By Kenny Katzgrau, MediaShift
Advertising technology supplies millions of ad impressions and targeting tools, but they leave the fundamental goals of an advertising campaign, notably success, to the advertiser. Is there anyone who truly cares about a small business advertiser, the primary client of local newspapers and magazines, at the scale of Facebook or Google?
Any small publisher who survives on direct advertising sales has to consider the weaknesses in the model of their Silicon Valley competitors if they intend to continue to rely on an ad sales model. We hear every day that the “duopoly” is dominating in digital advertising revenue. This is true, but Google and Facebook are definitely not invincible, and recently eMarketer predicted their market share would drop this year. [Full story]