People Interactive the company behind internet brands such as Shaadi.com, Makaan.com, Fropper.com, Astrolife.com and Shaaditimes.com has decided to outsource its ad sales management to DGTL Media the parent company of the ad network admagnet.
Shaadi.com is one of the top 1000 sites in the world as per alexa and it also gets a good amount of US centric visitors as per quantcast. Even though the numbers of page views and visitors are quite high classified models like shaadi.com and makaan.com haven’t really been able to scale up their ad revenues. Most of their revenues come from subscription sales. This move clearly indicates a need to outsource non core functions to a specialist which in this case is Admagnet.
So all ad sales for People Interactive will now be handled by DGTL Media. This also means that Admagnet the ad network would have inventory of over 200 million impressions a month at its disposal. This also includes up market NRI’s.
The question that remains is the value of ads on a matrimony or property site vis a vis a content site like rediff.com. I mean is there a way to pit one against the other? Common sense would suggest that people looking for brides or grooms are less likely to click on ads unless its an ad about a wedding ring! Whats your take?