Comments on: Balancing Act For Ad Exchanges: Staying Open While Closing the Door on Harmful Content And Behavior http://www.adexchanger.com/exchange-ideas/balancing-act-for-ad-exchanges-staying-open-while-closing-the-door-on-harmful-content-and-behavior/ Digital media optimization news and discussion website. Thu, 11 Mar 2010 17:04:50 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: rightmediablog.com Blog » Blog Archive » Balancing Act For Ad Exchanges http://www.adexchanger.com/exchange-ideas/balancing-act-for-ad-exchanges-staying-open-while-closing-the-door-on-harmful-content-and-behavior/#comment-3180 rightmediablog.com Blog » Blog Archive » Balancing Act For Ad Exchanges Tue, 03 Nov 2009 22:22:33 +0000 http://www.adexchanger.com/?p=10197#comment-3180 [...] following is an excerpt from an AdExchanger.com article by Bennie Smith, Yahoo! VP Exchange Operations/Platform [...] [...] following is an excerpt from an AdExchanger.com article by Bennie Smith, Yahoo! VP Exchange Operations/Platform [...]

]]> By: Marc Guldimann http://www.adexchanger.com/exchange-ideas/balancing-act-for-ad-exchanges-staying-open-while-closing-the-door-on-harmful-content-and-behavior/#comment-3128 Marc Guldimann Mon, 02 Nov 2009 22:11:23 +0000 http://www.adexchanger.com/?p=10197#comment-3128 Exchanges are going to have a hard time preventing malware via a QA process, especially considering the dynamic nature of ads whereby only a small chunk of the ad is uploaded to a trusted ad server, if at all. I don't think any control system that attempts to vet each impression or advertisement will find success at scale. Our industry could learn from ratings systems of financial markets (S&P / Moodys). A standard rating system that mitigates risk for advertisers and publishers may the kind of value-add that allows premium networks to flourish in an exchange driven media market. Exchanges are going to have a hard time preventing malware via a QA process, especially considering the dynamic nature of ads whereby only a small chunk of the ad is uploaded to a trusted ad server, if at all.

I don't think any control system that attempts to vet each impression or advertisement will find success at scale.

Our industry could learn from ratings systems of financial markets (S&P / Moodys). A standard rating system that mitigates risk for advertisers and publishers may the kind of value-add that allows premium networks to flourish in an exchange driven media market.

]]> By: Adam http://www.adexchanger.com/exchange-ideas/balancing-act-for-ad-exchanges-staying-open-while-closing-the-door-on-harmful-content-and-behavior/#comment-3124 Adam Mon, 02 Nov 2009 20:37:43 +0000 http://www.adexchanger.com/?p=10197#comment-3124 So has RMX suddenly (the last few days) put into place new technology that solves this problem or are they just doing the standard corporate song and dance? Judging by the facts (the continued presence of these ads) I'd say that its a pure PR play and one lacking any real substance. Typical BS of Yahoo/RMX and others. "Nothing to see here, move along..." or "We are keenly aware of the severity of these problems and are working hard with our partners to solve them".... So has RMX suddenly (the last few days) put into place new technology that solves this problem or are they just doing the standard corporate song and dance?

Judging by the facts (the continued presence of these ads) I'd say that its a pure PR play and one lacking any real substance.

Typical BS of Yahoo/RMX and others. "Nothing to see here, move along..." or "We are keenly aware of the severity of these problems and are working hard with our partners to solve them"....

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