Montreal Tech Watch

Bloom Digital has launched officially late this week, with the announced goal to address the current issues in online advertising.

The Bloom Digital team comes straight from Cossette, a leading integrated marketing agency, and as such, their team is composed of communication, advertising and marketing experts, as well as key technologists (Yves Poiré, Vlad Stesin, Bosko Milekic among others) . On their initial blog post, they’ve recognized the failure of current advertising platforms, unapplicable because of media hyperfragmentation and the very nature of social media, blogs and social networks. It’s well known for instance that Google AdWords is the worst for focused blogs or web startups. It’s often irrelevant, un-engaging, and can even bring a negative value; unless you have a mass audience, with millions of pageviews.

Saying that their vision is a new paradigm would be far-fetched, but it’s quite refreshing to see that one of Canada’s biggest communication agency recognized the problems of the market and launched the BloomDigital upstart. I’m especially looking forward to the platform they are building for blogs. Web publishers, startups and web entrepreneurs building online audiences and looking to monetize via ads should also be on the outlook for their platform. Of course, building this platform is a challenge in itself. Traditionally, leading brands frown upon advertising on small “unnaccountable” web destinations, preferring established websites such as newspapers. But if there’s a team in Montreal who can do it, it’s this team, with their expertise in putting together technology/publishers/ad networks and its advertising expertise.