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Monday, March 22, 2010

Ad Network Confusion Mounts

The announcement that an ex Doubleclick platform lead is launching a search retargeting network sounds interesting, but it serves as a key reminder that the display ad space remains mired in confusion.

Niche ad targeting concepts are interesting and attractive in principle, but in terms of total volume and advertiser priorities, they still look like they're nibbling at the margins. That state of affairs gets worse when you realize that literally hundreds of viable networks, exchanges, hybrids, and resellers are nibbling at that same sliver of pie. This creates a paradox of choice for the buyer, and more likely than not, their first "next move" will be to buy from a brand they know and that sounds big, directly: like Facebook.

The problem seems to be: every time another company comes in aiming to disrupt the display ad space, they join the other 500 companies that have been threatening to do the same thing -- since 1998.

Posted by Andrew Goodman




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