Being Independent Means Squat

Now that the Google DoubleClick merger is going ahead, we can expect a raft of cute positioning from folks claiming they are truly the independent choice for ad-serving or the real alternative to the dominant monopolies.

That is, of course, until they get acquired or subsumed into one of the aforementioned dominant groups – and frankly, who cares? Having made a career of taking the road less traveled and enjoying every minute of it, I’ve learned that independence of thinking is different to independence of affiliation.

The independent thinkers deal with the why – not questions, not the fast-follower positions. I’m blessed to be surrounded by people that are transacting in that way right now and creating something that delivers to what advertisers know they want, but didn’t know they could have. And that’s the ability to control media operations from their platform, or develop new media metaphors quickly and effectively without paying gobs of margin on media services.

So, if it’s true independence you want, you need to go a little deeper than the veneer and work with people who live it.

- Martin Smith

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