Archive for November, 2008

Yahoo!'s Right Media Exchange Offers Transparency Tool to UK Advertisers

Friday, November 28th, 2008

Right Media ExchangeToday, Yahoo!’s Right Media distributed a press release in the UK about its new transparency offering, Marketplace Select, for advertisers – undoubtedly a response to recent embarassments uncovered by UK’s New Media Age among others.

According to today’s New Media Age:

In the release, Denise Colella, VP International at Right Media, says that “this solution can help give buyers greater confidence to scale their overall budgets on the platform, which ultimately benefits all Exchange members.”

(more…)

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Yahoo!’s Right Media Exchange Offers Transparency Tool to UK Advertisers

Friday, November 28th, 2008

Right Media ExchangeToday, Yahoo!’s Right Media distributed a press release in the UK about its new transparency offering, Marketplace Select, for advertisers – undoubtedly a response to recent embarassments uncovered by UK’s New Media Age among others.

According to today’s New Media Age:

In the release, Denise Colella, VP International at Right Media, says that “this solution can help give buyers greater confidence to scale their overall budgets on the platform, which ultimately benefits all Exchange members.”

(more…)

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Posted in Ad Exchange News | No Comments »

Video: What's The Difference Between an Ad Network and an Ad Exchange?

Friday, November 28th, 2008

ContextWeb, makers of the ADSDAQ contextual advertising exchange, has published a video on its blog from an entertaining panel at the recent OMMA Ad Nets conference in New York City. Featuring participants in the ad exchange space from Yahoo!’s Right Media and APT, DoubleClick Advertising Exchange, ContextWeb/ADSDAQ and two agency reps, the panel helped outline the differences between the ad network and advertising exchange models.

In our “book,” the online advertising exchange model provides the tools for buyers and sellers of online media to trade online advertising. Revenue to the exchange is often transactional.

The ad network model is that of “trader.” They buy and sell media and earn the difference between what they buy from the publisher and what they sell to the advertiser.

We’d like to say that once and for all this panel answers the question of what’s the difference between an ad network and an ad exchange. But, as you’ll see, there’s still some disagreement on the definition of an ad exchange.

To view the video, click below:

(more…)

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Posted in Online Advertising | No Comments »

Video: What’s The Difference Between an Ad Network and an Ad Exchange?

Friday, November 28th, 2008

ContextWeb, makers of the ADSDAQ contextual advertising exchange, has published a video on its blog from an entertaining panel at the recent OMMA Ad Nets conference in New York City. Featuring participants in the ad exchange space from Yahoo!’s Right Media and APT, DoubleClick Advertising Exchange, ContextWeb/ADSDAQ and two agency reps, the panel helped outline the differences between the ad network and advertising exchange models.

In our “book,” the online advertising exchange model provides the tools for buyers and sellers of online media to trade online advertising. Revenue to the exchange is often transactional.

The ad network model is that of “trader.” They buy and sell media and earn the difference between what they buy from the publisher and what they sell to the advertiser.

We’d like to say that once and for all this panel answers the question of what’s the difference between an ad network and an ad exchange. But, as you’ll see, there’s still some disagreement on the definition of an ad exchange.

To view the video, click below:

(more…)

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Posted in Online Advertising | 1 Comment »

Ad Exchange and Network Optimizer, AdMeld, Hires Barrett, Former Fox Exec

Monday, November 10th, 2008

AdMeld Hires Barrett as CEONew York City-based AdMeld, a platform provider of advertising exchange and network optimization tools, announced that it has signed on as its CEO Michael Barrett, former Chief Revenue Officer at Fox Interactive Media (FIM) and EVP of Sales at AOL Media Networks.

In the press release announcing the new hire, Benjamin Barokas, co-founder and Chief Revenue Officer of AdMeld, from JumpTV and AOL, provided a bit of light on what exactly AdMeld does saying, “AdMeld removes complications when dealing with multiple networks and exchanges. No longer do publishers have to deal with disparate tags, interfaces, and conflicting statistics. Our platform increases yield while reducing the resources needed to pull reports, evaluate data, and re-prioritize campaigns in a traditional ad server.”

After an eight-month beta program of its platform according to the release, it would appear AdMeld will compete directly with companies such as Rubicon Project and PubMatic already in the publisher yield management space.

(more…)

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Posted in Online Advertising, Yield Management Tools | No Comments »

AdECN Asks Ad Networks To Try Federated System

Wednesday, November 5th, 2008

Microsoft AdECN Announce Federated SystemNo, Federated Media has not suddenly become part of AdECN, and by association, Microsoft.

Apparently, AdECN is ready to test its new ad exchange platform called the Federated System and is asking that interested ad networks come and test the new version of the advertising exchange before it reaches a wider public release in 2009 according to the AdECN press release and an article in MediaPost.

The key difference in the new system (announced during AdTech New York) in comparison to competing exchanges according to AdECN is that Federated will “allow its members to price every ad impression in the auction, so display ad impressions aren’t undervalued or overvalued.” We’re not sure exactly what this means but assume that based on knowledge from previously served, similar impressions, the Federated System will provide performance/behavioral and/or contextual metrics for current available “spot” inventory.

(more…)

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Posted in Ad Exchange News | No Comments »