OMMA Ad Exchange Panel with ContextWeb’s ADSDAQ, Interevco, Google, Innovation and Yahoo!
Last Thursday, at the OMMA Ad Nets conference in New York City, exchanges and their trading partners were gathered together for an informative panel entitled, “Roll Your Own Network: Enter the Ad Exchange“.
To view media from the event, please click the following:
Participants included the following executives from the advertising exchange industry:
- Moderator: Marla Schimke, VP, Marketing, Revenue Science
- Paul DeBraccio, CEO, Interevco
- Will Margiloff, CEO/Founder, Innovation Interactive
- Ramsey McGrory, VP, Yahoo! U.S. Partnerships, owner of APT and Right Media Exchange
- Michael Rubenstein, Director, DoubleClick Ad Exchange
- Anand Subramanian, Founder and CEO, ContextWeb
Each of the participants provided insights on ad exchanges. Will Margiloff said that from his agency perspective, “We do a lot of buying on the exchanges for our customers. The main difference for us is transparency as well as technological facilitation.” Anand Subramanian stressed the importance of ad exchange platforms being able to provide value to both sides of the advertising exchange – advertisers and publishers, alike.
Intervco’s Paul Debraccio pointed to the importance of liquidity for media buyers saying, “If Exchange 1 has 50 million uniques and Exchange 2 has 500 million uniques, it’s a no brainer where they’re going to go with similar targeting and pricing.”
Ultimately, the lively discusssion led by Marla Schimke proved insightful for the audience who confirmed as much when polled at its conclusion. To view the video, click below.
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