Letter from Geoffrey Precourt: Online ad networks hit bottom as US media deals dry up

Geoffrey Precourt

WARC Online's U.S. Editor, Geoffrey Precourt, reports on the publication of the 2009 DeSilva+Phillips M&A Report.

Letter from Geoffrey Precourt: Online ad networks hit bottom as US media deals dry up

Geoffrey Precourt WARC Online

Market maturity essentially defines risk. When television first became a mass-market medium, it didn't take long to see that the airwaves were an effective way to reach large audiences and move products and services. A half-century later, investors rushed into the internet. The winners reconfigured the way we speak to customers. The losers fully demonstrated the immaturity of the digital market. For the businesses which struggled with day-to-day survival, ad networks seemed like an eminently reasonable proposition. Just as...

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