©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Media Business, 1/20/11
Next-Tech Markets Advertising Co-op is not your typical b2b advertising network. It’s also not a co-op in the sense of being jointly owned and operated by its members. The cooperative element refers to the selling process, where publishers can effectively sell one another’s audiences. Andy Kowl is director and owner of the co-op, which will be officially rolled out Feb.1. He’s also the publisher-editor of a b2b website, RFID Switchboard. By putting together the collective resources of multiple small online publishers like his, Kowl hopes to make each one more competitive in the online advertising arena.