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Ybrant Digital Ties Up With Integrid Media To Bring Oridian Ad Network To India
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Oridian Ybrant Digital’s US centric Ad network which was acquired by Ybrant in december last year is entering India through a joint venture with Integrid Media a provider of one-stop shop for integrated media solutions. Integrid media will be exclusively carrying out ad sales activity for Oridian in India.
This isn’t the first time Ybrant and Integrid media are getting into a partnership. In March 2007, Ybrant’s MediosOne, the global search-based internet advertising network provider had entered into a joint venture with Integrid, to develop into the Indian market. That partnership has been very successful and has evolved to be one of the key networks in the market. And hence this new partnership for Oridian.
Oridian is focussed on premium inventory and enables premium websites to monetize their international traffic in more than 40 countries while offering advertisers and agencies dedicated and optimized campaign management.
Oridian enters an already crowded and cluttered space of ad networks at a time when everybody and their uncles seem to be slashing marketing spends. So am not sure joint venture would be of any help. What I foresee is niche specialists within ad networks doing much better. Also aggregation tools within ad networks which remove overlap and optimize performance across ad networks. On the whole generic ad networks with the promise of cheap inventory and large no of page views have a weak proposition. I think specialised ad networks with a clear cut focus and execution may win in the long run.
So what is the best way to monetize for smaller publishers (0.5 - 1mn PVs) and what kind of CPM can they expect in existing economic conditions