Advertising startups teaming up against Google and Microsoft

The consolidation of the advertising sector on the Internet inevitably leads to the fact that young startups that are engaged in the same business as technology giants find it increasingly difficult to play one game.

Gorillas Google and Microsoft continue to create, and implement, new technologies in advertising with their inherent speed, selling themselves in their own supermarkets. Agencies, brands, strictly speaking - everything goes to them for placing their own promotional offers. Is amazing? Hardly.

But, as is usually the case, the group of companies has established a consortium to resist such consolidation. And also in order to share information among themselves, to work out and adopt norms and standard procedures for cooperation both with clients and with each other.
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Let the details of the action so far be hidden behind the scenes, the name for the whole venture was found quickly: Consortium for Accountable Advertising (Consortium for Responsible Advertising). The four founding companies may not yet be very well known to the average man, but can hardly be called inexperienced: Cross Commerce Media (startup Stephen and Heidi Messer, founders of LinkShare ), Clickable , MediaMath and TARGUSinfo . All of them are currently searching for associates.

What is the essence of this idea?

It's simple: cross-platform and open advertising, as a type of data.

At a time when online advertising is, in essence, a mixture of targeting data, the response received, as well as the mixing of all the well-known marketing “science” tools, none of the major players in this market want to reveal such valuable information to partners or customers.

The consortium approaches this issue a little differently. If a company wants to use the MediaMath advertising engine (or any other company within the consortium) to start a new advertising campaign, it will have the opportunity to download existing data from past campaigns conducted with the Clickable engine (or any other company within the consortium) to to get the best, and most importantly, proven "settings".

That is, those who unite under this roof will be part of one whole, thus removing barriers to entry into the mass advertising market, on the one hand, allowing customers to build clearer and more accurate strategies, varying and mixing technologies, on the other.

Of course, no one bothers Google to allow its advertisers to do the same in a simple and accessible way. However, the likelihood that the giant will decide to risk their own profits, tends to zero. Not to mention the integration with other giants.

As we have already determined, consolidation of advertising on the Internet, on the one hand, is not such a negative process. He at least homogenizes, balances, what usually annoys everyone. But it is worth looking at the situation from a different angle and it becomes clear that the consortium will be one step ahead if the entire initiative succeeds. Companies within it will already be “pre-integrated”, at least among themselves.

Will this be enough to stop the gorillas, gaining more and more interest of the market?

via TechCrunch