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Ad Networks the next new Dot-Coms

Submitted by admin on Sunday, 29 June 2008One Comment
advertising network. Other sites are morphing their own business models to tap into the ad network craze. For example, ZoomInfo, a company that started out as a search engine for information about people, is using the data it gleans about people in a targeted ad network.

Prediction 1: We’ll see dozens more ad networks announced in the next 12 months.

Prediction 2: 95 percent of them will be gone in two years.

Everyone who has ever sold advertising says that buyers like things to be simple. And the plethora of competing networks and technologies is anything but. Google has already proven that there is a powerful network effect to advertising. The more buyers and sellers in one place, the better prices for all.

Yes, there are some who argue that the rise of advertising exchanges, like Advtise.com will help make the market efficient for lots of players. That could be, but I’ll still stand by the idea that Google and a handful of others will end up with the vast bulk of the ad network business.

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