Ad verification is the wave of the future for display. It's becoming apparent that most any site or audience can be purchased from a variety of partners. Site Direct, DSP's, GCN, Mega Networks, and Niche Vertical Networks. In reality, you can probably buy any site from about 3-10 partners depending on what flavor, pricing, and overall value. Essentially, media networks are becoming more of a VAR (value added reseller) of inventory, rather than an access point.
I suppose, as a media buyer you should be asking which media company is providing you with the best services:
- Transparency
- Above the Fold Placements
- Audience Targeting (proprietary data, which 3rd party data, re-targeting, etc)
- Custom site integrations
- Creative services / custom ad banners
- More sophisticated ad placement software? Are they picking sites because these are the only sites they have access to, or are the sites first selected by how well they map to the campaign audience and content adjacency objectives?
2010 will be a year of change, and there could be a major transformation on how media is purchased and from whom. I believe the changes will favor networks and media companies who have invested into technology and systems to add significant value to the media buyer.... beyond just ad placement. It could be the year where we see 200-500 ad networks and media companies get squeezed out of the business as their services become disintermediated.
Always interested in seeing change in the business, as change offers opportunity.
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