A data pull in the article includes more work from Bill Morrison and his team at ThinkPanmure (whose chairman just departed). Wegert writes:
"While their (ad exchanges) role within our industry is still relatively small, their potential is huge. According to data from economic research firm ThinkPanmure, about 15 percent of all remnant ad inventory and 5 percent of all online display advertising were sold through exchanges in 2007."
Considering the nascent stage of ad exchanges and the lack of awareness in the marketplace, 5% for all online display is an impressive figure.
And, best of all from Wegert, she promises an article next week on some of the key players: likely Google's DoubleClick, Yahoo!'s Right Media Exchange, etal.