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 Send to email | Online Publishers Blame Slow Sales On Ad Networks, Join Them Anyway in General |  By Silicon
el 03-Jun-2008 |
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 Why are online publishers from Forbes.com to ESPN to Turner Networks taking shots at ad networks? Here's a theory: Their own ad sales are softening, and they suspect ad networks are partly to blame.
That's Collective Media CEO Joe Apprendi's argument. Collective Media is a top-15 ad network that sells inventory for Tribune, Gannett, Reader's Digest and the New York Times. It also just acquired ad targeting startup Personifi for a low eight-figure sum. Apprendi's view:
I think some publishers believe that because of lighter online advertising demand, they think that ad networks are stealing share from their direct sales forces. The way to neutralize that is to say that you won't do any business with an ad network, or at least not any ad network.
Guess what? The publishers are at least partly right -- ad networks are growing much faster than direct-to-publisher sales. But Apprendi argues that fighting that is like fighting gravity. For starters, publishers need networks' help -- because at any given time, he says, about 50% of publishers' ad inventory sits unsold. And since media buyers have now embraced ad networks in addition to direct publisher buys, it's way too late to exclude the networks now.
Is Apprendi's argument self-serving? You bet. But it also has the ring of truth to us, and we think that many of the publishers who are publicly critcizing ad networks think so to -- that's why many of them are creating ad networks of their own.
See Also:
Procter & Gamble, et al, Changing The Way They Buy Ads, "Wreaking Havoc" With Big Media
Ad Networks Are For Losers
Economic Slowdown Slamming Ad Networks, Desperate Publishers That Use Them
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 | Kotaku`s The Gamers Guide |  Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Joystiq | Blogger | Covers video game news from an independent, unbiased perspective
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| The four publishers behind GameStop's domination |  Filed under: Business
GameStop has revealed that merchandise from only four publishers made up more than half of its 2007 new product sales. GI.biz reports out of the 40 publishers and manufacturers with goods sold at Gamesto [..] Read complete article | | Published 04-Apr-2008 by Alexander Sliwinski in eagamestopmicrosoftnintendosalessony
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| Undertone Networks Takes Investment From JMI Equity | | Online ad network Undertone Networks has received a strategic investment from JMI Equity; no financials disclosed.
Brad Woloson, a general partner at JMI will join Undertone's board of directors. ORIX Venture Finance and Jordan, Edmiston Group helped patch the deal together. Undertone, a unit of Intercept Interactive. Undertone said it would use the funds "to accelerate new product devel [..] Read complete article | | Published 31-Mar-2008 by Silicon in General
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| Nokia releases Q3 2008 figures; sales and profits down |  Nokia released its interim report today covering performance in Q3 of this year. Long story short, it wasn’t pretty. Nokia had predicted a slow third quarter and a slow third quarter it had indeed. Market share was down, shipments were down, sales were down and profit was down. Perhaps the most alarming statistic is Nokia’s [...] [..] Read complete article | | Published 16-Oct-2008 by Zach Epstein in NewsNokia2008FinancialsQ3
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