I think companies have to be careful with their corporate blogs.
Pubmatic helps publishers eke out extra revenue - allegedly - by better managing the use of ad networks.
Right there, Pubmatic plays at the bottom of the barrel, which is ironic, because the ad network market has topped off.
Proof that the market topped off comes in two ways:
- look at the barrage of me-too deals in the space: Blue Lithium, Right Media, Doubleclick etc. etc. etc.
- look at the herd mentality at media companies: Forbes, Viacom, Martha Stewart have all launched ad networks.
Anyway, I’ve commented on the follies here before, but the craziest part of all of this is that coming up with systematic and market-based conclusions based on ad networks is just a sign that we’re getting stupid and lazy.
Marketers spend 15% of their budgets on ad networks because they like to experiment and some like to maximize reach etc. But using that 15% of after-thought spending to make a point about the general online ad market is as ridiculous as using the top 1% of real estate online to make a point.
Subscribe: