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Ad Exchange News

Ad Exchange News Links for Friday, February 6

By AdExchanger

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Advertising Exchanges LinksHere’s a recap of recent ad exchange-related news:

Mediaweek’s Mike Shields finds evidence that ad networks and exchanges are doing better than expected in Q1 2009. Traffiq ad exchange CEO Mark Kahn adds that ad agencies appear to be planning a month ahead of time as opposed to a year ahead of time.

In a press release, Traffiq announced that its “premium display advertising inventory averaged at $4.53 CPM – more than 17 times higher than the CPMs secured through many 3rd party resellers.”

Lynda Clarizio was canned at Platform-A (owners of ad exchange, BidPlace) in favor of former Yahoo! display ad executive, Greg Coleman according to AOL CEO Randy Falco. SAI covers AOL’s Q4 results which showed strength in premium inventory and weakness in remnant.

Former Vice President, Publisher Development at TACODA (now owned by AOL), Scott Portugal, has taken over at Traffiq to lead “the sales, marketing and business development practices at TRAFFIQ” according to Adotas.

In spite of the recent negative news regarding display ad CPMs, TechCrunch sees good news for display in recent quarterly reports by Yahoo!, AOL, Google and Microsoft.

Burst Media, a network or vertical ad network depending on who you ask, covers the WSJ article on improved targeting in web advertising. Burst seems to be wary of behavioral targeting which is understandable in that they are selling a contextual, vertical industry, targeting solution.

WPP invests in Omniture and makes its play in the analytics game.

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