One of the most difficult things for Internet companies is selling ad inventory. Lots of ad networks now exist from contextual networks like AdSense to vertical networks like the women focused Glam. They work because they can aggregate a large audience that gives advertisers the reach they need and they can sell to national advertisers which means they only need a presence in a few major cities.
However, one of the largest markets and fastest growing is for local advertising. The challenge has been that it is very difficult to sell into these markets.
So the idea is for a local ad exchange that aggregates content focused on local topics and that let’s anyone sell the inventory. I believe this selling is a bit like selling traditional yellow page ads where you need feet on the street to sell. With the key difference that all sales people are independent contractors.
I’d have two programs. One that recruited local publishers and another that trained people how to sell.
The system would need decent inventory control, excellent customer service and a very well done training program.
This could turn into a grind it out business, but the company that figures out how to scale local ad sales is in for a tidal wave of good fortune.
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