Pace & MediaPost: Death of Ad Networks
If you didn’t notice this morning (and well, I didn’t notice either), MediaPost published a long article of mine about the future of advertising networks. I was hoping that with all the work put into it, it was going to be a featured piece – instead it was regulated to the “opinion columns” along with the article “I love me some advertising, long time.” That being said, I’m still happy that MediaPost published it. However, you might not have also noticed it because it generated so much buzz, that it crashed the MP servers!
I wanted to give a little background on the story, which had to be removed before you giddy-up to read my masterpiece. Originally I was asked by ImediaConnection to write this article, which was going to be published as last week’s centerpiece. For whatever reason, someone over there canceled it last minute and I was told it was because of scheduling conflicts with their editorial board. As a former employee of the company told me, it was most likely because it was in direct conflict with some of their major advertisers, who are touting “technology” as the key to everything. Who knows, I’m just happy that people are reading my stuff again.
I started this article, really curious about the future of ad networks. I started in this industry in 1998 as one of the owners of a company called Cybereps, probably the first interactive advertising rep firm on the planet. In my early 20’s, I wasn’t that familiar with advertising in general, but I knew that the key to anything was engaging audiences and forming relationships. Cybereps was gobbled up by Interep Interactive, became Winstar Interactive and everyone but me received money for the stock. Thus, writing this article meant a lot to me, and brought a lot of the things back that I was saying over 10 years ago about audiences and the key to interactive advertising.
Anyway, I hope you enjoy the article at MediaPost:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123560
?
4 Responses to “Pace & MediaPost: Death of Ad Networks”
Leave a Reply
(C) 2010 Pace Lattin. It is the policy of this blogger to not edit or remove any content and comments, unless it is specifically attacking a protected group or irrelevant to the conversation, such as a spam. These are the OPINIONS of the respective writers, posters, commentators. All DCMA Notices shoudl be sent to pace@pacelattin.com
LOL. Dammit I wanted to read the article.
Service Temporarily Unavailable
The server is temporarily unable to service your request due to maintenance downtime or capacity problems. Please try again later.
Apache/2.2.3 (CentOS) Server at http://www.mediapost.com Port 80
I got a chance to actually view the article now. Wow, that was like being at the scene of a crime watching smoke wisp off the end of the gun. Nice article Pace! I have some similar arguments about how it sucks to be a publisher right now and dealing with ad networks which would make a very controversial article as well. Maybe we can get together and crash Media Posts servers again.
Great article! I too called it when I worked at Lycos way back when that bigger companies were going to keep buying the smaller guys and one day we would be left with 3-6 major sites – hahahah…so far I’m not too far off. I think ad networks have to work much harder to prove themselves – too much fraud, not paying, no way to contact someone is happening.
I am very choosy about who I work with these days – but the people I work with I’m very pleased with!
You might be getting a little carried away, Pace. Our industry insider contributed pieces always run in the commentary section on the newsletters and in the commentary section on the Website. In the newsletter this is a prominent and featured spot at the top. It’s true that we provide a platform for people in the industry to voice their opinions (clearly delineating this content is one of the ways we do this, and I would hardly call it "relegated" and I am sure our many contributors would also find fault with that designation). Again, I thank you for offering us the chance to publish your piece. Also, the story was hardly responsible for our brief service outage, but thanks for trying.