Technology

Today, Day 2 of Search Engine Strategies NYC, featured a collection of agency executives who discussed the current online display advertising market in a panel titled, “Pardon My Reach: A Snapshot of the Display Ad Marketplace.” With AdExchanger.com’s focus on ad exchanges, this was an opportunity to learn about agency opinion and innovations as it […]

Today’s announcement that Steve Perelman’s OnLive may have potentially disintermediated game console providers has the blogosphere a-chirping. The company has created a new compression which allows data used for online game services to be computed on distant servers – cloud computing servers – instead of through a game console or speedy, local computers.  Considering the […]

From Today’s AdAge article, “Media Giants Want to Top Google Results” by Nat Ives: “You should not have a system,” one content executive said, “where those who are essentially parasites off the true producers of content benefit disproportionately.” Load the cannons! Kiss the loved ones goodbye! This is WAR! Premium publisher titans undoubtedly led by […]

It’s coming. It’s the second Google “killer app” after search advertising. It’s Google’s advertising exchanges! – the exclusive location for Google Search retargeting as long as Big G can survive the privacy tidal wave. The Evolution of the Killer App A long time ago, in an ad world far, far away… For many years, Google […]

Considering the glacial migration towards premium AND remnant inventory exchanges by the online ad industry, the attributes of social media and ad exchanges have a lot in common these days aside from the fact that social media display ad inventory is unloaded through exchanges. Whether we want to admit it or not, both mediums prominent […]

It’s been a while since we served up linkage. So, here we go – ad exchange-related news. Financial Times writer, John Gapper, says that skepticism reigns regarding online ad exchanges – only for the uninformed, John. But, opposing viewpoints are always welcome here at AdExchanger.com. Apparently, big brands and newspaper sites may “shun” the advertising […]

For the ad exchange model, liquidity and scale are factors in determining price for media. And, of course, so is data. Today, behavioral impressions are bought and sold, contextual impressions are bought and sold, etc. In the future, among several ways to trade advertising, including online display advertising, we suggest the “media profile” value. The […]

Today’s Media Post reports that yield optimizer, Pubmatic, led by CEO Rajeev Goel, is providing new tools to large publishers which he says already comprises 80% of the inventory among the 5,500 Pubmatic publishers. From Media Post’s Mark Walsh: PubMatic Premiere is aimed at publishers with more than $5 million in annual online revenue, and […]

Darren Herman of MDC Partners‘ Varick Media Management recently published his thoughts on the disintermediation of online display advertising and, by extension, ad networks. Though it cannot be said we’re in complete agreement, it is a well-conceived argument that plots a path to success for savvy ad agencies who are ready to bring ad exchange […]

Google is interested in your interests. The Google monolith announced today that its next option for advertisers will include behavioral targeting, and Miguel Helft of the NY Times wisely posits that the acquisition of DoubleClick and its technology is becoming more visible in Google strategy. From “Google’s Official Blog,” Susan Wojcicki, VP, Product Management, writes: […]