All these big players also acquired various Behavior, Video and Mobile ad systems… Apart form these big players there are more media firms who’ve been on obtaining spree of numerous smaller sized players in the market, like Ybrant Digital (acquired Addynamix and Oridian), WPP (acquired 24×7 Real Media) etc… Research on Advertising Network model from various sources IAB, Comscore and so on provides for us enough data to consider the scope of Ad Network’s achieve in to the targeted audience and just how potential may be the business. AOL’s experience – starting with the purchase of Advertising.com for $435 million in 2004 – supplies a helpful reference point concerning the recent development of ad systems. From under $100 million in revenues in 2002 to roughly $650 million in 2007 (a CAGR of 55%), AOL’s third-party ad systems (mainly Advertising.com) now take into account roughly 27% from the unit’s advertising and content revenues. Based on the worth lately put on Yahoo! by Microsoft, AOL’s advertising and content business might be worth around $20 billion, and Advertising.com represents a substantial part of that value.
Though all individuals acquisitions and also the revenue now originating from individuals units is definitely an exciting story, presently a great deal is going on within the Adertising Network industry turf. Dynamic nature in our industry causes us to be face challenges every occasionally. Current challenge is the fact that many big media the likes of IAC, News Corp, and Time Corporation. are while aggregating all its web qualities into an advertisement network that belongs to them, meaning, limited immediate access for any general Ad Network towards the media provided with couple of from the greatest portals. On the other hand you will find enough legitimate arguments that you will see any scarcity of media using the existing writer systems:
1) This transition will require considerable time and experts doubt that it is not worth an attempt for that bigger media proprietors to create there own ad systems. Though they’ll be more organized in handling the large audience they’ve on their own qualities but Advertisers now-a-days need variety which require is caused by transfer of trend in the macro level. Online marketing is facing unparalleled change, introduced on with a volatile economy.
2) There are millions of two to three Tier independent publishers who’ve no choice but to participate a current Ad Network to maximise their ad revenue and provide their visitors best offers in route when they go swimming within the sea of content.
3) Improved targeting technologies (beyond contextual, demographic, social, behavior). New methodologies like free content v/s community (user generated content – users share videos, blog posts, and widgets with one another across sites) targeting. We have to exist where users are.
Do not wonder how you would use the data once it is collected. It would be processed in such a meaningful way that you would easily get to know about the industry trends that would decide the future of the company.