't really speak for themselves, to be sure, but the picture painted is one that is far less monolithic than current media accounts (mea culpa I suppose) might suggest.

The ad network stats pictured here, for example, show many of the supposedly "tired old" companies doing some pretty brisk business. And some of the startups in the group show real promise.

Some niche ad networks are doing pretty well, too. As are individual sites, selling their own inventory.

If niche ad networks have a role to play, and if the best economics for large individual publishers (as Jason Calacanis recently argued) are to sell their own ads and barely use networks at all, then look forward to continued variety in the ad sales economy. No monolithic "takeover" by any big network is in the works. If anything, it proves the value of the publishers themselves. It is mighty difficult to control someone else's inventory, as disintermediation is only a click and a better deal away.

Conveniently left out of the tables: revenues.

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Posted by Andrew Goodman




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