What Ad Exchanges Can Do For Ad Networks

April 16th, 2007

Right Media Exchange partner CPX Interactive released a press release yesterday that points out the amazing success they’ve had over the past year. It’s not all due to ad exchanges, but statements like this show that there is extreme value there for them:

“We are extremely excited about what is happening in the online advertising vertical, and in the ad network space, specifically,” says CEO Mike Seiman. “We think that 2007 represents a breakout year for the open marketplace model. Ad Networks that refuse to adapt will quickly become obsolete.”

COO, Rob Rasko, adds, “Our flexibility and early adaptation to the marketplace model has already borne itself out in terms of profitability and will position us to be the largest player across industry marketplaces as they continue to develop.”

In some ways CPX Interactive reminds me of Advertising.com a few years back. When the ad network business was still a lot about representation and brand, Advertising.com grew tremendously focusing on technology, optimization, and performance. It seemed crazy to some at the time, but being innovative and progressive allowed them to grow into a huge success. The way CPX Interactive continues to embrace new technologies and methodologies, as well as put such a huge focus on testing and optimization is going to continue to allow them to succeed and grow in the advertising world.

• A Discussion on Media Exchanges
• AOL Sees the Future In Ad Networks - Do You?
• Alibaba Launches Alimama - The Ad Exchange with the Best Name
• NYT Covers Ad Exchanges, Gets It Partly Right
• Will Publishers Still Need Internal Salespeople?

Entry Filed under: Advertising