Ad Networks and Deportalisation

Jeremy Liew writes: “If you cant grow by selling your own inventory, then youre forced to sell other peoples inventory. That was the driver of AOLs acquisition of Advertising.com, and its the driver of Microsoft and Yahoos recent acquisitions as well. It also explains the prices that they paid, which some fear to be too high. Fear of loss is always a greater motivator than the prospect of gain. The big portals are looking down the barrel of a loss of their share of total pageviews, and are willing to fight hard (i.e. pay up) to avert that loss.”

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