publishers that generate significant impression volumes can quickly switch ad serving platforms.
[…]*, informed DoubleClick on 19 December 2007 that it would switch to
Microsoft upon the expiration of its contract with DoubleClick on 28 December 2007, suggesting a 10 day period to be enough to complete the migration (in the last three years, […]* has switched from 24/7 Real Media to Falk, from Falk to DFP, and now from DFP to Atlas). The same applies for […]*, an advertising sale network for radio and internet (97% of its over 4 million daily DFP impressions were migrated over 3 business days). […]*, Europe’s leading online comparison shopping service operating in 9 countries reaching 10% of all European internet users, informed DoubleClick of its migration 13 calendar days before the expiration of its contract; within 5 calendar days, […]* reduced its DFP impression volume by 99%98.
Competitors of DoubleClick also illustrate that large customers can switch ad
serving tool provider. For instance on 19 December 2007, Microsoft and Viacom announced a major online advertising agreement including Viacom's switch of display ad serving provider from DoubleClick (Viacom was amongst DoubleClick's top 10 largest publisher-side customer in 2006) to Microsoft's Atlas AdManager99. The media unit of General Electric Co., CNBC (leading business news provider to more than 300 million homes worldwide which has more than 2.6 million unique monthly visitors), announced on 10 December 2007 that Microsoft would replace DoubleClick as its ad serving provider and that the migration would be completed in March 2008 for display advertising. IAC, a network of online websites that could be considered as a complex customer (each of the websites comprising the IAC network generates significant
impression volume)100 Microsoft Atlas101.
has also decided to migrate from DoubleClick to
It is also important to note that switching is not prevented by contractual
relationships. In this industry, contracts tend to be concluded for short terms.
The notifying party has provided many more examples such as […]* that migrated from 24/7 Real Media to DoubleClick in 74 business days (and is likely to join Yahoo! in the coming months) and […]* (a major wedding media and services company with 3.2 million unique visitors and 2.4 million ad impressions per month) migrated three of its main websites in 53 business days. […]* are two of DoubleClick's larger publisher-side customers by revenue (both are United States customers).
A joint press release states that Atlas “will enable Viacom to better monetize its U.S. Web properties, such as MTV, VH1 and Comedy Central, by serving graphical and video ads on those sites, providing an ad serving solution, optimization features, inventory forecasting, real-time reporting and precise audience advertising targeting.” Press Release, Microsoft Corp. & Viacom Inc., Viacom and Microsoft Announce
Long-Term Digital Content and Advertising Partnership (19 December http://www.microsoft.com/presspass/press/2007/dec07/12-19ViacomContentPR.mspx.
[…]*, one of these websites, receives 14.4 million unique visitors each month.
101 Atlas declared in its press release that the transaction provides evidence that “[l]eading Publishers are switching away from older solutions that haven’t kept up with evolving market needs,” and that “Atlas AdManager is the top choice among Publishers for ad serving.” Press Release, IAC, IAC Advertising Solutions Taps Atlas to Power Ad Serving Across IAC's Network of Sites (6 August 2007), available at http://www.iacadvertising.com/pressitem/32.