Traders Set Prices for Ads at ContextWeb
In anticipation of the formal opening this summer of ADSDAQ,the contextual advertising firm, ContextWeb, has launched its online ad exchange.
The exchange allows publishers and advertisers to set firm “Bid” or “Ask” prices.
ADSDAQ will open a self-service trading desk to all publishers upon launch and a similar trading desk to advertisers later this year.
“Successful exchanges have always provided traders the ability to place a firm ‘Bid’ or ‘Ask’ price,” said Anand Subramanian, CEO of ContextWeb, Inc. “The online marketplace is now ready for a true exchange. By including advertisers and publishers of all sizes, ADSDAQ creates a more scalable marketplace for premium advertising inventory across the entire internet.”
According to ContextWeb, ADSDAQ differs from other exchanges such as those operated by Right Media and DoubleClick because its publishers are permitted to set an “Ask” price, a model company officials say stifles market volume and liquidity by allowing only for a remnant inventory pool.
It remains to be seen weather or not this novel exchange will provide the basis for a market wide shift in the near future.
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