Keeping you abreast of the latest exchange news…
In the New York Times, Stephanie Clifford wrote a piece entitled, “Put Ad on Web. Count Clicks. Revise” featuring the ad exchange model’s data-intensive environment with real world examples.
Of note: according to NYTimes.com today – two days later – this article is still among the top 10 emailed articles on the site. Think people are getting the picture?
With Clifford clearly connecting the dots for readers between similarities in the stock exchange and this new era of media, pork belly haters’ heads must have been spinning. Varick Media Management‘s Barry Lowenthal and Darren Herman provided keen insight from the agency side as well as modeling for a rooftop photo worthy of any calendar from Mens Warehouse (sorry guys, couldn’t help myself).
Also mentioned in the NY Times article, Interpublic Group announced the Cadreon digital ad network (see the new website), its entry into the exchange – or platform – space. Steve McClellen of AdWeek covers it with help from Quentin George, chief digital officer at Mediabrands. Kate Kaye at ClickZ digs in on the details, too, with Michael Brunick, VP, media technology director at Mediabrands agency, UM, who says that the Cadreon ad network launched “following about nine months of testing involving 55 advertiser campaigns.”
Finally, today, Clickable announced the next iteration of its bid management software. MediaPost’s Laurie Sullivan engages Clickable’s Max Kalehoff about the new features. Given the advanced optimization capabilities of their relatively mature platform (relative to the rest of this very young industry), it would appear that Clickable is well-positioned to merge its paid search core competency with the biddable inventory of display at some point.
