MediaOcean: The Merger Between DDS and MediaBank
The deal between Donovan and MediaBank is great news and much needed. Our industry is blessed with a tremendous amount of innovation. Unfortunately, many innovators in our space have lacked the foresight to adopt a long term approach to enabling successful, profitable relationships between buyers and sellers. As a result, these middlemen that disintermediate between buyers and sellers have fostered an unsustainable ecosystem that robs each side of the value they create. The merger is a welcome landmark step in filling a gaping hole in our space today—THE Operating System on the buy side.
Dealing With The Devil
As an industry, we have made a deal with the devil. Indirect sales channels burst onto the scene promising more revenue with less effort. Easy money, however, comes at a high price. Traditional technology infrastructure claims only 2-5% of revenue, while these so-called revenue-boosting partners unabashedly take a hefty 30-70% ransom after all is said and done.
Buyers and sellers depend on these players to run their advertising business. But business infrastructure has been usurped by a myriad of brokers, each taking a cut along the way. First came the ad networks. Then came audience extension platforms and ad exchanges. Re-branded efforts produced yield optimizers and then RTBs. As everyone knows, if you take a look at the business model, they’re still all networks who are paid at exorbitant rates.
Everyone argues about whether it’s the buyer or seller who holds the position of power, when in reality, these intermediaries hold both of them hostage. Not only are their margins at stake, but their ability to compete against traditional mediums are hindered. Where is the capital to invest in better content? Where is the capital to invest in better creative? It certainly feels like it’s going to the VCs, rather than to advertisers and publishers.
How is this sustainable? Buyers and sellers have known for years that they have been losing a disproportionate amount of revenue to indirect and remained concerned that their partners are commoditizing their data, audience, and inventory. In the end, they ask, “Are my partners intent on competing with me?”
Even the titans in our industry are banding together to fight against the middlemen—just look at the recent AOL, Yahoo, Microsoft announcement.
Change Is In the Air
Both buyers and sellers are fed up. The leakage from the spread between the buyer and seller has become large enough. It has come to the point where they are realizing they are mortgaging their future by not partnering with people that allow them to build value on their own. As Michael Donovan noted to partners yesterday, the deal is addressing their clients’ outcry for “a single, neutral and universal operating system for advertising technology”. Over the past several years, we’ve seen no different on the sell side—publishers are demanding an operating system that enables them to work more easily and directly with buyers while increasing their margins. It is high time that buyers and sellers repatriate their assets and capture revenue for the value they deliver. The key to doing so is to work with partners whose business model is to provide infrastructure, not to compete.
Now, we are one step closer to enabling our clients to succeed. The Donovan and MediaBank merger paves the runway to building tighter buyer-seller relationships by providing this much needed infrastructure on the buy side.
There is no doubt MediaOcean still has challenges ahead—two different companies, two different cultures, a huge technology challenge to integrate multiple platforms. My hope is that this team knocks it out of the park. This is by far the healthiest thing in a long time that has happened in our ecosystem.
