AudienceScience is not the only company to get out of the ad network business. Lotame did so last year, and by its own account the move has paid off, allowing the company to double down on its data management platform and restore revenue to 2011 levels, according to Andy Monfried (AdExchanger Q&A).
"The comparison, and I think it's a plus for both companies, is we both realized we can't be everything to everybody," Peralta says.
The differences between the two companies comes down to business model. Lotame is a pure play data manager, while Audience Science combines its ad execution platform with a range of data sources. Both had publisher businesses, and had used those relationships in part to support an ad network offering.
When AdExchanger spoke with CEO Jeff Pullen in June, the company had already begun to downplay the ad network. Here's what he said on the subject:
"The original concept of our own ad network or our own publisher relationships was that we had a lot of large publishers who were using our technology for their own account, paying us directly for the utilization of our technology.
But there are a whole lot of other publishers, smaller publishers, who maybe weren’t in a position to pay us directly for our technology, but were more than happy to participate in the audience‑targeting world. We still do that. It’s not the biggest part of our business, but it still exists."