You know things have become difficult for marketers when the President and CEO of the Interactive Advertising Bureau (IAB) admits that all the money flooding into ad tech has merely caused more chaos. As a marketer you certainly already know this as you attempt to deal with the tangle of new partners who come between you and the consumer. As a publisher you rail at the way every new middleman takes a small piece of the pie that represents your inventory.
It’s time for everyone to consider consolidating from the current melange of startups to a single larger vendor who can do it all.
Here, for your viewing pleasure, is the display Lumascape. Notice the sheer number of possible partners, and then take a look at the number of acquired and shuttered companies.
All this has got to stop. Marketers, the ones who pay the bills, must think about consolidating to a few larger trustworthy vendors and stop experimenting with startups that promise the Holy Grail and sell you stuff that doesn’t work as promised and doesn’t measure what you need measured.
But you’re not relying on display anymore, are you? You are also using video, and you’re moving to mobile.
You will need fewer, bigger, better partners that can take you across desktop, tablet, and mobile.
- ZEDO, a company that has been in the ad tech business since 1999, has a buy side offering in its ZINC division, and a sell side offering in our more familiar publisher ad server and operations services.
- Over the years, watching the market evolve, we too have evolved, into a platform for easy and automated buying of our high impact, highly viewable premium inventory. We get consistent high marks for viewability from MRC-certified vendors, and we are active in the Online Trust Alliance fighting against the distribution of malware and the commission of ad fraud.
And now we are developing new mobile formats for use both in a web browser and alongside applications. Here is the mobile Lumascape, with hundreds of additional companies to contend with. Don’t put up with it. Choose one partner you can rely on.