The news that EA is dropping third parties from selling into the company’s dynamic in-game ad inventory is a pretty interesting development. At first blush, it looks like a move to increase margins and control pricing of the inventory. The more I think about the announcement, though, the more I hope the rabbit hole goes deeper.
When publishers of any sort integrate a third-party ad-serving solution, it essentially puts the sales teams and the creative teams at odds. Sales teams want to dream up incredible, never-done-before done campaigns with brands. A third-party solution acts as a bottleneck, shattering many of those dreams. Creatives look at those third-party solutions as invading their space, and find viewing the ads as a necessary evil.
When the ad-serving technology sits with product teams that work in parallel with the core product teams, this changes in a significant way. Suddenly the core product makes concessions to organically integrate with the ad products coming down the pipe, and then the sales teams are able to dream a bit bigger, doing some very neat stuff. I really hope this intention played a part in EA’s decision, in addition to the desire to control pricing and maximize profits. Read full article on Mediapost.