Yahoo moved the Coin Again !

I came across an article in MarketingVox, which read

Yahoo has acquired ad targeting and delivery firm Blue Lithium for US$ 300 million, reports Advertising Age.The purchase is the latest in moves by major players to coin the behavioral advertising market.Blue Lithium adds a significant number of capabilities and inventory to Yahoo's existing ad offering.

The newly-acquired company boasts relationships with major publishers, which will continue after the purchase. Its inventory will be incorporated into Right Media Exchange, which Yahoo just acquired in full a few months ago.

Blue Lithium will run ads on Yahoo's network of fully-owned sites and services, bringing significant targeting power to ad delivery, something Yahoo aggressively began to target with the introduction of its SmartAds(Read my earlier post on smart ads) offering to the market.

Yahoo hopes adding a performance-based system will bolster the income from marketers looking for more than just brand impressions, characterized as a strength for the company.

Source MarketingVox

Growing Ad Network a threat to Ad server Vendors

In the last 1 year, our online advertising market has seen lots of Ad network being established, and few other international ad network eying to start up their operations in potential market.Given this situation, publishers are of great demand and the ad networks does all it can to attract the publishers.As a part of this, Ad networks has started to offer Free Ad servers.

Normally, every Ad network ties up with some ad serving vendor, so as to run ad operation across its network websites.But with the prevailing competition between Ad networks, as an attracting formula the Ad networks provides FREE Ad server, which they have built in-house and which comes with fully loaded features alike commercial Ad server such as campaign management, Targeting, Report, Compatible to rich Media, Real Time campaign Monitoring and optimizing. A publisher must sign with this Ad network to avail this free Ad server.Further this ad server are .ASP based, Hosted model type, and publisher doesn't have to host it(BIG Sigh of Relief).

Can't Believe ?

Few months ago, Right Media made a bold move and announced their Publisher Media Exchange product will enable publishers to have free ad serving and manage their inventory.

Very recently Exponential, a parent company of Tribal Fusion has announced that it is going to offer Free ad Server "Expo9" to its Publisher, this server is currently doing its Beta Phase.

hey kool toon huh, howz my creativity :-)

However Open source Ad server "Open ads" and any other would be popular among small and medium segment websites, or even with some small ad networks.With this new trend, speculations prevails that this would influence even the BIG Ad serving Vendors like Doubleclick, RealMedia, ...to consider providing the service free of cost.

Lets see what this BIG players have to say