ContextWeb, makers of the ADSDAQ contextual advertising exchange, has published a video on its blog from an entertaining panel at the recent OMMA Ad Nets conference in New York City. Featuring participants in the ad exchange space from Yahoo!'s Right Media and APT, DoubleClick Advertising Exchange, ContextWeb/ADSDAQ and two agency reps, the panel helped outline the differences between the ad network and advertising exchange models.
In our "book," the online advertising exchange model provides the tools for buyers and sellers of online media to trade online advertising. Revenue to the exchange is often transactional.
The ad network model is that of "trader." They buy and sell media and earn the difference between what they buy from the publisher and what they sell to the advertiser.
We'd like to say that once and for all this panel answers the question of what's the difference between an ad network and an ad exchange. But, as you'll see, there's still some disagreement on the definition of an ad exchange.
To view the video, click below: