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Upstream's Doug Weaver: Ad Tech's Marketplace Must Consolidate Into Hands Of Very Few Co's

Doug Weaver, Founder & CEO for Upstream Group makes a very good point with his comment on an Ad;Tech industry "reality-check" article, that was contained in yesterday's instapost. Doug says:

"I've always believed that technology-driven process automation is a natural phenomenon in our world and will only get bigger as the years go by. I wrote about it in 2007 and I still believe it today.

But I also just as firmly believe that:

(a) the ad tech marketplace must and should consolidate into the hands of very few companies and

(b) that the flood of VC money has perverted the market, creating a surreal world in which "serial entrepreneurs" survive by continually taxing the dollar exchange between marketer and publisher."

No doubt about further consolidation is inevitable. So, Co's will merge to form stronger solutions. Others will fall by the way-side as already, they have 'run their race'. ("Build your company and your services to last 25 years, not 25 months."? - Three Little Pigs/a house built of stone?)

I'm more than convinced that (in going forward) a global independent Search Advertising Network will get to provide the bulk of that 'one fits all' consolidation requirement (providing RT - real-time 'spot market' type targeting), and its a move that Doug Weaver predicts.

Ideal Consolidation?

1- I like the work of BloomReach and that (we're told), along with their "Cloud marketing platform BloomReach has developed a web relevance engine (NYSE:WRE) that gets to analyzes over a billion each of customer interactions and web pages daily to drive their tool suite."

2- In describing itself being a search syndication network adMarketplace tell all it that syndicates traffic from non-major search engines - meaning search queries from users. [VIDEO] ........."100's of 1000's of different traffic sources".

3- Knowing that Looksmart get to receive it's own search query data via Google & Yahoo search engines (as we have been told) would seem an ideal 'get together' for these three as mentioned, for starters.

(The other above-noted Search Advertising Network in 7Search.com - and who appear to be working with Looksmart, is described as being a premier Internet affiliate network specializing in serving pay-per-click [PPC] and who work with the likes of MaxBounty.

Max Bounty For Publishers..."We earn when you earn." - 7Search can then get to remain as or, become a 2nd Tier stand-alone and a separate option for advertisers to include (add) such traffic - within any merge of those above three - for a Big Brand one marketplace buy option?

Always, only an opinion.

LOOK: $0.83 Up 0.0080 (+0.97%) Nov 7, 3:59PM EST

LC

Disclosure: Long LOOK

ps; Traffic (%) Reach on Tues, July, 17th - Announcement Day (Trailing).

Estimated percentage of global internet users who visit looksmart.com:

  Reach % Change
7 day 0.0047% -10% Change in Reach % over the trailing 7 day period
1 month 0.0057% +0.9% Change in Reach % over the trailing 1 month period
3 month 0.00521% +11%

Change in Reach % over the trailing 3 month period

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Current Traffic reach (As @ November 5th, 2012)

Estimated percentage of global internet users who visit looksmart.com:

  Reach % Change
7 day 0.0123% +26% Change in Reach % over the trailing 7 day period
1 month 0.0113% +30% Change in Reach % over the trailing 1 month period
3 month 0.0086% +57% Change in Reach % over the trailing 3 month period

Note how the 7 Day Traffic percentage has risen up from down @ 0.0047% on the day of the Announcement . - July, 17th

www.alexa.com/siteinfo/looksmart.com#

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