ADSDAQ Exchange at the IAB Marketplace: Ad Networks & Xchanges
On Monday, executives from ContextWeb’s ADSDAQ Exchange presented to advertisers, publishers and other interested members of the online advertising community at the highly anticipated, “IAB Marketplace: Ad Networks & Xchanges” at New York City’s Roosevelt Hotel.
Michael J. Kelly, our just-announced Senior Advisor to the ContextWeb board, gave a compelling closing keynote entitled, “One view: What’s next?” where he discussed the ongoing fragmentation of the online marketplace.
William Morrison and Robert Coolbrith of ThinkEquity provided a thorough overview of the challenges and opportunities in online advertising as a whole and with advertising exchanges and ad networks, in particular. They closed their presentation with important questions for the marketer. We have those questions available for download here.
As pointed out by the Media Two Interactive blog, the speed dating format was another important part of the day’s activities.
Robert Daniel, SVP of Sales and Publisher Development, and Ryan Becker, VP of Publisher Development, were ContextWeb’s “speed daters.” With just 15 minutes per presentation, a clear, concise overview was critical but did not always allow enough time for Q&A (Feel free to add your questions below. We’re happy to respond!).
Among the most important topics of the day was the “pork bellies” or commoditization issue around ad networks originally raised by ContextWeb Board Member and Martha Stewart Living Omnimedia President of Media, Wenda Harris Millard. Searchblog and Federated Media’s John Battelle has been referencing Wenda lately, too:
“To paraphrase Wenda Harris Millard, Chair of the IAB, we must not trade our brands like pork bellies.”
Battelle’s popular meme builds upon comments made by executives at ESPN who said they are turning off ad networks according to Mike Shields at MediaWeek.
The concerns of the brand advertiser are well-founded and one reason the ADSDAQ Exchange provides an excellent fit to many current, brand advertiser clients.
The premium inventory offered to advertisers on ContextWeb’s ADSDAQ Exchange is made available through page-level contextual technology that reads the web page, categorizes it - and if it is not appropriate for our brand advertisers - passes it to the next advertising exchange or ad network in the publisher’s daisy chain. This brand safe environment along with the reach of 93 million+ U.S. uniques (Feb. 2008, ComScore) is a powerful combination required by many brand marketers in the increasingly fragmenting world of online advertising.
For more photos of the “IAB Marketplace: Ad Networks & Xchanges,” visit our Flickr site here.
If you would like to view video of our sales and publisher presentations from the IAB Marketplace, please view the following…
Robert Daniel, SVP of Sales and Publisher Development - the Advertiser presentation
For an MP3 audio only download of Robert’s presentation, click here.
Ryan Becker, VP of Publisher Development - the Publisher presentation
For an MP3 audio only download of Ryan’s presentation, click here.
-- Tiffany Sumner
Sphere It