Ad Networks, Ad Exchanges and The Educated Consumer
by: Gene De Libero | October 16, 2009 | No Comments
Great article by Tim Cadogan over on AdAge’s DigitalNext regarding ad exchanges, ad networks, and interoperability. I think Tim addresses some of the important questions everyone should be asking, for sure. But one of the larger issues here revolves around education. Those who manage the selection, implementation, and optimization of these digital tools within their organizations need to get a really good understanding of what the business and technical implications are related to their adoption and use before choosing a partner(s).
Based on conversations in the field with my colleagues in technical, sales, and operational roles, it’s clear to me that many are still trying to ‘figure it all out.’ Sure, there are aggressive revenue goals to meet and unmanaged inventory that can be released to ad networks and exchanges to help meet those goals, but like any technology implementation, there needs to be some due diligence undertaken before pulling the trigger.
Perhaps using tools like DoubleGoo’s Ad Exchange 2.0 will help to reduce some of the complexities inherent in the use and optimization of ad networks and maybe, as some have said, the exchanges will help to level the playing field, eliminate bottom feeders, and create opportunities for networks to merge or otherwise consolidate.
However, in order to fully reap the benefits of the interoperability Tim talks about, everyone in the value chain (buy- and sell-side) needs to make sure they’re talking to the right people and vendors to get the information they need to make informed decisions and develop a method to measure results. And here’s a bit of unsolicited advice: you want to have a measurement metric in place before you do a deal with any network or exchange.
Like Sy Syms always says, “An educated consumer is our best customer.” The more information you can gather up front, the better your chances of maximizing whatever opportunities they may offer.
What do you think? I welcome your comments.
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