• by Ross Fadner , November 6, 2008

 At the OMMA AdNets panel, “The Long Tail Wags Back: Can Ad Nets Be Media Companies?”, an audience member asked the pertinent question: Why do ad networks aspire to become media companies? Why not just partner with one?

 

Brian Fitzgerald, President and co-founder of Gorilla Nation had a quick answer for that one. “What’s the goal in doing that?” he asked. “If we don’t own the site, then we’re not interested in by and large improving the content and the user experience (of that site).” Moreover, he added that if marketers just want to reach audiences and don’t care who creates the content (as long as it’s professional), there’s little reason to bring that content into their network. Why, because the content owner and the various middlemen involved will want a piece of the ad revenue, he said.