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Ad Exchange Links for Friday, May 15

it's time for more ad exchange-related news!

Frank Lee posted a good summary from a recent search roundtable discussion at MediaPost's Search Insider Summit. Panelists included Craig Danuloff, ClickEquations' President, and Matt Greitzer, VP, Search Marketing, Razorfish.

"Display: consensus is that search and display are handled by different teams/agencies because with display who you know and what kind of deal you can cut is as important as how you can implement and optimize the program."

Greitzer is paraphrased with the following:

There is still untapped opportunity in search marketing, but it’s the hard stuff. Difficult to focus on new channels like ad exchanges when there is so much heavy lifting still in search.

And search retargeting info from the Summit, too! - a potential game changer in display as we've discussed.

..lots of good feedback on Yahoo’s new search retargeting offering. They are the only major engine that let’s you retarget searchers based on the query within a 15 minute window. Challenge is limited scale as ads only run on Yahoo owned and operated properties.

On the Burst Media blog, Jarvis Coffin argues that online is the place to be for brand marketers and CPM buys make sense.

Good summary recently from MikeOnAds on the players in the exchange space and what they "do."

Interesting post from Zach Coelius on the Triggit blog called, "Quality Display Advertising Exchanges Don’t Actually Commodify Inventory."

Collective Media, Burst Media and several other digital ad tech companies postponed their May "Ad Network and Exchange Road Show" event in New York City yesterday, so that they could produce a "new larger and enhanced event [which] will take place at the end of June." [Collective Media]

Collective Media also released their ad network study showing slight growth for brand spending online. And then, there was this finding:

Ad Exchanges Won't Replace Ad Networks: Although 4.5 percent more agencies and advertisers said they worked with ad exchanges than those surveyed in the prior year, these respondents remain in the minority. Most respondents (85 percent) did not work with exchanges, and only 7 percent believe exchanges will replace ad networks.

Oof. Who said exchanges were going to replace networks? We think network numbers will expand as the ad network space specializes in vertical and/or horizontal silos using digital ad trading platforms. And, it would make sense that Collective Media will be buyers and sellers on exchanges especially as RTB heats up.

Tony Granger, global chief creative officer at Young & Rubicam, proclaimed that "Advertising agencies are dead." His remark was focused toward the magazine and newspaper creative agencies according to MediaWeek.

Widget Bucks creator, Mpire announced its AdXpose technology which is intended to optimize revenue opportunities for advertisers and publishers according to an E-Commerce Times article.

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