AdBrite Ad Exchange
Though this looks attractive, not all ad exchanges can survive long period. AdBrite was one of the popular ad exchanges that help publishers to monetize online content. They generate more than 160 million unique views only in USA. Even with this popularity they can’t survive and declared closure of their service.
AdBrite Closes Operations
Currently, AdBrite website is down and not accessible for anyone. After a failing effort to sell, AdBrite – the famous ad exchange company – informed their members that it will shutdown its operations effective from 01 Feb 2013. The company was originally started in 2002 and renamed as AdBrite in 2004 as an advertising network. Now they are trying to sell their core technology to the interested parties to manage debt.
Message to Publishers from AdBrite
Here is the copy of the communication received by adBrite publishers and advertisers:
Dear adBrite Advertiser,
Over the last few weeks, adBrite and its management have been evaluating the go-forward plan for the business. Given market conditions and certain financial liabilities, in working with our lenders, we have decided to cease operations on Feb 1, 2013. This is a difficult decision for all of us at adBrite. However, after much deliberation this seems to be the best course of action despite the impact it will have on all the employees, clients and partners who helped build this business. There will be a team in place as needed to assist with winding down your campaign, and final reporting and invoicing.
Thank you for being part of the adBrite community.
The adBrite Team
What are the Impacts for Publishers?
Here are some of the impacts to publishers:
- AdBrite was considered as one of the alternatives to Google AdWords / AdSense, closing its operation makes the publishers to rely on Google and other alternatives.
- The communication was sent just few days before the site shutdown and this triggers a major concern for publishers about the reliability of these advertising networks.
- Publishers are wondering about the payment of their balance earnings in their account.
- It looks the balance payments will only be settled if AdBrite can able to sell the technology to someone.
- This is a big blow for the publishers whose primary income comes through AdBrite.
As mentioned, AdBrite was generating more than 160 million unique views in US alone and closing such a reputed company within few days of notice period without the balance payment is clearly a lesson to every publishers.
Risk Handling for Publishers
If you are a publisher, do not primarily rely on advertising income from your sites. You should go for multiple ad networks in order to manage these risks. Here are some of the options you can try:
- Get approval from reputed companies like Google for their AdSense program.
- Use affiliate marketing along with display advertising.
- Sell eBooks and other products on your site to earn directly from your customers.
Update: SiteScout an advertising company announced that it acquired certain IP assets from AdBrite for undisclosed price.