Two recent articles discussing the notion of ad exchanges continue to validate what we’ve been building at Right Media.
First, Jeff Jarvis continued his writing about the need for an open ad marketplace. It’s great that Jeff continues to write articles about this concept. He’s also been working on an industry group to help bring his ideas to reality. Since we’ve been building a platform based on this general idea for a couple of years now, and we’re already transacting billions of impressions in our ad marketplace, we’d like to get involved with that group and continue to build a solution that works for everyone.
The next article to come out was from the 360 Tech Blog about a group of large companies trying to put together an auction marketplace for TV ads like and ADSDAQ, and they’re talking to heavyweight such as eBay and Google to be the platform. While we’re not in the TV advertising world at Right Media, this type of momentum to auction media marketplaces continues to push the ideas we believe in, and it’s great to see that some of the larger advertisers are willing to buck the old media buying ways. Or at least they’re thinking about it.
There have been some interesting comments from other bloggers about the 360TechBlog article.Â Arun D. Poondi at Industry Watch wonders if we’d see a day with brokers on a trading floor buying and selling keywords.Â To conclude though he says:
A trading platform for online ads is still too far fetched I would say.
Well, it already exists, and being that I watch it in action every day I can tell him that not only does it work, but both Right Media and the industry as a whole are just scratching the surface of what can be accomplished to help publishers and advertisers.
Interesting idea. I wonder if blogs could play a role?
The answer is yes.Â Bloggers can continue to be forward thinkers who push the ideas and issues out there, as well as serving as publishers in such a marketplace.
There are some great things coming for this industry in the ways of efficiency, liquidity, and transparency as exchanges become more popular and adopted.