The Online Ad Landscape Is A-Changin’
In a field dominated by Google and, to a lesser extent, Yahoo!, Norse company Fast Search and Transfer believes they have a product that will give other companies a viable alternative. Fast isn’t selling search capability, they’re selling online ads. Search-based advertising earned Google as much as $20 billion over the last three years, only $6.7 billion of which was shared with partners. Fast’s product, AdMomentum, looks to share more of that revenue by giving online advertisers their own built in system. In fact, by eliminating third-pary advertising systems like Google or Yahoo!, a company stands to retain all of its advertising revenue by using a stand-alone system in their place.
Fast isn’t the only company looking to get in on the online advertising game. ESPN.com recently replaced Yahoo as an advertising solution by opting to handle it’s own online ads via the AdSonar platform developed by Quigo Technologies, Inc.
These alternative companies claim to offer not only a better revenue stream, but more targeted search-engine marketing. Perhaps in response, Yahoo released their new and improved advertising system Monday, a move that it hopes will not only bring it within reach of Google, but also keep it out of reach of the new breed of online advertising competitor.
David Thomas, CEO at Evident, is an accomplished cybersecurity entrepreneur. He has a history of introducing innovative technologies, establishing them in the market, and driving growth – with each early-stage company emerging as the market leader.