Ad Exchanges

High-Frequency Traders Turn to the Online Ad Market

In a red brick building in New York’s Chinatown filled with startups, a company uses custom computer programs to scout for opportunities, making millions of trades each day that generate tens of thousands of dollars in revenue. This company is not buying and selling stocks, bonds, or commodities: Its specialty is online ads. High-frequency traders(…)

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Four Strategies for Buying Digital Inventory

When you launch a digital campaign, one of your first priorities is to decide where to purchase your inventory – do you want to buy it directly from your publisher or go through an ad exchange? This decision is complicated by differing industry views; some claiming that if you want quality place…

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Mondelez says Facebook ads generate sweeter ROI than TV

Mondelez International is reshaping its social media strategy to amplify the reach of its brands to new audiences after claiming a Crème Egg campaign drove the same purchase consideration shift through Facebook as TV, for a third less. The initiative, dubbed “Storytelling at Scale”, aims to help the company’s marketers reach potential customers who are(…)

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AOP chair calls for more publishers to embrace private ad exchanges to protect online yields

AOP chair calls for more publishers to embrace private ad exchanges to protect online yields

Publishers should follow in News Corp’s footsteps and embrace private exchanges to wrestle back control of digital ad trading, according to chairman of the Association of Online Publishers (AOP) John Barnes. Speaking to The Drum, Barnes said the rise of programmatic trading, facilitated through open ad exchanges, has tipped the balance of power from publishers(…)

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