Forget FOLO: Economic theory explains why vendors will take you back
Switching to a new native ad vendor (or, for that matter, even a hairdresser or dry cleaner) comes with a fair amount of anxiety. What if the current vendor figures it out and will not work with us anymore? What is the fallout, if any, if I decide to work with a niche provider, instead of, or in addition to one of the market-leading vendors?
WhizzCo CEO Alon Rosenthal‘s WNIP article answers these questions (and more) using economic theory, pointing out the mutually beneficial nature of publisher-vendor relationships.