Ad networks: the new cool kid clique?

I’ve played with advertising on Eloquation and Squandrous in the past. While all my advertising experiments have been a relative success when it comes to making money, I really didn’t feel as though the Google Ads (or even the few ads bought directly) did much to enhance the experience on my site.

My rationale to get rid of advertising was based on the fact that the money I gained from advertising wasn’t worth the time and energy I put in and impact they had on my sites.

The real reason I don’t have advertising on my site? I’m not cool enough.

Ad networks are becoming new status symbols on the web. All the cool kids are part of some network, and those sites wear their ads like badges of honor instead of an attempt to make some money.

Tight Network

I came to the realization that ad networks are the new cool kid cliques after reading a post on Jonathan Snook’s blog where he introduced SidebarAds. SidebarAds, like The Deck, is a closed, invite-only network of sites that provide advertisers a targeted and engaged audience.

The advantages to the publisher are obvious, and the monetary advantages to the publisher are clear as well. The hidden advantage, however, is the prestige that comes from being part of an elite club. Slapping an ad on your site that is “Via The Deck” or “by SidebarAds” means that your site holds a certain value, a cachet, that is not only prized by advertisers, but also fits in to the ethos of the network — a type of badge of honor, let’s say.

As much as I love the money I’ve made from them, Google Ads serve as the exact opposite indicator. While the elite ad networks serve as markers of distinction rather than cash-grabs, Google Ads seem to say, “I need to make a few quick bucks from this site. Please click on these ads as much as possible.”

Larger Reach

Don’t get me wrong; I’m not saying everyone needs to be part of a network and stop using Google Ads. Everyone should use the tool best suited for their needs.

I’m definitely not complaining about the existence of ad networks like The Deck or SidebarAds. I think they’re genius, actually.

What I would like to see is more of these niche advertising networks that are as well executed and tastefully implemented as The Deck and SidebarAds (and are invite-only), but reach different niches than the tech-savvy crowd. Bigger blog networks (where people can apply to become members) like BlogHer and Federated Media are great for making money and still holding some cultural cachet, but I feel that there’s more room in the market (but only a little, nobody wants market over-saturation) for the smaller, elite networks that are prestige badges as well as revenue streams.

After all, everyone likes being a part of the cool kid clique. Making some cash on the side is just a bonus.