| I don't think anyone has. I've never heard of UBM, but the article portrays it as a company with a vertically focused print and tradeshow revenue model that has a few web properties. The 1996 website monetization model has been disrupted within the last 5 years with ad exchanges that hold auctions in real-time, and most companies with roots in print don't have a clue whats happening in their industry - see new york times, time magazine, plenty more whose traditional ad sales revenues are plummeting IMO a web property would fail to adapt to the modern revenue model because 1) C level execs don't know what to change it to, 2) they don't understand the new model, or 3) they think that auction based CPMs will be too low so they haven't tested it. In the case of DrDobbs.com with solid traffic and a high quality, established b2b audience, not sure it makes sense to fold the property. Disclaimer: I used to work at an ad agency and I now work at a data company for ad exchanges. Edit: here is a 3rd party source on growth in the RTB channel, to which UBM has no exposure:
www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312 |