In this session, join the developers of the industry's leading ad exchanges and agencies who use them to figure out the future of this sector and discuss the pros and cons of auctioning every ad in real-time to the highest bidder.

Early ad exchanges where advertisers and websites can buy and sell online advertising space have evolved into a broader battle over internet advertising. Unsold inventory today is sometimes passed through multiple ad networks to find avails, with each network along the path taking a cut, but with the new ad exchanges, online ad networks put their publishers' remnant inventory up for sale, and buy relevant inventory on behalf of their advertisers.

According to The Wall Street Journal, "the next big internet race might turn the buying and selling of advertising space on websites into the online equivalent of the pork-bellies pit." The biggest internet media companies, including Google, Microsoft and Yahoo!, are focusing attention and money on the emerging business. Marketers stand to win if the market finds ultimate efficiencies in branded media via auctions and exchanges.

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Speaker(s): Moderator: Julie Roehm, Panelists: Andrea Ching, Anand Subramanian, Michael Walrath

Format: 00:58:11, 66.5MB, MP3