Potential impact of CMGI deal on DCLK (thanks to caesarsghost from TMF thread).
<<The Alta Vista contract remains in force. However, it does allow for Alta Vista to take a portion of its ad sales in house. This was publicized on the first day the contract was announced, although details were withheld.
Alta Vista will be allowed to handle SALES for its top 100 advertisers next year, according to Wetherell. I am not aware of Alta Vista being allowed to transition any ad serving, however. At the time of the contract negotiations, Alta Vista management had to be thinking about building an ad sales force, but they probably hadn't given any thought to serving their own ads.
Impact:
1. DART--Apparently, there will be no impact on DART, seeing as the ad serving situation seems to be unaffected. Alta Vista averages 58 million page views daily, a smidgeon over 10% of DART's 500 million per day.
2. DCLK NETWORK--The network will lose some Alta Vista inventory, but this should have no effect on either the top or bottom line. History has shown that internet ad inventory is easily replaced. For example, I observed back in January that 24/7 experienced a mass exodus of virtually all of its top sites. Not only did 24/7 not suffer from the loss of inventory, the company actually grew at an accelerating pace. Doubleclick will do the same.>> |
