A leading search technologies firm, FAST, has developed AdMomentum which is a private-label contextual advertising and monetization platform for online media companies, retailers and telecommunications service providers.
The service aims to do away with third party contextual advertising service providers, such as Google, Yahoo! and MSN. John M. Lervik, CEO of FAST, says that:
Publishers want to maintain control of their revenue, serving their advertisers and audiences more effectively, and this has been difficult to do with third-party platforms. With FAST AdMomentum, we give that control and independence back to publishers – enabling them for the first time to fully monetize their assets without having to share revenues or risk customer disintermediation.
Calling the sevice a revenue engine, Perry Solomon, VP and GM, Media Solutions at FAST said that:
Publishers know their content, their audiences and their advertisers’ needs best – key insights necessary to compete in the online world.
The service enables customers to sell locally and nationally, multiple ranking algorithms and innovative customer interfaces. It's too early to tell how successful the service would become. However, it offers another option to customers and is not going to replace third party ad services for the simple reason that not everyone would like to do it themselves. In addition, Google has a certain expertise in targeting which might not be equalled by individuals.