Comments on: Striking A Balance: The Ad Network/Exchange Analogy http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Ron http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/#comment-325590 Ron Sun, 09 Mar 2008 17:34:35 +0000 http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/#comment-325590 You can DEFINITELY create a 'vertical' network within an exchange...it is a matter of time when ad exchanges allow for better targeting by 'channel' and more transparency amongst the sites in the channel. Targeting by URL and placement seems forthcoming. I believe that verticals ad networks provide tremendous value, but it is only a matter of time when verticals join exchanges and trade amongst each other. You can DEFINITELY create a ‘vertical’ network within an exchange…it is a matter of time when ad exchanges allow for better targeting by ‘channel’ and more transparency amongst the sites in the channel.

Targeting by URL and placement seems forthcoming. I believe that verticals ad networks provide tremendous value, but it is only a matter of time when verticals join exchanges and trade amongst each other.

]]> By: yardley.ca » Vertical ad networks & mutual funds http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/#comment-320997 yardley.ca » Vertical ad networks & mutual funds Fri, 07 Mar 2008 16:12:16 +0000 http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/#comment-320997 [...] articles today on vertical ad networks - one in Adotas from the CEO of Adify, and one in BetaNews about a new product of DoubleClick, which will make it [...] [...] articles today on vertical ad networks – one in Adotas from the CEO of Adify, and one in BetaNews about a new product of DoubleClick, which will make it [...]

]]> By: The Doctor http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/#comment-317057 The Doctor Thu, 06 Mar 2008 19:38:42 +0000 http://www.adotas.com/2008/03/striking-a-balance-the-ad-networkexchange-analogy/#comment-317057 "these experts and more are working for you doing the hard work of selecting, monitoring and optimizing performance of publishers in your advertising mutual fund – your vertical ad networks" Maybe. These "experts" may not be as interested in monitoring and optimizing the performance of publishers than they are at securing impressions and distributing their content. The quality of such sites is highly uneven and many are laden with UGC or inappropriate content. So, while you may think you are getting the quality of a Martha Stewart or Forbes in their verticals, you'd be sadly mistaken. The QC is trailing the drive to build impressions and sites. “these experts and more are working for you doing the hard work of selecting, monitoring and optimizing performance of publishers in your advertising mutual fund – your vertical ad networks”

Maybe. These “experts” may not be as interested in monitoring and optimizing the performance of publishers than they are at securing impressions and distributing their content. The quality of such sites is highly uneven and many are laden with UGC or inappropriate content. So, while you may think you are getting the quality of a Martha Stewart or Forbes in their verticals, you’d be sadly mistaken. The QC is trailing the drive to build impressions and sites.

]]>