Top tier Web publishers–already wary of ad networks and exchanges–are growing increasingly squeamish about the potential impact of demand-side buying platforms created by the top agency holding companies.
According to sources, several publishers have discussed banding together to establish their own publisher-centric ad platform, designed to protect pricing and data for premium sites.
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Web Publishers Fear Agencies’ Demand-Side Platforms (via everythingismedia ) Silliness. People are worrying about the wrong thing. Your product works or it doesn’t. You offer value or you don’t. (via mikehudack) This drama is going to get interesting. See this related news on AOL from today: JP Morgan analyst Imran Khan first floated the idea that AOL should remove its inventory from the company’s Advertising.com and concentrate on selling premium only as a way to reverse its revenue declines. (via jryu) Sawickipedia: @mikehudack - what the heck are you talking about it? This has absolutely _nothing_ to do with the quality of the product. It has everything to do with how that product is sold. And publisher’s, especially when they don’t have a transparent way to manage, value or share their user data (oh wait that’s what my last company Lookery did - but that’s a different story), do have something to worry about. Effectively the way that demand side networks are being created - they are effectively hoping to arbitrage for their own benefit their data advantage over publishers. Publishers are right to want to get their fair shake and do absolutely need to worry about whether they are getting a fair deal. As the guy who currently manages the business and ad relationships for a very large web publisher, this is a fair concern regardless of how good or bad my site or content is. |
