Dear John: Will ad exchanges commoditized all that is left unsold? I have been following on this subject matter for 3+ years and the product offered is getting better every quarter, so where do exchanges be in a few years?

by | Jul 21, 2008 | Dear John Media Questions, Media Convergence

The BIG Media Advertising Question on Ad Exchanges

Will ad exchanges commoditized all that is left unsold? Personally the branding campaign that your direct sales force sells will still be around for many years to come, branding campaign will not go away, and so is your direct sales force. I see value to custom campaign that deals with cutting edge ideas, like social applications, widgets, and custom web / cellular integrated campaigns. EG. Yahoo Right Media RMX, DoubleClick AdX, Microsoft AdECN, ContextWeb ADSDAQ, and etc. But can an ad exchange provide this value from a single application?

I have been following on this subject matter for 3+ years and the product offered is getting better every quarter, so where will ad exchanges be in a few years? – Thank You, Benny Radjasa, Past exec at Freewebs & Vizi Media

The BIG Media Advertising Answer on Ad Exchanges by John Cataldi

I think that you are currently underestimating the ad exchange market place. A true media exchange should be agnostic, thus allowing any media type to be integrated on a as needed basis, yet bringing able to integrate a comparison engine, making all media measurable based upon targeted frequency and reach.

But a media exchange that focuses just on media placement and purchases is a small part of a much needed larger picture. Not to mention remnant media space (unused) gets bumped often, is usually at a crappy slot, and is overall has little value.

The media life cycle is the convergence of the entire media life cycle. The ultimate ad media platform will unite all media on a single exchange (traditional and interactive) and would provide 1) advertiser information on what advertising medium(s) is best for their customer base, 2) allow them to purchase those media channels, 3) allow the advertiser to create their commercial, radio spots, billboard, etc, (creative assets), 4) deploy those assets across multiple networks, and 5) monitor the effectiveness of the media in terms of ROI for the advertiser, and 6) give smart recommendations on what to do next.

I know of one such company that is beta testing this type of Ad exchange engine, get back to me if you would like to be involved their beta test.

All the best, John Cataldi

About John Cataldi (Shameful Plug)

I am an avid technophile and serial entrepreneur with over 15 years of experience in Marketing Strategy, Internet Marketing, Search Engine Optimization, Traditional Media, and Mobile Marketing. I am currently the Chief Media Evangelist (CME) for media start-up, Adreka Advertising, an open media exchange to allow agencies and advertisers to target, create, syndicate, and track both traditional and interactive advertising. If you wish to contact me I can be reach at Adreka or through my contact page.