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Old 03-15-2001, 10:09 PM   #1
demae
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Unhappy Are exclusive ad networks a bad idea these days?

Bla-bla. EFront. UGO. Tokyopop. We've seen a lot of problems with exclusive ad networks, and ad networks that take total control of your site.

Is it a bad idea to go with that kind of company these days?
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Old 03-15-2001, 10:20 PM   #2
SSacobie
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Yes, most exclusive networks are a bad idea. We've dealt with two in the past (24/7 and L90, and in both instances, a non-exclusive would've been much better. Granted, when times are great, exclusive networks may be great (though non-exclusive are great, too), but in tough times, if they can't fill the inventory, you're in trouble. That's why we at any given time are usually working with about half a dozen networks. So that way, whoever's performing the best gets the most exposure, and there's no worry if, for example, a company isn't selling any ads on a commission basis, you're not going out of business. I don't know how some sites can survive an exclusive, and in many instances, we've seen they can't.
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Old 03-15-2001, 10:31 PM   #3
Czar

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Simple answer: yes, with a few exceptions.

Personally, I've always advised against anyone granting hosting or ownership rights to the same company who provides your income, unless you are prepared to lose the site. In this, it's like gambling with speculative stocks - the payoff could be far greater with the exclusivity agreement, but you could also lose the lot.

The obvious exceptions are outsourcing your adspace to one exclusive market-leading agency, such as DoubleClick, Winstar Interactive or Phase2Media. Even this can have its drawbacks if the agency fails to sell for you (read SSacobie's previous posts about L90 for example).


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