ContextWeb's Internet Advertising Blog

BIMA and ADSDAQ Exchange: Discussion on Media Fragmentation

Yesterday, Jay Sears of ContextWeb, creators of the ADSDAQ Exchange, and Steve Ustaris of Carat Fusion, participated in a morning conference at Hotel Nine Zero offered through the Boston Interactive Marketing Association (BIMA).

Attendees from BIMA, and Boston-area agencies such as Media Contacts, caratm Hill Holliday, Holland Mark, Partners + Simons, Mullen, Fulgent and direct advertisers such as TJX, Staples, Fidelity and more discussed the rapidly fragmenting online advertising marketplace and the possible solutions ahead for advertisers in the conference entitled, “Wandering Audience and What Advertisers Can Do About It.”

It was an apropos topic considering the recent discussions in the news media about ad exchanges and networks, brand publishers and advertisers, and the evolution of online media which was covered again yesterday by Jon Fine of BusinessWeek. Mr. Fine paraphrased ContextWeb Board Member, Wenda Harris Millard:

“In an appearance earlier this year she warned traditional media players that if they allow ad networks to mediate the buying of their Web sites’ ads, they run the risk of commoditizing these ads’ value as if they were the media equivalent of “pork bellies.”

If you would like to download a PDF of the presentation, click here.

To view photos of the event, visit our Flickr site here.

The full presentations made by Jay and Steve as well as the Q&A are available here in three parts in video format below: (with MP3 audio-only at the bottom of the page):

Part I

Part II

Part III

To download the audio-only, MP3 file of the presentation, click here.

-- Ken Lauher

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