WSJ, Business Week: Take Note
Adify defies Google Adsense, submitting a model for the rest of the “old” media industry to adopt and leverage, liberating them from the corner they have been pushed in by the onslaught of user generated media. Washington Post has already adopted the service.
Wall Street Journal and Business Week ought to follow suit, and given that TimeWarner is an investor in the program, I am sure CNNMoney will also adopt the program.
What this would allow all these business and finance sites to do is leverage their brands, traffic, and especially their Ad Sales forces, and accumulate compelling business blogs around themselves. It will also allow them to cut their bloated cost structures. Just imagine how much Business Week must be paying to Jack and Suzy Welch for that column of theirs?!
As you read in my review of CNNMoney, the site gets CPM ranges that are great! “The Company’s display ad rates are $92 - $143 per thousand impressions, which is extremely high by any standard, and is a testimony both to how valuable the offering is to its users, and how precious the audience is to the advertisers.”
Hell, if you offer me to be a part of that network, and share the revenues 50:50, I will sign up!
Adsense is cpc based contextual ad network for small publishers.
Adify appears to be CPM based non contextual brand ad based network targated at large bloggers.
Did not understand how is adify competition to adsense?
Please go back through my previous writing on Adsense, CPM, CPC, YPN. Don’t forget, CPC or CPM, the budget it comes out of is the same … it is the Ad budget of the advertisers. (All of them are linked in the article above.)
Also, where do you think Google actually makes the money? Not from the “small” publishers, but rather from the “large bloggers”/larger publishers.
By offering those publishers a much better deal, I believe the combination of Adify and (CNNMoney OR Business Week OR WSJ OR Washington Post OR …) will take away the cream of Google’s AdSense customers.
UNLESS ofcourse Google starts putting together compelling reasons for the publishers to stay, which I am also hoping that they would, because with Doubleclick, they have acquired CPM-based Display ad capabilities, and should be able to defend their position.
All I am pushing for here is competition. Google’s monopoly position is hurting the Publishers. This needs to change, and the only way they will start behaving, is if meaningful competition starts coming together.