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Ad Exchanges at a Glance: UPDATED

Ad Exchanges at a Glance: UPDATED Nanette Marcus
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Much like the Chupacabra or Loch Ness Monster, you may have heard of ad exchanges but have no idea what they are.


An ad exchange is a company that brokers online advertising by bringing publishers and advertisers together on a website where they can participate in auctions for ad space. An ad exchange is a marketplace -- set up much like a NASDAQ exchange for online ads -- where publishers and advertisers can find and execute advertising transactions. Ideally, exchanges provide a system of controls to keep the community safe from harmful, objectionable content as well as create an open development structure to encourage innovation in the industry.


If you've considered working with an ad exchange but have no idea where to start, who the major players are, what they offer or how they differ, there's no better place to start than here.


We did some of the heavy lifting for you and reached out to the top ad exchanges for a head-to-head comparison of what makes them tick and how they can be successful for your brand as a broker for online ad inventory.


If you have questions that aren't addressed in our guide, iMedia invites you to leave them in our comments section. If you're an ad exchange that would like to be included in future crib sheets, please contact me.


Now let's take a look.


Author notes: Nanette Marcus is an editor at iMedia Connection.  Read full bio.

1. Who are your participating publishers?
There are more than 45,000 publishers currently participating in the AdBrite ad exchange. Some examples include:



  1. LinkedIn

  2. Excite

  3. Alexa

  4. Drudge Report 

  5. Icanhazcheezburger 

2. Who are your participating advertisers?
More than 7,000 advertisers rely on AdBrite to meet their advertising goals. Our clients include Hewlett-Packard, Sony, XM Radio, Verizon Wireless, Live Nation, Experian, Kodak, Blockbuster, Hertz, CarpetOne, the U.S. Navy and thousands more.


3. Who are your participating networks?
Many of the networks we work with have asked that we not disclose their participation, in order to avoid conflict with their own sales. We work with more than 20 leading ad networks, including the biggest names in online advertising.


4. What is the number of monthly transactions?
We will execute more than 40 billion transactions (auctions) this month.


5. What are your dynamic pricing capabilities?
Advertisers can choose to pay CPM, CPC or (coming soon) CPA. Internally, they are all converted to eCPM (effective CPM). Each time there is a page view, AdBrite calculates the demographics and geo-location of the user, the contextual meaning of the page and other factors, and runs an auction for all interested advertisers.


6. How many transactions per second in a day?
Yesterday (a typical day) we served 1.13 billion impressions. This comes out to roughly 13,104 transactions per second.


7. What kinds of inventory are you selling? Static? Rich media? Video?



  • Display ads: AdBrite supports both static (JPEG) and rich-media (Flash) display ads, in five IAB-standard sizes

  • Text ads: 95 character maximum

  • Active Interstitial ads: Full-page ads that display an advertiser's actual website (not just an ad, like traditional interstitials) to the user. Active Interstitials are unique to AdBrite (patent pending).

We are also able to place ads inside videos or static images, using two unique patent-pending technologies – see:



8. How can advertisers target their ads?
Advertisers can choose to advertise on individual sites in the AdBrite marketplace or they can select from various premium channels. Advertisers can also target their campaigns by demographic, geo-location or contextual keyword. Behavioral is coming Q3 2007.


9. What differentiates your ad exchange from other ad exchanges?



  • Horizontal media platform

    • For publishers: With one snippet of AdBrite’s HTML code, each publisher has the choice of displaying banner ads, rich media ads, text ads, inline ads (double-underlined words that display a relevant ad when the mouse hovers over it) or full-page interstitial ads. Additionally, AdBrite InVideo enables ads in videos, and BritePic enables advertising on still images, a patent-pending industry first. 

    • For advertisers: We are able to display an advertiser’s ads across all of these platforms.

  • Control/flexibility/transparency 

    • Each publisher can:

      • Review (and remove) any ad before or after it appears on their site

      • Set its own prices

      • "Reserve pricing." For example: if we can’t beat a publisher’s reserve price (say, $2 CPM), we’ll show them Google AdSense code instead. This is a patent-pending industry first and assures our publisher that they won’t earn less with AdBrite than they do with their other ad solutions.

      • Unprecedented control over the look and feel of ads, custom interstitial headers with the publisher’s logo, and so on.

    • Each advertiser can:

      • Target by geo, demo, site, category and/or keyword. See our available inventory and pricing in real-time. 

      • Pay CPC (text ads), CPM (display ads), cost-per-view (interstitial ads) or CPA (coming Q4 2007) .

      • See every site in which their ad has ever appeared, and how it has performed.  

      • View full stats about any AdBrite publisher, including page views, unique users, geographic makeup and advertiser effectiveness.

  • Enable large brand advertisers to access "long tail" publishers. With more than 32,000 active publisher sites, AdBrite is generally able to reach a wider audience across a large number of small sites than an advertiser could reach by just advertising on the largest sites in any category. AdBrite’s transparency (showing every site on which an ad appears, et cetera) is a prerequisite for most large brand advertisers who are interested in reaching a broader audience across long-tail niche sites.

  • Self-service interface. All AdBrite features can be accessed by anyone, instantly, using a robust self-service interface at http://www.adbrite.com/.

10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties?
The online advertising market includes tens of millions of participants and hundreds of billions of "transactions" (impressions, et cetera). Currently, there are huge inefficiencies in the industry. Networks, arbitrage players, lead generation networks and other entities are benefiting from the inefficiencies while both publishers and advertisers are losing real economic value to these "middlemen." Only a marketplace can provide the transparency and trust that all participants will eventually demand from this industry. Only a marketplace can solve a problem of this scale.


11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
Every impression is auctioned off to the bidder with the highest effective CPM, regardless of which ad network the ad came from or who the advertiser is. 


The only time our system gives priority, is for our "guaranteed placement" product. Advertisers who absolutely require their ad to run during a specific time period -- such as the day before a movie launch -- can elect to pay a premium CPM, above market rate, which guarantees they will win the auction.


Most importantly, the AdBrite marketplace is completely transparent. Our customers demand it.


12. Can your ad exchange service be integrated with other ad management platforms?
Yes.



  1. Banner and rich media ads: AdBrite can accept ads from any advertiser, ad network or ad serving platform.  Technologically speaking, an ad can be any snippet of HTML code (including DoubleClick tags, ad code from a display ad network, video embeds, et cetera)

  2. Text ads: AdBrite is able to consume text ad feeds (via XML) from any text ad network and optimize these ads for best results across all publishers’ sites. We currently have 20 text ad networks signed on, with many more coming soon. 

  3. Reserve pricing: If a publisher is interested in an ad network that we do not currently work with, they can give us the ad code from that network and we will show it (in place of AdBrite) if our monetization dips below any user-specified threshold.

1. Who are your participating publishers?
The AdECN Exchange offers membership only to recognized ad networks. Therefore, the inventory provided by publishers is determined solely by the ad networks participating in the exchange. As per our confidentiality agreement, we do not disclose information about the clients of our ad network members (i.e., advertisers and publishers).


2. Who are your participating advertisers?
Same answer as above.


3. Who are your participating networks?
As this is competitively sensitive information, at this time we do not disclose the identity of the members of the AdECN Exchange.


4. What is the number of monthly transactions?
At this time we do not make public transaction volume data.


5. What are your dynamic pricing capabilities?
The AdECN Exchange uses CPM pricing in an "ask and bid" auction model. As an auction-based exchange, advertisers -- working through the ad network member -- specify the amount they are willing to bid for each impression based on their optimum targeting preferences. Publishers -- again, working through an ad network -- specify the minimum bid that they will accept for impressions. The highest bid wins based on auctions that are held for each impression served.


6. How many transactions per second in a day?
Same answer as question 4.


7. What kinds of inventory are you selling? Static? Rich media? Video?
Currently, static and rich media.


8. How can advertisers target their ads?
The AdECN Exchange offers targeting based on a variety of relevant factors, resulting in a degree of granularity beyond anything else in the industry today:


Advertisers can specify in advance their target audience based on the visitor's browser (Firefox, Internet Explorer, Opera and/or Safari) and their operating systems (Microsoft Windows, Mac, BSD, Linux or Sun).


The advertiser can also target ad delivery based on words or phrases to be matched with the viewer's recent search engine queries.


Maximum possible relevance of ad delivery is achieved using four levels of contextual targeting, including by specific website, any of 26 channels, any of 255 categories and by any number of keywords. In all cases, AdECN reads the web page on-the-fly to determine the true content, easily keeping up with ever-changing blogs and news sites.


Finally, advertisers can select viewers by profile, including factors such as age, gender and income.


Overlaying all of these methods are the geographic location of the viewer, the time of day (at the viewer's location or at the advertiser's) and frequency-capping, which prevents any single viewer from seeing any single ad too many times.


9. What differentiates your ad exchange from other ad exchanges?
AdECN is the only real-time, auction-based, neutral exchange for online display advertising. Based on the proven principles of a stock exchange, AdECN (an acronym for Electronic Communications Network) is a secure and level playing field for hosting live, automated auctions of display ad inventory. Here are the key characteristics of the AdECN Exchange, which are also the differentiators between our ad exchange and others in the industry:


The exchange acts as a clearinghouse and as a single point of contact for all buyers paying for inventory and sellers. This ensures that all parties receive due payments.


Since only ad networks and similar traffic aggregators can participate as members on the exchange, AdECN does not compete against its members, nor does it participate financially in the transactions.


As a true auction-driven marketplace, the highest bidder for every single impression wins. This means that the market sets the price, not the auctioneer.


AdECN runs a CPM auction to provide the most control at the most granular level. Advertisers can pay for impressions on a CPC or CPA basis in addition to CPM.


AdECN charges a very low, flat CPM transaction fee, as opposed to a percentage of the deal, ensuring neutrality. The exchange is only concerned with creating the most efficient market possible and has no vested interest in the amount involved in each transaction, just that buyers and sellers are matched appropriately.


Auctions are held for each individual ad impressions, matched specifically to the viewer or the situation, providing extraordinary contextual, behavioral and profile-based targeting. This means that advertisers know what they are buying and pay only what it is worth to them.


The AdECN Exchange is automated, matching buyers with sellers every single time a viewer lands on a website.


All auctions are performed in real-time, meaning whenever a viewer lands on a web page in the exchange, AdECN holds an auction among all of the interested advertisers and finds the winner in about 12 milliseconds. The result is that advertising campaigns can be launched, monitored and changed on-the-fly and inventory can be managed against real, up-to-the-minute revenue flows with detailed reporting.


AdECN provides complete transparency, both in the rules that govern the exchange and the auctioning of inventory and resultant revenue generated. Buyers always know what they are paying for and sellers know how the money they earn relates to the impressions they deliver.


10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties? 
The AdECN Exchange is both a clearinghouse for payments to and from members and a single point of contact. Instead of having to work with a multitude of ad network partners to achieve the best degree of liquidity, reach and distribution, members of the exchange have access to the broadest marketplace possible through just one point of contact, AdECN.


The result is an end to chasing payment for a variety of different network partners, saving members valuable time and resources and enabling them to work with a wider spectrum of advertisers and publishers, including those serving highly specific niche markets.


11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
Unlike other ad exchanges, AdECN maintains neutrality by accepting only ad networks and similar traffic aggregators as members, meaning the exchange will never be in a competitive position against its members. Furthermore, the exchange does not participate on a percentage or revenue share basis in the transaction, but rather uses a flat fee model based on the members' volume of transactions, ensuring that it remains a disinterested, neutral marketplace for its members.


12. Can your ad exchange service be integrated with other ad management platforms?
Members of the AdECN Exchange can choose to have the exchange's system do the actual ad serving or use their preferred third-party ad server. AdECN also provides an API that enables third party applications (insertion order management, CRM, reporting, et cetera) to give and get data from the exchange.

1. Who are your participating publishers?
We have received strong interest from the DoubleClick client base of the world's most demanding and innovative online publishers. More than 60 premier publishers, advertisers, agencies and networks have signed on to participate in the limited beta testing of the DoubleClick Advertising Exchange service. The beta test, which is oversubscribed, is comprised of leading agencies, publishers, advertisers and networks that rely on the DoubleClick DART platform to manage their digital marketing.


Since the service is still in testing phase, and because sellers may choose to participate in an anonymous manner, we are not at liberty to name all of the participants. However, the list includes many well-known publishers.


When the DoubleClick Advertising Exchange service goes live in Q3 2007, we will be able to provide further details about the buyers and sellers that are using the exchange.


2. Who are your participating advertisers?
The rapidly growing list of leading marketers and agency partners that have joined the DoubleClick Advertising Exchange service include top firms representing a broad range of established Fortune 500 companies and newer, upstart brands.


3. Who are your participating networks?
Networks play a critical role in the buying and selling of digital media. We are delighted that the leading ad networks have joined the DoubleClick Advertising Exchange service beta test, both as buyers and sellers.


4. What is the number of monthly transactions?
As DoubleClick Advertising Exchange is in limited beta testing, we do not have transaction numbers to share at this point. During this phase, live transactions are taking place, and participants are buying and selling digital media. When testing is completed and the DoubleClick Advertising Exchange service becomes generally available later in Q3, we will begin to provide transaction data.


5. What are your dynamic pricing capabilities?
The DoubleClick Advertising Exchange service provides unparalleled dynamic pricing capabilities to both sellers and buyers.



  • Dynamic allocation: For sellers, DoubleClick Advertising Exchange generates maximum possible revenue for every single ad impression. The system enables sellers to automatically and dynamically allocate inventory to the highest-paying sales channel, rendering obsolete the arbitrary "premium" vs. "non-premium" (or "remnant") inventory distinctions. Publishers will always get the highest paying ad in the market.

  • Dynamic selection: DoubleClick Advertising Exchange allows buyers to target and purchase only the inventory they desire, without the need to buy impressions they may not need.

  • Bid rules: Buyers can leverage DoubleClick Advertising Exchange's bid rules, which automatically adjust a buyer's bid in line with historical clickthrough or conversion information to ensure buyers get the highest return on their investments. Bid rules reduce operational inefficiencies and help media buyers focus on revenue-generating activities, rather than on the hassles of manual processes.

6. How many transactions per second in a day?
Please see the response to question 4 above.


7. What kinds of inventory are you selling? Static? Rich media? Video?
DoubleClick Advertising Exchange now supports the buying and selling of all standard types of online display advertising. However, the exchange was built to support a range of inventory, including video, in-game and yet-to-be-developed new forms of digital advertising. DoubleClick believes that marketplaces will play a critical role in the future of digital media management and has designed the service to meet clients' needs, both today and in the future.


8. How can advertisers target their ads?
The DoubleClick Advertising Exchange service has one of the most sophisticated and broad set of targeting options available. The exchange supports standard online targeting elements including time of day, day of week, user location, et cetera. In addition, buyers can target using DoubleClick's proprietary solutions including a three-tier content categorization, site genre and site maturity. Buyers can target participating sites by name or, alternately by using IDs, target sites that are participating anonymously. The exchange also allows buyers to leverage their own data by targeting based on their own user information.


9. What differentiates your ad exchange from other ad exchanges?



  • Seamless integration: DoubleClick Advertising Exchange is tightly integrated with DoubleClick's existing DART ad management platform, enabling yield maximization across sales channels for sellers, as well as shared creatives, advertisers, Spotlight Tags and audience targeting for buyers. 

  • Dynamic allocation: For sellers, DoubleClick Advertising Exchange automatically determines how to generate the highest return for every impression by dynamically allocating to the highest paying sales channel.

  • Dynamic selection: DoubleClick Advertising Exchange allows buyers to target and purchase only the inventory they desire, without the need to buy impressions they may not need.

  • Controls and visibility: Sellers benefit from complete control over to whom impressions are sold, what ads are run and at what price. Buyers can use a range of targeting features to improve campaign performance in real time, including tools that enable them to continuously test, measure and modify characteristics like frequency, reach and location.

  • Clearing mechanism: DoubleClick Advertising Exchange provides a single billing and payment point for all transactions, greatly reducing complexity and financial risk. Buyers submit and sellers receive a single payment for all impressions sold, regardless of the number of buyers.

10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties?
Acting as a clearinghouse for all billing and payment among participants reduces operational complexity and financial risk. For example, let's say a large online publisher works with 12 advertisers, six agencies and three ad networks. Each relationship represents a collections risk, which increases with each new partner. Because DoubleClick guarantees payment for all transactions executed on the exchange, publishers need not concern themselves with the risks and complexities involved with collections. Further, a unified technology platform for buyers and sellers eliminates billing discrepancies, saving hours of time now spent on billing reconciliation. Finally, acting as a clearinghouse enables sellers to allocate inventory to the exchange anonymously.


11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
DoubleClick Advertising Exchange is a neutral transaction platform, designed to match buyers and sellers of online advertising. DoubleClick does not operate an ad network -- we have no inventive to buy or sell inventory -- and remains committed to providing an open platform for facilitating transactions among participants.


A concern among some networks is competition with exchanges. For DoubleClick, ad networks play an important role in the Exchange, which brings together publishers, agencies, advertisers and ad networks in one open, transparent environment. DoubleClick Advertising Exchange provides all participants with the tools and controls needed to maximize return for every impression bought or sold.


12. Can your ad exchange service be integrated with other ad management platforms?
DoubleClick Advertising Exchange is tightly integrated with DoubleClick's existing solutions. Integration with DoubleClick's ad management platforms -- including DART® for Publishers and DART® Enterprise -- enables it to deliver unique benefits such as dynamic allocation, which helps publishers automatically determine how to generate the highest return for every impression. In addition, DoubleClick Advertising Exchange is integrated with DART® for Advertisers, allowing for shared campaign management elements including creative, advertisers, user-lists and spotlight tracking tags.

1. Who are your participating publishers?
Since its inception in early 2005, we have built the ADSDAQ exchange by offering a CPM AskPrice to publishers. We now work with more than 1,000 publishers, including 100 of the comScore 250 websites and many smaller sites too. With the launch of our new self-service desk for publishers, it will now be much easier for smaller, long-tail publishers to participate. Some of our larger publishers include Fox News, Accuweather, Denver Newspaper Agency, Boston Herald and Belo Interactive Media.


2. Who are your participating advertisers?
ContextWeb works with more than 12 of the top 15 interactive ad agencies, including Digitas and Modem Media (Publicis), Agency.com (Omnicom), OgilvyInteractive (WPP) and FCBi (Interpublic). More than 350 advertisers run on the ADSDAQ exchange, including some of the biggest brands in automotive, pharmaceuticals, travel, consumer electronics, insurance and financial services.


3. Who are your participating networks?
To date, ContextWeb has focused on direct relationships with ad agencies, advertisers and publishers.


4. What is the number of monthly transactions?
In June 2007, we served 3.6 billion advertising impressions and reached 65.1 million uniques (comScore). More important to our advertisers is the page-level content targeting and creative placement control that ADSDAQ can provide through its Contextual Tradable Units (CTUs).


5. What are your dynamic pricing capabilities?
By selecting various targeting options and using the various pricing models -- CPM, CPC and CPA, available in the BidPrice -- advertisers can "set it and forget it." As a market maker (not a transactional) exchange, ContextWeb dynamically prices different publisher inventory to hit the advertiser's BidPrice.


6. How many transactions per second in a day?
10,000 at peak.


7. What kinds of inventory are you selling? Static? Rich media? Video?
ContextWeb sells contextually targeted, third-party served graphical ads. Agencies and advertisers run brand, hybrid and direct campaigns with the ADSDAQ exchange. We support standard IAB sizes and run standard graphical and rich media formats, including Pointroll, Eyeblaster, Eyewonder, InterPolls, Atlas Rich Media and DART Motif.


8. How can advertisers target their ads?
In addition to the typical targeting that might be available from an ad network (geo-targeting, time of day, et cetera), advertisers can leverage ContextAd page-level content targeting to control creative placement on a page by page basis. If the advertiser wants impressions about health, we pull only pages about health from endemic and non-endemic publishers.



We don't serve that advertiser on a "health site" or "health channel," where many individual pages are not about health; this type of solution is poor placement control for brands and lousy for the efficiency of direct response.


9. What makes your ad exchange different from other exchanges?



  • Premium inventory: ContextWeb's ADSDAQ  is an exchange for premium ad inventory, not remnant. Since the publishers will set their CPM AskPrice, the ADSDAQ exchange is a first stop for inventory prior to a publisher's ad network remnant alternatives. ContextAd page-level targeting adds value to inbound publisher impressions while providing control to advertisers to make exchange inventory "brand safe" and eliminate waste.

  • Proprietary contextual technology: ADSDAQ is powered by ContextAd technology. The real-time page level contextual engine allows ADSDAQ to convert advertiser demand and publisher impression supply in to one of 350+ content categories: impressions about health, travel, auto, computers, sports, et cetera. These Contextual Tradable Units (CTUs) are unique to ADSDAQ and allow buyers to control placement at a page level. CTUs add value to inbound publisher inventory and allow a free flow of trading for buyers and sellers.

  • Pricing control: The ADSDAQ exchange allows pricing control for both buyer and seller. Advertisers use the BidPrice and can pay CPM, CPC or CPA. Publishers use a CPM AskPrice; the exchange pays this price for all impressions. When the exchange is not able to clear seller impressions at the AskPrice they are sent to a backup network designated by the publisher.

  • Open to everyone: The ADSDAQ exchange is open to all publishers and all advertisers, large and small; short tail and long tail. We recently launched a new self-service desk for publishers selling inventory.

10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties?
ContextWeb bills agencies and advertisers and pays publishers directly. Clearly a single, trusted point of contact for billing and payment is of benefit to all market participants.


11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
Neutrality is delivered by giving market participants pricing control. The ADSDAQ Exchange does this by providing BidPrice to advertisers and AskPrice to publishers.
In addition, there are the normal administrative controls customers expect, such as ad blocking for publishers or context exclusion by advertisers.


12. Can your ad exchange service be integrated with other ad management platforms?
Yes. Buyers and sellers can connect to the ADSDAQ Exchange using tags from an ad server including DoubleClick's DART, aQuantive's Atlas and 24/7's OAS/Open AdStream, or they can connect directly.



ADSDAQ is an open platform and encourages market competition. For advertisers we provide the reach they typically see with an ad network and can replicate the qualities of a site-specific buy using our ContextAd page-level content targeting.



For publishers, if ADSDAQ is unable to clear inventory at the AskPrice, we enable each one to specify backup networks such as BURST, Tribal Fusion, Google AdSense and many others, including remnant exchanges.



In the end, it is all about putting control in the hands of the customer and making it easy for all market participants.

1. Who are your participating publishers?
Datran Media has more than 500 publishers on the exchange, including InterActive Corp (IAC), Rodale Publishing and many others.


2. Who are your participating advertisers?
Agencies like Avenue A, Ogilvy and IMS, as well as leading brands including eHarmony, Countrywide, Ditech, Entrepreneur.com and Franchise Gator are all advertising on Exchange Online.


3. Who are your participating networks?
ValueClick, NetMargin and others are realizing value by releasing their inventory into EO.com.


4. What is the number of monthly transactions?
Approximately 15 million clickthroughs, and 2 million customer acquisitions occur per month. 


5. What are your dynamic pricing capabilities?
Datran Media offers a robust campaign management tool that allows EO.com advertisers to adjust bids to achieve total transaction volume goals, as well as target ROI metrics. Online access to the bid system can be seen by visiting EO.com's live demo.


6. How many transactions per second in a day?
EO.com has the capacity to manage tens of thousands of transactions per second.


7. What kinds of inventory are you selling? Static? Rich media? Video?
EO.com makes all forms of email and display inventory available and supports all IAB-approved ad units, including rich media.


8. How can advertisers target their ads?
Advertisers can engage in contextual, demographic, geographic, psychographic, temporal, language-based, internet connection speed, interests, gender, age, frequency, category, inventory preference targeting and more.


9. What differentiates your ad exchange from other ad exchanges?



  1. EO.com is the first exchange to support cost-per-acquisition pricing.

  2. EO.com is the first exchange to support Email media inventory.

10. What are the advantages of an ad exchange serving as a clearinghouse for all billing and payment between parties? 
A turn-key, streamlined process where advertisers maximize reach via a single destination and where publishers maximize revenue through a single marketplace are among the key advantages of this model.


11. How does your ad exchange ensure neutrality to protect the interests of its ad network members and their clients, the advertisers and publishers?
Via a free marketplace. A free market is better for all parties. Supply and demand determine media value. Campaign performance dictates media distribution.


12. Can your ad exchange service be integrated with other ad management platforms?
Absolutely! Open APIs allow other ad management platforms to offer their advertisers access to a whole new media channel with EO.com.

Nanette is iMedia Communications' executive editor.   In addition to her roles at iMedia, Nanette has served as a specialist in content marketing, editorial content, public relations and social media for various clients. She's contributed to...

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Comments

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Commenter: mehdi mostaghimi

2007, July 22

Could someone educate me on the functions and features of an ad-exchange and how they benefit the advertiser/publisher even in terms of biding, creative’s, and the procedures taken to fill your ad-inventory? And also what the main issues that arise when use an ad-exchange as compared to any other forms of online advertising through ad networks etc. What problems do ad-exchanges solve besides filling ad-inventory and specially targeting the right target audiences from the publisher’s side? (Besides biding on a publisher and getting paid more accurately per impression or click through) Do ad-exchanges provide live data feeds like RSS feeds to a publisher or even some form of analytics software that might be able to track a campaign with more accuracy rather than using two tracking systems to compare CPMs & CPCs and how the advertiser’s login on the ad-exchange would be able to control all of these things? What types of software do these companies use in terms of tracking and ad serving? How can companies achieve a better system by using an ad-exchange with targeting technologies like, demographic, behavioural, contextual and geographically advertising? How would be integrate these methods of advertising on publishers with the exchange. If anyone could give me a detailed answer I would really appreciate it. Many Thanks, Mehdi Mostaghimi Internet/Solutions Developer - Viva9

Commenter: Joe Germscheid

2007, July 18

Good Overview. However IMHO, incomplete without including Google.