WSJ: Selling Web Advertising Space Like Pork Bellies
Today’s Wall Street Journal presents an overview on changes in the ways online advertising will be bought and sold in the future - namely, through online ad exchanges.
Rob Guth and Kevin Delaney of the WSJ write:
“The biggest Internet companies, including Microsoft Corp., Google Inc. and Yahoo Inc., are focusing attention and money on the emerging business, hoping to be first with the kind of large-scale, dynamic market for the ad industry that the Nasdaq market brought to stocks.”
Among the companies already in the exchange business are ContextWeb’s ADSDAQ, AdECN, Yahoo’s Right Media and Google’s Doubleclick. Unlike the currently closed models of AdECN and Right Media, ADSDAQ will be open to all publishers and advertisers. (The ADSDAQ beta application is now available to publishers here.)
An important point of differentiation is hinted at in the WSJ article when Steven Kaufman, SVP of Publicis Group SA’s Digitas interactive agency, says:
With exchanges, “the underlying assumption to that is you’re buying a commoditized product that anyone can sell you…That’s not coming through an exchange.”
In fact, ContextWeb’s ADSDAQ offers the opportunity to buy and sell ‘premium’ inventory rather than ‘remnant’ by leveraging ContextWeb’s patent-pending, contextual technology (ContextAd) to create better revenue-generating opportunities for advertisers and publishers.
-- John Ebbert
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