Ad-Tech NY: Exchanges with Omnicom, Google, Yahoo, Traffiq and ContextWeb’s ADSDAQ
The Ad-Tech New York conference continued last Thursday morning with a panel devoted to the rapidly expanding advertising exchange space. “A Spade Is Not a Spade: Analyzing the Exchange Marketplace” was moderated by ThinkPanmure analyst, Robert Coolbrith, and looked at the differences between each exchange as well as the perceptions of the exchange model within the agency world.
To view media from the event, please click the following:
Panelists included:
- Dan Ballister, Chief Operating Officer, Traffiq
- Ramsey McGrory, VP, Yahoo! Corporate Partnerships, Yahoo!, owner of APT and Right Media Exchange
- John Donahue, Director of Business Intelligence Analytics and Integration, Omnicom Media Group
- Jay Sears, Executive VP, Strategic Products and Business Development, ContextWeb, Inc. / ADSDAQ Exchange
- Michael Rubenstein, VP and GM, DoubleClick Exchange
John Donahue raised the point that he’d like to see more value brought to the buyer’s side of the equation with advertising exchanges in the same way that publisher yield management tools bring value to website owners. He added, “The model that occurred in search - where its solely maximizing yield for the publishers - is not a model we’re too eager to pursue.”
Jay Sears agreed and said that content and display-based ads is a completely different market than search. “The advertiser is at a real advantage because there’s a lot of supply [in display],” he said. “The question is how to reaggregate what has been fragmented back to the advertiser that not only gives the advertiser scale, but also gives the advertiser control.”
Michael Rubenstein concurred with the panel’s overall sentiment, “It’s got to be a fair trade. If you look at any marketplace that works well, like Ebay’s, there’s got to be something there for the buyer and the seller.” He added, “The promise of the exchange is fair market pricing - not always cheap pricing.”
To view the video, please click below:
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