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Can startup online video ad firms survive the big beasts in the Adland public jungle?

You don’t have to be a sea­soned busi­ness man­ag­er to know that soar­ing demand for online adver­tis­ing played along­side video clips is spurring big growth amongst star­tups spe­cial­iz­ing in online video adver­tis­ing. Com­pa­nies like Adap.tv, YuMe and Tremor Video Inc., for exam­ple, are all poised for Ini­tial Pub­lic Offer­ings lat­er this year, as the expan­sion in fast mobile encour­ages ever-more blog­gers and media firms to bump up the quan­ti­ty of video on their sites. Colos­sal rivals But the can­nier busi­ness devel­op­ment man­ag­er may well be enter­tain­ing some skep­ti­cal ques­tions about what kind of suc­cess can be expect­ed by these firms by sell­ing shares to the pub­lic. In real­i­ty, there aren’t that many inter­net adver­tis­ing agen­cies to have tak­en the IPO turn in recent years, large­ly because every­where they look they’re con­front­ed with the sight of a colos­sus: Google Inc. is firm­ly in con­trol of around half the dig­i­tal ad busi­ness.  That’s one heck of a big slice of pie. Take Mil­len­ni­al Media Inc., which sells pro­mo­tions on smart­phones. After its IPO in March 2012, it’s now val­ued at half the total it float­ed at back then. While its stock cur­rent­ly trades at 1.8 times its rev­enue, Google’s price-to-trade ratio is…

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