.
From within my previous post I had suggested that ....
Looksmart (in providing both sides with a private labeled 'decoupling' API), can then play that (required to be) independent 'management' or, that intrical and talked of 'inter-operability' role needed, between Exchanges.
https://seekingalpha.com/user/36191/instablog/search?terms=interoperability
Looksmart's AdCenter platform (that has been coming since 2002) and, as was only recently been told to the market (in an investor presentation), is a [management] platform that was.."Developed with/by MSN and Ask.com".
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It's very interesting to read of (on the Microsoft Atlas Blog - March 19th, 2010), what has been refered to as being, the IAB Impression Exchange.
community.microsoftadvertising.com/blogs...
This blog post kind of advises, that ...
'Advertisers or, agencies and publishers are currently engaged in an arms race concerning discrepancies'. - It seems clear that there has been an ongoing problem of (valid) impression 'counts' that has (up until now), been determined by what may be a 'rough-shod' kind of system, to say the least.
One, whereby ad impressions have been paid out by large Agencies, based on their own ad-server counts or, if the publisher happens to be the larger, it (like-wise), can then pressure (or, ride 'rough-shod' over) advertisers or, agencies to accept its own counts and only pay-out on those.
When considering, that Microsoft (who have helped develop Looksmart's platform) can now get the "blessing" of the IAB (and amongst it's extensive membership, I guess?), by simply presenting it's 'you-beaut' problem solving "impression exchange" (& all, under the auspices of the IAB) for the previous problem had - to then, now be solved, would surely warrant a little closer look at or, some further consideration of this 'calming' technology?
The Microsoft Atlas Blog says:
< Atlas's implementation of the Impression Exchange allows publisher partners to monitor count discrepancies on a daily basis with a unique ID that maps to their own ad-servers. Publishers insert a line-item ID into the third-party ad server tag in real time and for each impression.>
And that ....
< By giving publishers the ability to monitor third-party ad-serve counts and compare those counts easily with the counts in their own system, Atlas allows them to take immediate corrective action when a discrepancy arises.
Many large publishers have even suggested that, with a system like the [now, IAB 'blessed'?] Impression Exchange in place, they would be able to bill agencies and advertisers on the third-party ad-server counts, instead of their own counts.>
'WoW-wee', is all I can say to all this ...The IAB membership is so trusting of each other, now aren't they just?
I'd strongly suggest to readers that this same technology is to eventually become a part of Looksmart's own 'management' platform (between and at 'inter' Exchange level) and that Looksmart (with it's only, fully independent AdCenter platform), will then simply 'take it over' (from Microsoft), when it becomes the time to have both the advertiser and publisher EXCHANGES "inter-operating" between themselves & for utilisation or, full use of the Looksmart (independent and global, 'scaled'), OPEN Marketplace.
Does it all become any clearer, I wonder?
Now let's all see how long my referance to this (suggested) advice lasts posted on the Yahoo (Mafia's) LOOK discussion board before being deleted, ok?
| Online Ad discrepancies and ....the IAB Impression Exchange by rossreturnzz@ymai... [1 second(s) ago] |
Well ...It lasted for near on ONE whole hour, can you believe?
messages.finance.yahoo.com/Stocks_%28A_t...
How sad is that I ask?
LC
Disclosure: Long LOOK and so happy to be so, too.