In 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.
