Ads in Montgomery, Alabama are so easy to find that people have no idea they exist.
For many years, the Montgomery Advertiser (MAD) was the best-known and most visible Montgomery Ad Exchange.
Today, MAD is a smaller, but still strong competitor.
But even as the MAD business grew, MAD was struggling to stay relevant.
So when MAD began to focus on selling to online retailers, it had to make changes.
MAD decided to sell to a new partner, an online retailer called AdSense.
But what were the challenges?
It took two years to figure out how MAD would work with AdSense, how MAD could compete, and how MAD was going to stay viable.
Today we share some of the key lessons we learned from this journey.