Bartender I'll have one impression on CNET for 2 cents, three impressions on WSJ.com for 3 cents, and put my next margarita in a to-go cup.
The AdECN quote is reminiscent of the New York Times attempt at explaining the exchange model and the iinherent tactics for advertisers and pubishers in a July 2008 article. Times writer, Stephanie Clifford wrote, "The major appeal of exchanges is that with some analysis, advertisers can buy ads one by one, and track the performance of each ad."
Hey, nobody buys per impression! They buy bundles or blocks - exchange style. Yes, bids can be can be changed on the fly using technology, but we're not so sure the idea of "per impression" optimization makes the exchange model sound scalable.
Not surprisingly, at various points in the article, exchanges were able to stuff in the "brand" word as part of their ongoing drive to present exchanges as a premium opportunity.
Wegert's final words challenge the "remnant" moniker given to exchanges to-date: "It's time for us to propel things even further forward by exchanging our old media standbys for new opportunities and our misgivings for exchange-based campaigns."
OK, exchanges... time to put this on your press page.