SES Ad Exchange Panel: Questions for Your Ad Exchange
This past Wednesday I spoke at Search Engine Strategies in Chicago on a panel called “Ad Exchanges Are Changing Everything”along with Amy Adams Harding, SVP, Vice President of Advertiser Sales, DoubleClick Advertising Exchange and moderator Kevin Heisler, Executive Editor, Search Engine Watch. Unfortunately, Bill Wise of Yahoo!’s RightMedia Exchange spent the morning stuck at LaGuardia airport in New York.
We spoke a lot about media fragmentation, how this fragmentation is being dealt with by various players in the market including Google, Microsoft MSN, Yahoo! and AOL, how ad exchanges are different than ad networks and the best questions to ask an ad exchange.
One thing I think Amy, Kevin and I all agreed on is ad exchanges–DoubleClick AdX, ADSDAQ by ContextWeb and Yahoo!’s RightMedia are all different. Buyers and sellers need to do their diligence.
To that end:
- Audio of the SES Panel Ad Exchanges Are Changing Everything
- My final presentation (mostly on exchanges generally vs. ADSDAQ by ContextWeb)
I’ll email Amy and Bill for their presentations and post them here if/when I get them. Amy had some good research from Forrester that people would find helpful.
And if the audio and presentation are too much, come see us at iBreakfast in New York on December 19th or use this cheat sheet of questions:
Questions to Ask Your Ad Exchange
Inventory
*Is it remnant or premium inventory?
*Spot market (bided) vs. futures market (reserved inventory)?
*Safe for brands or direct only?
*Designed for agency and/or SEM work-flow
Pricing
*Is there control of pricing for buyer and seller?
*Pricing models: CPM, CPC, CPA?
Targeting available
*Contextual, behavioral, other?
*Graphical, rich media, text formats?
Publisher types
*Long Tail and/or large site and/or ad network inventory?
*Inventory from content sites and/or social media?
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