The Coming Open Ad Market
Fred Wilson covers RMX Direct launch in “A VC”. He’s not certain that networks will jump on board, but I think he misses the fact that Right Media already has 50 networks in 5 continents using their technology. The big question is: which of the Big 4 networks (ValueClick, Advertising.com, YPN, AdSense) participate, and which try to attack? Sounds like Tribal is of the “attack” mindset based on the comments on the TechCrunch piece, but since they’re not Big 4, it really doesn’t matter.
I believe that ad networks are going to dominate online advertsing in the long run and posted my thoughts on why I think this a couple months ago. If you take those thoughts to the next level, then a system to optimize ad networks for the publisher is the next logical step.
We will see if RMX Direct gets traction. There are some issues they will have to solve. First, is it simple to deploy? I’ll let you know the answer to that shortly. Second, will third party ad networks agree to work with them? There is some discussion about that subject in the comments to the techcrunch post. And third, and most importantly, will RMX Direct filter out spam, viruses, and unattractive ads from my blog. They have something called MediaGuard which purports to do this. If it works well, they have solved a big issue with an open ad marketplace.
(Via A VC.)
No comments yet
