Direct Revenue today, Claria tomorrow?
The age of adware is finally facing extinction. This week, some 40 employees were laid off at Soho Digital. This after the company has received a torrent of negative PR, direct and indirect, as an adware vendor. As a friend of mine said the other day, the gig is up. Who needs to download a “free screensaver” that runs ads? There are a billion free screensavers out there that don’t. Need CD ripping/burning software? Why download? It’s baked into your OS.
Like Gator-turned-Claria, Direct Revenue is reinventing itself in the behavioral marketing space. The question now is with Claria under new leadership, will a large percentage of its employees be filing out the door next week? It looks as if resume polishing may be in order.
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