Mar
07
Why Madison Avenue Should Be Wary of the Facebook-Atlas Combo
Posted in: Uncategorized
With Facebook acquiring Atlas, there is now $344 billion in market cap associated with companies that own and operate media properties as well as ad serving systems.
Google ($274 billion market cap) owns DoubleClick, AOL ($2.86 billion) owns AdTech, ValueClick ($2.05 billion) owns MOJO and retained the Mediaplex ad-server, and now Facebook ($65.4B) owns Atlas.
When we think about ad servers for Madison Avenue, most of us think of Google’s DART and Atlas. Both of these two ad serving solutions are now owned by larger-than-life media platforms. Mediamind, the challenger of ad serving solutions is making inroads across Madison Avenue and they at least say they’re now No.2 to DART, a claim I can believe.
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