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  • 159.

    Ad networks could also be considered as large customers. When a publisher decides to switch ad networks or to add a network, it usually contacts other networks and negotiates new representation. If a publisher decides to discontinue the relationship with an existing network, the publisher then terminates the contract with this network, usually at the end of the same month. At that point, the newly appointed ad network handles the transition, following the same three deployment phases used in a direct publisher implementation. The switching process can be standardized and networks have created tagging automation tools to assist in this process. The amount of automation varies depending on the network since larger ad networks have automated booking, while others may use a mix of in-house and outside resources to move campaigns. Although the new network may use DoubleClick to help with ad serving, DoubleClick takes no part in the transition process96.

  • 160.

    Recent examples illustrate the fact that even large customers can switch at reasonable cost. On the advertiser-side, […]* (a United States-based advertising company, which represents major advertisers such as […]* and generates 2-3 billion impressions per month) was able to switch its large volume of business from DoubleClick to Atlas in less than 30 days. […]*(AT&T Wireless) also switched from DoubleClick to a buy-side competitor. […]* completed its switch from DoubleClick to Atlas in less than two weeks. […]*, a German ad agency, switched to Falk (now owned by DoubleClick) in less than one week.

  • 161.

    On the publisher-side, switches have been accomplished in a matter of weeks or even days. […]*, a publisher that began its ad serving experience with 24/7 Real Media’s OpenAdServer platform, stayed only six months before switching to DoubleClick (despite the existence of a three-year contract), in just two weeks97. In Europe, in particular, […]*, generating 600-800 million impressions per month, switched from DoubleClick to ADTECH in less than 30 days. […]*, with four billion impressions per month, was able to switch from Accipiter to DoubleClick in just one week.

  • 162.

    […]*, successfully migrated a significant volume of impressions from DFP to Yahoo! in a short period of time. On May 25, 2006, Yahoo! and […]* announced a multi-year deal for Yahoo! to sell and serve all graphical ads on the […]* site. […]* informed DoubleClick that under the terms of the deal, Yahoo! would begin selling ads immediately on […]* behalf and that all new campaigns would be served by Yahoo!. […]* reduction of its DFP volume from over 1 billion to fewer than 40 million in the span of a week illustrates that even large


For example, […]* uses DFP for some volume but also has an in-house solution (for remnant inventory) and swaps volume to and from DFP on a regular basis, creating large swings in its DFP volume. In a recent illustration, […]* DFP volume increased by approximately 24% between November 2006 and January 2007, from 1.5 billion impressions to over 2 billion. The next month DFP volume fell to 583 million, a month-over-month decrease of over 71%. Volume has since risen over 44%, to 1.05 billion impressions in November 2007. This example illustrates how an ad network can "switch" on a regular basis between ad serving providers (including in-house).

97 DART Enterprise customers, such as […]*, have also switched from DoubleClick (in these cases, to OAS 24/7).


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