If you weren't paying attention then you would have missed the fact that 2007 was the year that online advertising started getting serious with major players (ie. -- Google, Microsoft, AOL, Yahoo, etc.) acquiring the large companies responsible for aggregating banner ad inventory and/or delivering that advertising to publishers.
Well, while the heavy hitters of the ad network industry were finally realizing their "exit strategies" a new company has sprung up to help deliver big agency campaign management to the thousands of firms in the long-tail of the search advertising marketplace. Over the last several weeks, executive announcements have been made regarding this new firm, Clickable, a company that will help micro advertisers and mid-size marketers optimize their search campaigns across the major search engines and advertising networks with minimal complexity.
According to Max Kalehoff, who was vice president of marketing at Nielsen BuzzMetrics and is assuming the same role at Clickable, "the top 1,000 search advertisers [the Google 1000], ....comprise about half the online search advertising marketplace. The balance, is the so-called long-tail, ranging from micro advertisers to mid-size marketers, who comprise the other half of the search advertising marketplace. The problem is when small and mid-size businesses start to scale up, they very quickly start to run into complexity in terms of managing different spreadsheets, dashboards and payment systems."
This new agency's campaign management engine will help these small advertisers compete with the Google 1000 companies that have dedicated agencies managing their campaigns. The Clickable "engine" will launch in 2008 and should help the search marketing field become even more robus by leveling the playing field further for the myriad of small advertisers.
Some recent articles on Clickable include:
BuzzMetrics' Kalehoff Joins Search Start-Up, Wants To Bring Optimization To The Masses
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=70987&Nid=36372&p=430092
Former AOL Chair Backs New Search Tech Startup 'Clickable'
http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=71293&Nid=36546&p=430092
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