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Old 04-10-2005, 10:06 AM   #1
Czar

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Join Date: Aug 1999
Location: Gold Coast, Queensland, Australia
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Question AOL puts support behind DoubleClick

In a relatively unusual move, AOL has established a contract that will see the media giant utilise DoubleClick's DART For Publishers (DFP) product across its various websites, starting this year:
http://www.clickz.com/news/article.php/3496311

While we're all aware that DoubleClick has a strong product under its belt, and one that has lead the third-party ad management market for a number of years, this deal is certain to raise some eyebrows. The most notable "Huh?" factor comes from the realisation that AOL recently spent a huge chunk of change acquiring Advertising.com, whose core assets include not only a media network but powerful underlying ad management technology.

The fact that AOL chose not to invest in the enhancement of Advertising.com's technology and roll that platform across its network as an endorsement of the strength and scalability of its owned solution is certain to make other large publishers and advertisers question why. Is Advertising.com not capable of handling multiple pricing models with accuracy? Does the Ad.com platform not provide sufficient user-friendly reporting and analysis options for advertisers? Is the platform incapable of supporting such a highly-trafficked destination network? These are arguably some questions that will immediately spring to mind by those currently weighing up third party ad management solutions.

It's going to be hard for AOL to credibly sell Advertising.com's ACE Serve solution to other major publishing clients if the company doesn't even use the product itself; instead favouring a competitor's product despite the substantial costs (both in a monetary and public relations sense) associated with doing so.

Can anyone speculate as to why AOL may have made this decision?

Anyone holding DCLK shares and celebrating the company's substantial image enhancement right now?
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Old 04-10-2005, 12:55 PM   #2
thegauntlet
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I can think of 2 reasons for this. Maybe AOL is looking to add to its advertising portfolio and purchase DoubleClick in the future to bolster the brand.

Personally I think it's the right hand doesn't know what the left hand is doing. I run into this a lot. I just ran a contest with a band on Sony Records. Sony makes the Playstation 2. The prizes for the contest were 3 xbox game systems (supplied by the label reps).

The bigger a company gets, the less people know what other divisions are doing. I think this is a huge blunder on AOL's part and wwould like to hear what they have to say about it.

Last edited by thegauntlet; 04-10-2005 at 01:23 PM.
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Old 04-10-2005, 08:12 PM   #3
fireklown
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Am I the only one who completely detests DART For Publishers? The application is so lumbersome it makes me want to bash my head in with a hammer
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Old 04-11-2005, 11:59 AM   #4
canman
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Nope, I hate it, hate it, hate it, it is the worst system ever! Give me AdJuggler, imho that's the most flexible system out there (of those I know of course)
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Old 04-11-2005, 03:47 PM   #5
fireklown
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personally. As silly as it sounds. I like AdvertPro

And to be honest, I love PHPAdsNew. on apersonal level. When Banner networks use that as their plsyform it sort of freaks me out. Free software doesn't equate to confidence
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