Like Jay though, I don’t know much or haven’t seen much yet about the technology that’s powering FMP, and if it will have the ability to scale and provide the power that they need to make good money and grow. Perhaps they don’t want to grow that much, so it’s possible to do a lot of manual work to control the advertising on these premier blogs.
However, it naturally makes me think of Yield Manager, the ad marketplace/technology solution we built at Right Media. It’s actually built to power ad networks, and has all the tools and abilities networks need to power their business. Does John and his team at FMP really need to spend a lot of time and effort building technology and worry about ad hosting, reporting, and the hundreds of other tools and processes involved with running an ad network?
I don’t think they do. I think FMP’s strength is it’s founder, it’s ideals, and it’s relationship with top bloggers. I’d love to talk to John or someone else at FMP to tell them about how they could leverage Yield Manager to save themselves a lot of time, headache, and money. It doesn’t make much sense for ad networks to build their own technology unless they’re really planning to do something special or unique with a specific technology. If what they’re doing is really about conversations and relationships, why waste the time and money?