Ad networks, the future of media companies?
In the previous post I mentioned how content sites should try to find external content and merge that together with their own to create a even more valuable and unique experience for their visitors. However, it’s quite possible to argue against such an idea.
The Metro blog project is a pretty neat idea, however it was not thought through and apparently they hadn’t figured out what it meant to their business. What it was the beginning of Metro as an ad network. Hence when Aftonbladet say they will start to pay bloggers, it’s also the embryo of an ad network.
Back in august Schibsted bought Webbtraffic, an ad network, which I apparently missed at the time and could easily be integrated in their new strategy for Bloggportalen. Webbtraffic is potentially their most important acquisitions this year.
Instead of creating less and less compelling content, they can now partner with unique content sites and extend their ad inventory. As it’s said, context is incredibly important and Aftonbladet can’t create edge or niche sites.
With an ad network they’re still able to monetize niche and edge sites that deliver the right content in the right context.
The possibilities of using data about users from Open social partners and Facebook will be an enormous opportunity especially for ad networks to create more targeted advertising delivered in a smarter way.
annonser, schibsted, aftonbladet, metro, blogg, bloggare, annonsnätverk, tradedoubler
