The Return of Ad Exchanges?

Sunday, 08. 9. 2009  –  Category: Enversa

The ad exchange business had been quiet over the past two years since a spate of activity in the field. Google acquired DoubleClick, in turn developing its own exchange. Microsoft purchased AdECN and Yahoo! purchased RightMedia. With big business involved in the emergent business of ad exchange, the promise to revolutionize online advertising seemed imminent. While there has been some effect on the market, it has fallen far short of a revolution.

Now, with new capabilities from both the leading ad exchanges and smaller independent networks, the promise of ad exchange in online advertising is again emerging. Google is steadily moving in the direction of ad exchange. Microsoft is working on the next version of its ad exchange. Yahoo! is integrating…

What to Expect From the Next Generation of Digital Display

Friday, 08. 7. 2009  –  Category: Enversa

A new generation of online-display advertising is beginning to emerge to match the needs and wishes of large publishers and publisher-side brokers, and advertising networks are concentrating on brand safety and targeting.

Here are some other factors that affect what happens with digital display advertising:

• Ad exchanges have progressed from bid-matching to allocation.
• Many agencies are now aggregating data and impressions for themselves and their clients.
• Data exchanges now separate data-about-impressions from those impressions, adding to their significance and value.
• None of their competitors, including Google, seem capable of standing alone above all others.

Although signs of contention are there, publishers are starting to resemble networks, and networks have taken on some of the characteristics of publishers. The efforts of prominent publishers have become more advanced,…

‘Demand-Side’ Networks Give Agencies a Boost in Display

Wednesday, 08. 5. 2009  –  Category: Enversa

Demand Side Ad Exchanges

The business world is dynamic and ever changing, and this is certainly true in the online advertising sector. New methods for buying and selling are emerging rapidly so that agencies can realize greater sales and profits.  Traditionally, advertising agencies and networks work together to bring buyers and sellers together.  But, in order to curtail a drop in rates, agencies are boldly moving to capture more of the display market dollar.

The economic difficulties of these agencies are well documented. As the networks have captured more of their profits and they have seen their margins drop by as much as ten percent, they are becoming more active in the buying process to offset this trend. Ad agencies have entered…

Behavioral Data and Advertisement

Friday, 07. 31. 2009  –  Category: Enversa

The general impression in the advertisement market and general blogosphere regarding behavioral data and its effect on reaching customer is that it is the impressions themselves and not the raw, factual data is the most important. It does, in fact, appear that this will be the new exchange model for advertisement companies interested in dominating the online display industry. Or at least, that is what the various number of ever increasing data collectors, organizers, and aggregators would have you believe in the behavioral data and advertisement argument. Some of the companies involved in this include Lotame, SocialMedia, as well as Media6Degrees.

The aim of these companies appears to lie in the desire to create a fluid market that depends on cookie-based…