{"id":17816,"date":"2012-05-15T13:55:56","date_gmt":"2012-05-15T13:55:56","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/engagement-the-next-big-thing-in-ad-tech\/"},"modified":"2025-02-13T21:24:16","modified_gmt":"2025-02-13T21:24:16","slug":"engagement-the-next-big-thing-in-ad-tech","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/engagement-the-next-big-thing-in-ad-tech\/","title":{"rendered":"Engagement: The Next Big Thing in Ad Tech"},"content":{"rendered":"

I recently read an interesting interview<\/a>\u00a0with the CEO of a startup regarding VCs, the ad tech industry and the place of agencies. The assertion, as described by the editor: \u201cventure capital has flooded the digital media industry, particularly in advertising technology.”\"\"<\/p>\n

My take on the ad tech market:\u00a0Red Ocean<\/a>.\u00a0In ad tech, too many companies are offering similar solutions to the same customers with limited to no technological barriers to entry.<\/p>\n

Pixel tracking code is simple and easy. Web analytics tools are widely available and provide advanced interfaces. Campaign management tools are accessible – simple, easy to use, cheap. There are\u00a0plenty of\u00a0ad networks, buying and selling media. Hundreds of companies are making arbitrage profits from deploying and optimizing campaigns. As an example, just two to three years ago, display ad retargeting<\/a>\u00a0was considered an\u00a0innovation. There are\u00a0more than\u00a030 companies who now play in retargeting, and so turning what was an innovation into a commodity.\u00a0 Just look at the infamous LUMA Partners\u00a0<\/a>slide.<\/p>\n

\"luma<\/p>\n

So the big question: What is the next big thing in ad tech? After flooding the market with overlapping ad tech companies, where should VCs put their next bets?<\/p>\n

My answer: disruptive technologies<\/a>. Instead of further crowding a super-saturated market of related solutions, discover and back disruptive, game-changing concepts that:<\/p>\n