Ad Exchange News

From WSJ Digits blog, the post, “Does Size Matter When Measuring Online Audience?” explores the way in which Comscore and Nielsen count audience with Quantcast noticeably absent. Nielsen is claiming to have launched the “Largest, Most Representative Online Audience Measurement Panel in U.S.” MediaPost editor-at-large, Diane Mermigas did a Q&A back on July 1 with […]

According to the Specific Media website late last week, Specific announced a deal which goes around the agency and straight to the Direct.   Dealership holding company, MileOne Automotive, will work with Specific to target “automotive in-market shoppers across the Specific Media premium publisher network.” Given its expertise in the automotive industry, this may be another […]

Jed Nahum is Director of Business Integration for AdECN and led Microsoft’s acquisition of AdECN. AdExchanger.com: Can you provide insight on current momentum and scale at AdECN? And, how is the Federated platform performing? What’s next? JN: Our federated platform is a real-time bidded exchange that allows massively scaled ad networks, ad brokers, and publisher […]

WPP is entering the auction for Razorfish along with Publicis according to PaidContent’s David Kaplan who writes, “For WPP’s part (or bid), despite doubts about its wherewithal to absorb such a large shop and meet Microsoft’s estimated $600 million asking price, the holding firm’s dealmakers may point out Publicis’ close relationship with Google.” Jon Fine […]

Young Bean Song, senior director of analytics at Microsoft’s Atlas Institute, thinks that “Web Advertising Needs Traditional Media Metrics” in his post on the Microsoft Advertising blog. Song writes that traditional media metrics are disowned by online marketers due to their own arrogance, ignorance and fear to adopt. “Any hope to unlock the two-thirds of […]

Good news in the world of online advertising according to the latest quarterly forecast from Publicis’ ZenithOptimedia Group. MediaPost’s Joe Mandese writes that the agency believes that global ad spending online is gaining share in 2009 will reach 10.1%, a 1.5% increase since their last estimate in April. The Wall Street Journal takes Zenith’s spin […]

Greg Sterling delivers the OPA case on display advertising to search marketers on Search Engine Land. In the process, Greg digs up 2008 data from Tacoda (now AOL’s property) regarding clickers. Sterling concludes, “The bottom line is that a CTR is not a good measure of consumer intent, engagement or value as a metric for […]

Tim Cadogan is CEO of OpenX, an online advertising technology company. AdExchanger.com: When you say (MediaPost 6/29) OpenX Market is more like a search marketplace whereas Right Media is more like a financial market, what do you mean? TC: Just to be clear, OpenX Market is an exchange for display advertising. Specifically, the Market is […]

Quantcast is going ahead with its efforts to offer a new opportunity for marketers who wish to leverage the millions of Quantcast pixels all over the Internet that can help provide insight into audience.   Dubbed the  “Media Program” (see release), here are the details from Quantcast: The Quantcast solution applies marketers’ unique customer interaction data […]

Tim Ogilvie is CEO of AdBuyer.com, an online media buying platform. AdExchanger.com: What is AdBuyer.com and how did it begin? TO: AdBuyer.com is a media buying and optimization platform for auction-based media. We provide a full suite of tools to help online marketers understand how their online advertising is performing and what they can do […]