AdExchanger
Articles By AdExchanger
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Google Advertising Strategy: All Your Exchange Are Belong To Us
It’s coming. It’s the second Google “killer app” after search advertising. It’s Google’s advertising exchanges! – the exclusive location for Google Search retargeting as long as Big G can survive the privacy tidal wave. The Evolution of the Killer App A long time ago, in an ad world far, far away… For many years, Google […]
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Air and Liquid: Social Media and Ad Exchanges
Considering the glacial migration towards premium AND remnant inventory exchanges by the online ad industry, the attributes of social media and ad exchanges have a lot in common these days aside from the fact that social media display ad inventory is unloaded through exchanges. Whether we want to admit it or not, both mediums prominent […]
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Ad Exchange News Links for Wednesday, March 18
It’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 […]
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Future Ad Exchange: The Media Profile
For the ad exchange model, liquidity and scale are factors in determining price for media. And, of course, so is data. Today, behavioral impressions are bought and sold, contextual impressions are bought and sold, etc. In the future, among several ways to trade advertising, including online display advertising, we suggest the “media profile” value. The […]
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Large Publishers Swarm as Pubmatic Premier and Funding Arrives
Today’s Media Post reports that yield optimizer, Pubmatic, led by CEO Rajeev Goel, is providing new tools to large publishers which he says already comprises 80% of the inventory among the 5,500 Pubmatic publishers. From Media Post’s Mark Walsh: PubMatic Premiere is aimed at publishers with more than $5 million in annual online revenue, and […]
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The Disintermediation of Ad Agencies
Darren Herman of MDC Partners‘ Varick Media Management recently published his thoughts on the disintermediation of online display advertising and, by extension, ad networks. Though it cannot be said we’re in complete agreement, it is a well-conceived argument that plots a path to success for savvy ad agencies who are ready to bring ad exchange […]
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Oh, Behave: Google Targets Behavioral Advertising and Privacy
Google is interested in your interests. The Google monolith announced today that its next option for advertisers will include behavioral targeting, and Miguel Helft of the NY Times wisely posits that the acquisition of DoubleClick and its technology is becoming more visible in Google strategy. From “Google’s Official Blog,” Susan Wojcicki, VP, Product Management, writes: […]
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New OPA Display Ads to Help Ad Networks and Exchanges
The Online Publishers Association has nobly decided to help the world of display advertising by introducing three, online display ad sizes. Each new ad unit will be implemented and sold only through participating publishers’ direct sales teams later this year. Implicit is that ad networks and exchanges will not be selling these units. Yeah, right. […]
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Web Publisher Tools for the Exchange: FireMeld from AdMeld
Amidst the mayhem of the current AdMonsters Publisher Forum in New Orleans which brings together ad operations professionals and their ad technology vendors comes news! AdMeld, led by CEO Michael Barrett and founders Ben Barokas and Brian Adams, has released a new tool for client publishers. AdMeld‘s FireMeld enables the ad operations team of web […]
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Razorfish 2009 Outlook: The Ad Exchange Is Our Future
Are those pork bellies or M&M’s in the picture? Ad exchanges get premium billing in Razorfish’s just-released 2009 Digital Outlook paper (PDF here). In the “What’s emerging” section of the paper, Razorfish has imbibed the ad exchange Kool-aid with a four-page spread entitled, “Ad Exchanges: Revolutionizing the Buy-Sell Process.” The exchange feature is even before […]
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