Ad:Tech? [We're] "All In Together This Fine Weather"?

Nov. 09, 2012 2:33 PM ET
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Contributor Since 2006

Longstanding investor in Looksmart (and a 70 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media (sadly), has lost a sense of that preponderance it once held in our society. There is hope. - But it needs a fundamental change in that ingrained culture that has been the way, of the past. Please read the article linked below (and especially all the 'free' user comment), that has also been added today.] And, history will soon show that ACAP (the, Automated Content Access Protocol), that I have been so "passionate" about in many a post made everywhere over the past few years, will not only become a part of our every-day lives, but will be fiercely-enforced along the way...And rightly so... Where your "free" (Local) "rag", may well even survive and become (as was also predicted by myself back in 2005). the very "lynch pin" between local business and the web! :) And it seems that Europe will lead the way....It's a lengthy read, that some will find is well worth-while to do so. "Publishers demand IP Rights To Protect Journalism" Cheers!! Added August 16th, 2011 - "Newspapers Need a DNA Transplant" http://www.editorandpublisher.com/Newsletter/Article/Newspapers-Need-a-DNA-Transplant March 6th, 2012 - "Newspapers: It’s not a revenue problem, it’s a culture problem" http://gigaom.com/2012/03/05/newspapers-its-not-a-revenue-problem-its-a-culture-problem/ “Publishers need to think how that [their] brand lives on the Web" - http://www.digiday.com/publishing/in-turnabout-publishers-act-like-marketers/ Rupert Murdoch: The future of newspapers is all digital http://dlvr.it/1V8dPY New Orleans, newspapers and the beginning of the end By Mathew Ingram May. 25, 2012 http://gigaom.com/2012/05/25/new-orleans-newspapers-and-the-beginning-of-the-end/ Friday Sep 21, 2012, 11:22pm EDT LOOK: $0.89 Up 0.08 (+10.53%) 4:00PM EDT|After Hours : 0.89 Up 0.00 (0.03%) 4:09PM EDT Two excellent articles I've just read (I feel) encapsulate this lon 'drawn out' road to come up with a solution that becomes, the 'intersection of search and display'. Read on.... "Do you hear that rumble in the distance? It’s change coming. What sort of change, you ask? Well, the events of the last few weeks collectively point to a pretty big shift in the search landscape. First, has traditional search engine usage reached its peak? When people skip over a search engine and go straight to Amazon for product search, it’s clear that either Amazon is doing something very right, or search engines need to improve their results. Changes to Google Shopping may help improve the experience for users, but is it too little too late?" http://www.mediapost.com/publications/article/183511/the-future-of-search.html Then.... "Google News, its executives tell me, now "algorithmically harvests" articles from more than 50,000 news sources across 72 editions and 30 languages. And Google News-powered results, Google says, are viewed by about 1 billion unique users a week. (Yep, that's billion with a b.) Which translates, for news outlets overall, to more than 4 billion clicks each month: 1 billion from Google News itself and an additional 3 billion from web search. As a Google representative put it, "That's about 100,000 business opportunities we provide publishers every minute." http://www.theatlantic.com/technology/archive/2012/09/google-news-at-10-how-the-algorithm-won-over-the-news-industry/262641/ It's been an amazing story all the way. With LUMA Partners publishing it's LUMAscapes that map over 1,500 companies across seven sub-sectors of digital:companies saying, that within the circles alone [they] represent approximately $3 trillion of market capitalization and $450 billion of cash and securities. - http://www.lumapartners.com/the-strategic-buyer-lumascape/ Where do they start to rein-in some of that invested capital? My thoughts are contained in the following two links: https://www.facebook.com/ross.bradley.18/posts/10151231209526605 http://seekingalpha.com/instablog/36191-lookingconfident/932031-an-rtb-global-open-marketplace-handling-up-to-100-billion-events-per-day?source=kizur#comment_update_link

It was Jim Spanfeller - CEO, Spanfeller Media Group who had recently posed the question to the industry (@ AdExchanger), in his wanting to say to everyone .. "Can't we all just get along"?

[He went on]

"Does one thing have to be bad for another to be good? Aside from sounding silly, all we really do with these hyperbolic arguments is cause more confusion and thus push the time when digital will be the top dog in ad spending further away."

If you build it, Brands will come?

It seems that there are some (in the industry) who've been suggesting that the banner is dead! Yet in the past hour I've read that (in working with programmatic buying) a huge brand marketer in Kellogg (see link, for article), have said, that .."depending on the brand, the digital media ROIs have increased as much as six times"

CONSOLIDATION

..A few days back I read of UpStream's Doug Weaver (see link) saying that the ad tech marketplace must and should consolidate into the hands of very few companies!

Then Eric Picard (CEO of Rare Crowds) comes out and declares:

...."I've repeatedly said over the years that at the end of the natural process this industry is going through, we'll end up with two to three major platforms (possibly four) driving the entire ecosystem, with a healthy ecosystem of other companies sitting on top of them.

Story: http://bit.ly/RnXa37

And it is AdExchanger's great comic today that suggests to me that the 'big boys' may have just about decided, that 'time waits for no one'.

AdExchanger: www.adexchanger.com/comic-strip/comic-th.../

AppNexus (who'll represent Microsoft admirably) have beat their drum loud and clear (in recent days) and they claim exposure to 7 billion daily impressions on the (above) FBX.

Well placed re-targeting supremo Criteo - and an $800 Million Valuation (with its many partnerships and a reported 700 employees) are holed-up in a Paris Taj Mahal appear just a little 'all dressed up with no-where to go'. An 'intro' to a couple more 'key' larger players, wouldn't go astray.

John Battelle's Federated Media (story), with a network of 145,000 sites and who reach nearly 180.1 million unique visitors a month; and are the 6th largest U.S. ad network -- has committed to programmatic for the road ahead.

I've stated my own 'wish list' for consolidations, that could help 'simplify' the buying of 'user intent' (in real time), and from what becomes a ONE platform - and across a ONE (independent) marketplace.

Facebook? May well be repeating Jim Spanfeller's words up there in the 1st paragraph? [And, that it's].... All in together this fine weather?

An opinion as always.

LC

ps; 'Programmatic' is not just RTB | Econsultancy

Disclosure: Long LOOK

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