BrightRoll Blog

By Lewis Rothkopf

September 15, 2009

We’ve become accustomed to the notion of “one-stop shopping”: We can get our socks where we get our soda, and tennis rackets are located just a few aisles away from potato chips. Extremely convenient and often price-advantageous, the superstore phenomenon thrives and successful chains are often the envy of many other businesses.

Another scenario: You’re at the car wash (the kind where you need to get out of your car) and you’re watching the miracle happening on the other side of the glass. As you’re walking, through you think to yourself, “Hey – I could use one of those air fresheners. And maybe a windshield cleaner. They have everything here that I need for my car, all in one place.” And so it goes.

Consumer behaviors, of course, often fail to translate well into B2B strategies. Consider the growing trend of video ad networks that offer a technology solution that promises to aggregate video ad fill from that network and also from other networks — many times at no cost to the publisher. From the publisher’s standpoint it may sound like a panacea – increased fill of unsold video inventory, only one system to manage, and in some cases, the ability to optimize by CPM.

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