Really, all the major agencies (Interpublic Group, WPP Group, Publicis Groupe, and Havas) are going to have their own ad network?
It’s too much for them to not have a piece of that pie:
The ad-network business, we almost shouldn’t have allowed it to exist . . .
They should . . . but only like a Web native, and that’s not likely as a group.
One of them, maybe Havas, will decide that having their own ad network means leveraging other networks and adding something novel. And that network will have low expectations built in, be able to adapt, and have the ability to easily absorb a critical element no one knows about today. That one will take off.
These agencies need to think hard about what “own” means in this context. Because where they really could make their money is combining search and display ads in a conversational ecosystem. That’s what they need to build . . . together: a new media ecosystem.
So, tap into these ad networks, enhance them, extend them. Open source them. But don’t try to build and own them. In fact, the best move is exactly the opposite one.
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