The Automated Advertising Industry

Want to Dump Your Ad Network? Dear Ad Network: It’s Not You, It’s Me.

May 10th, 2012   |   by Frank Addante

Would you ever go to your sales team and say?
Sell whatever you want to who ever you want.
Sell it for whatever price you can.
By the way, when you make calls, you can’t use our brand or tell them anything about our users.

So, here’s my question… Why in the hell would you ever let someone else do that?

My roots are in the Internet advertising industry. I started one of the first ad servers and ad networks 12 years ago. Before founding the Rubicon Project, I started an enterprise software company called StrongMail Systems. Enterprise software is a completely different world when it comes to sales. Unlike online advertising, the primary goal in enterprise software is to get someone else to sell your product. Sounds crazy, doesn’t it? Not at all, a direct sales force is the most expensive channel to take a product to market.

In enterprise software people are trained on selling through channels. They do everything possible to enable the channel. First, they set rules on who can sell what to whom – this is sometimes done by vertical, company size of buyer, geographic region, by product, etc. Then, they put together pricing rules to make sure their pricing integrity is protected and all channels have a level playing field. After that, they do everything possible to grow and support that channel.

Effective sales channel management starts with frequent communication, just like managing a customer. The seller provides them with marketing support, training, materials and helps them create more effective packages for their end customers. If the seller is having trouble selling a particular product through their own sales force, they may create special promotions for the channels and/or their end customers.

In launching a new channel, sales reps from the seller company go on the first 10-20 sales calls with the reps at the sales channel to ensure that it’s being sold properly. It’s just like hiring a new sales rep. You’d never send them off on their own day 1 of the job would you?

In online advertising, we have it backwards. A lot of publishers are so fearful of selling through channels, they’re overprotecting their direct sales channel. Most publishers do everything possible to “disable” their channels. They react and create long lists of blocked advertisers (because their sales team is calling on them directly), they strip away the ability to use their name and brand and any data about their users. Most do very little to nothing at all to support their channels.

It’s no wonder the overall system is broken – few are working together, most are working against each other. This is the foundation as to why I started the Rubicon Project. I saw an opportunity to bring enterprise software-like selling methodologies to online advertising and support that with a platform to make the selling and buying process more efficient.

There’s a lot we can learn from the enterprise software industry. I believe the ad sales team of the future will look very much like enterprise software. The goal will be to sell more through channels and to leverage a direct sales team to sell the very high end, customized deals. To do this, sales organizations will need to employ proper sales channel management programs, establish trust-based relationships with those channels that are transparent or semi-transparent both ways and based around a core set of selling rules, and then do everything possible to enable and support those channels.

This opportunity exists today. There are more than 600 potential channels in the market – ad networks, DSPs and ad exchanges. Another great opportunity is that online advertising also has characteristics of other “expiring” inventory markets such as travel; can’t sell an empty airline seat post takeoff and you can’t sell an ad after it’s been display. Much of the inventory in travel (airlines, hotels, car rentals, etc.) is sold through channels (online sites, travel agents, partners, etc.) – there is an independent trading platform supporting it (Sabre Systems) that enforces pricing rules that an entire ecosystem has grown up around. I think the online ad market has the opportunity to leverage the best of both worlds, sales channel management discipline from enterprise software and electronic trading from travel.

The combination of these two capabilities is what I believe will solve the biggest problem in online advertising – making it easier for the 2 million advertisers around the globe to buy. If we can solve that, this market will undoubtedly skyrocket to $200 billion quickly.



  • alibaba trade manager client download
  • christina milian am to pm download free mp3
  • borderlands modded character download
  • adrian minune omul norocos download
  • aborting video microsoft codec download page
  • bethel live dvd download
  • brenda lee sweet nothings download free
  • bharat sharma vyas songs download
  • ceramic destroyer game download
  • buddha bar music download
  • a r rahman vande mataram video download
  • busybox android download to pc
  • buzzer beat ep 7 download
  • champaign shower lmfao download
  • cartella download windows explorer
  • asus n16 manual download
  • catan a stAdte & ritter download
  • apostila direito constitucional download gratis
  • 3com 3c905 tx driver download windows 7
  • baki b3 zovi mp3 download
  • brincar com o fogo download
  • busybox download to pc
  • baby giggle ringtone download
  • animacje do gothic multiplayer download
  • acrobat reader full download
  • astral projection i doser download
  • boski A?igolo lektor pl download
  • bibi blocksberg staffel 1 download
  • adat shadmehr download mp3
  • canon c300 driver download
  • ain't no way mp3 download
  • 100 ?????? ???N? mp3 download
  • apparat album 2011 download
  • activar modo download samsung galaxy s2
  • baixar filme homem aranha 4 download
  • anonymous os x download
  • angel haze download mp3
  • audio book kindle download
  • asus o'play air firmware download
  • blessings laura story free download mp3
  • bio medical books free download
  • asus p5vdc mx drivers download for xp
  • apics dictionary 13th edition download
  • antes que termine download dublado
  • aAYk yeniden mp3 download
  • atozmp3 telugu free download songs
  • bewafai album songs download free 2010
  • celine dion mp3 free download
  • asus p5n e sli manual download
  • brush download illustrator cs5
  • ambani telugu songs download
  • anya your voice download zippy
  • capella reader mac download
  • android lock ipad download
  • anatomy of reanimation blitzkid download
  • age de glace 4 download fr
  • besplatna muzika za download mp3
  • buffy l'ammazzavampiri stagione 5 download
  • chennai 60028 songs download 123musiq
  • cd dvd druckerei 7 download crack
  • andala rakshasi songs download 320kbps
  • cassia eller para download
  • aarti om jai jagdish download free
  • alejandro dave aude remix download
  • bonus rpk dwie wiadomoAci download
  • autoroute freeware kostenlos download
  • cds de vaquejada para download
  • business plan pro download and crack
  • authentec fingerprint software download windows 7
  • 20 poucos anos download
  • andrea bocelli download romanza
  • astral projection burning up download
  • chilly cha cha music download
  • acero puro hd download
  • caAadores de emoAAes download legendado
  • attitude student's book 3 download
  • adobe acrobat x pro download portable
  • canon sx1 firmware download
  • addictive drums fl studio download
  • bank gothic download for free
  • 7.62 high calibre game download
  • battle realm 2 download
  • android lock iphone download free
  • carbide.ui symbian theme editor 4.0 download
  • ambiance a l'africaine free mp3 download
  • ahmet kaya yemen tA?rkA?sA? download
  • badrinath south mp3 download
  • cam hack download v1.2
  • acer aspire 7730 software download
  • chama negra download tenses
  • blackberry gps software download
  • 2A17 know thy enemy download
  • club dogo download album gratis
  • castellan fisico quimica download portugues
  • cant download bully xbox 360
  • anabela ne zovi me download
  • cliq xt recovery image download
  • canon mp560 treiber download mac
  • canon mx300 driver download windows xp
  • che la luna mp3 download
  • britain's got talent 2008 download
  • bo wodke trzeba pic download mp3
  • arial mt extra bold download
  • camel in action source code download
  • aplikacije za lg p350 download
  • apocalyptica noten kostenlos download
  • caramelldansen download english version
  • canon mx 320 download driver
  • alien vs predator 1 download full
  • chibi vampire vol 6 download
  • canon lbp 3000 software download
  • cinematic orchestra ma fleur download free
  • addison groove bad things download
  • accenture office communicator download
  • brother mfl pro suite mfc 290c download
  • acrobat x pro trial download for mac
  • anas younus free mp3 download
  • canon lbp 3000 driver download winxp
  • a usurpadora download dublado rmvb
  • 38 spec no more download
  • businessplan kostenlos download excel
  • brokencyde dying to live download
  • cartman poker face download
  • barA?o de munchausen download livro
  • autocad structural detailing 2011 download
  • apple airplay utility download
  • arcade fire sprawl soulwax download
  • atmosphere keep steppin mp3 download
  • almanaque abril download gratis
  • bully scholarship edition zip download
  • broadcom 802 11b g driver download
  • a riqueza das naAAes download mcconnell
  • ant smasher download para celular
  • akhiyan nu rehn de mp3 free download
  • alice maciel musicas download
  • amigo fura olho download mp3
  • cancion del mariachi download mp3
  • btoes 2.0 x micro driver download
  • band master complete download
  • achtung die ecke download
  • call of juarez 1 download full game
  • battlefield 3 reloaded free download
  • christmas carols english download
  • alicia a natale puoi download gratis
  • business plan template download word
  • appalaraju songs free download from southmp3
  • businessman sir osthara mp3 download
  • 4shared download kotak kecuali kamu
  • canon pixma mg3150 driver download
  • buika el ultimo dragon download free
  • apostila do stm para download