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Ad Exchange News Links for Wednesday, March 18

By AdExchanger

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Ad Exchange News LinksIt’s been a while since we served up linkage. So, here we go – ad exchange-related news.

Financial Times writer, John Gapper, says that skepticism reigns regarding online ad exchanges – only for the uninformed, John. But, opposing viewpoints are always welcome here at AdExchanger.com. Apparently, big brands and newspaper sites may “shun” the advertising exchange model.

For you stock pickers, ValueClick, an ad exchange and network company, is now looking good as a stock market “buy” according to Seeking Alpha and financial analyst, Bernstein. Ad-related companies WPP Group and Publicis are also mentioned as hot stock properties. Boo-yeah.

The Seattle Post-Intelligencer (greatest name for a newspaper) has gone digital and announced that it will not only be selling display through Yahoo! for seattlepi.com, but also selling Yahoo!’s and other digital partners’ advertising tools – or as Seeking Alpha put it: “aggregating services for local advertisers to prove out a new business model entirely.” Take note: that’s a publisher-as-an-agency – kinda like what we’re saying. Everybody’s going to be buying and selling on the exchange.

More from Erik Sass of MediaPost on newspaper’s “expanding digital platforms.” And, the Charlotte Observer reports it will be on Yahoo’s APT Platform in April.

Emily Steel of The Wall Street Journal covers talks about WPP Group and Google’s efforts to move forward with engagement mapping or attribution initiatives to help advertisers understand ad effectiveness online and in traditional environments. The $4.6 million investment by both companies sounds like an angel round. (No WSJ subscription? Try MediaPost.) With the nation’s top universities involved, too, hopefully the brainiacs can come up with an interesting case study or two that will encourage advertisers to move more budget online.

Burst Media launched its “AdConductor Inventory Exchange.” Whoa, did somebody say “exchange”? Why, yes. The new Burst-flavored exchange “offers advanced demographic and geographic targeting capabilities and additional audiences for remarketing and retargeting” among other features. More aerodynamic graphics on the AdConductor site.

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