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Old 06-23-2004, 12:30 PM   #1
Anion
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Default AskJeeves acquires MaxOnline

I got a letter in the mail today(accompanied with Febuary's payment) indicating that Ask Jeeves had acquired the Maxonline network in addition to Excite and Iwon. I wonder what this will mean for maxonline's members.


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Old 06-24-2004, 09:28 AM   #2
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Hopefully this will result in a change of some of their terms (read net-90 and an ad serving fee)!
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Old 06-28-2004, 08:17 PM   #3
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When will that hot potato settle?

As a prospective publisher, I've been concerned for years about the frequency with which MaxOnline changes hands...not to mention their ethically ambivalent past.

Ask Jeeves seems the best of their long line of suitors so, if nothing else, this hopefully represents a reliable long-term home for the property.
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Old 06-29-2004, 11:25 AM   #4
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Yes, but odds are that AskJeeves was more interested in Excite and iWon than MaxOnline and we'll see them split off or sell off MaxOnline again.

It's funny, back when I was first getting into this game (98, 99) DoubleClick was by far the best network out there. DoubleClick Select (I think that's what it was called) repped only branded sites that did a lot of traffic. They handled some of the big names - even Yahoo at one point. They also had DoubleClick Audience Network which was still better than all the rest out there. It was my dream to one day be big enough to get into DoubleClick and earn the big bucks. Now MaxOnline is a third tier player in my mind (in terms of quality/reputation). They came to me and asked me to join and after a few months I left them due to high defaults (that I was paying for), low quality banners and bad rates. Kind of sad when you think about it.
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Old 06-29-2004, 08:41 PM   #5
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Mismanagement...big time.

The network was basicly killed by DoubleClick. They first started to side-line media as the market turned sour, and then plumped up the network numbers by opening the floodgates and accepting close to 100% of all sites that applied for representation. This, IMHO, was done to beef up their reach in advance of the network's spin-off.

Worse yet was the next owner, whose track record involved SEC investigations, surprise resignations, many executive criminal charges, etc, etc. L90 dug MaxOnline's grave deeper.

The network could still put on a good show if it's melded with technology from this generation and managed properly. Revitalising the brand would be the biggest challenge, but AskJeeves may have the nouse to revive the network to a reasonable standard.

I do agree with you, though, that AJ were most interested in the search assets. It would be a double miracle if they could bring both Excite and Max out of the duldrums.
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Old 06-29-2004, 09:00 PM   #6
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Ask Jeeves was relying on arch competitor google for advertising support. A takeover of MaxOnline was most likley an attempt to acquire an internal salese force.

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Old 06-30-2004, 12:57 PM   #7
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I think that when MaxOnline was first spun off the terms required them to use DART for their ad serving. I don't know how good DART is behind the scenes but the publisher interface is about the worst I've ever seen. It would be sort of sweet if AJ could run MaxOnline on another ad serving platform.

It's possible that the sales force is what AJ wanted but I have to think that MaxOnline was more part of the package than what they were really interested in.
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