Home Ad Exchange News Ad Exchanges Featured on ClickZ

Ad Exchanges Featured on ClickZ

SHARE:

Ad Exchanges from ClickZIn ClickZ today, writer Tessa Wegert elevates the ad exchange cause with her article entitled, “Understanding Ad Exchanges.” Ironically, the article is sponsored by ad network, Tribal Fusion. Not sure how TF felt about it – oh well.

Wegert discusses one of the main differences between ad networks and exchanges: ad networks act as middlemen, ad exchanges provide tools for buyers and sellers to come together and trade advertising.

Nice to see the ad trades catch the ad exchange drift, again. Wegert points to Yahoo!’s integration plans for Right Media, ContextWeb’s recent funding, (she forgot Turn – they received big bucks, too) and the press release juggernaut Glam Media with its GlamX vertical ad exchange as recent, ad exchange, momentum milestones.

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.

To read her entire article, click here.

Must Read

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.

How A For-Profit College Is Using CTV Ads To Win Over New Students

The American College of Education partnered with performance TV company MNTN to better reach its audience of adults seeking higher education.

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.

The IAB Tech Lab Isn’t Pulling Any Punches In The Fight Against AI Scraping

IAB Tech Lab CEO Anthony Katsur didn’t mince his words when declaring unauthorized generative AI scraping of publisher content “theft, full stop.”

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Here’s Who’s Testifying During The Remedy Phase Of Google’s Ad Tech Antitrust Trial

Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!