It appears the recent suggestions that Google and dMarc were not seeing eye-to-eye, on the best approach for selling radio ads, was more than just a small road-bump. Add to that, the fact that dMarc was unlikely to see the full $1.13 billion payout, as part of the acquisition structure, and you can see why Chad and Ryan Steelberg decided to take their $102 million in cash, and run.
…the two companies apparently differed over the need for a “human touch” in the sales process. Although dMarc was a pioneer in automated radio ad sales, the company still employed human beings to explain the dMarc system to prospective customers and tutor those who signed up. As Google began integrating dMarc’s system into Google AdWords, it pushed to limit the number of product reps. dMarc executives in turn blamed this policy for their sluggish revenue results.
All eyes now turn to YouTube, as Google tries to figure out how to best monetize it’s viewers. Was the recent registration to sell stock, by the YouTube founders, a sign they’re prepping, just in case things go the same way as dMarc?