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Demand-Side Networks: OMG!! Surely Not ANOTHER Acronym

Apr. 07, 2011 11:47 PM ET
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My eyes lit up when I read the thought of.."a centralized mechanism  - - - for aggregating the impressions offered across multiple Ad Networks"?

I then posed a consideration, of: How about .. across Exchanges?

Looksmart to provide Data, Data, Data ...across Exchanges ..


Nothing has changed since writing the above on 17 Feb 2011, in fact I see so much more 'consolidation' daily with moves in that direction and it's all coming so quick that it's almost too hard to keep up with it!

From Gavin Dunaway (at Adotas) we are told that AdJuggler can now hook up publishers and networks with access to 30 audience-based RTB sources for optimizing unsold, non-guaranteed inventory.

Whooops! - Looksmart (itself) have recently told of it's own adding of some 30 new publishers to it's marketplace, right?


The Adotas article: [AdJuggler - - -  "Extends Ad Server to RTB Outlets Through Admeld" http://bit.ly/fG7bTQ] - Hey, and I've had much to say about both of these players in past instaposts.



(UHMmm? You need only to read the 'head-lines' from those above two links)

[ Of interest: Admeld Launches Strategic Advisory Services Group ]

Through AdMeld, AdJuggler promises to eliminate individual network agreements while optimizing non-premium inventory with minimal effort. And, Publishers will be able to create price floors & get to exclude advertisers.

There's nothing there, that hasn't been suggested before from within instaposts made here @ SeekingApha, on this my own Instablog.

I read with interest the recent article by Chris O’Hara (SVP of Sales & Marketing for TRAFFIQ), also at Adotas.

From within Delivering Value in a Multi-Platform World (although most informative) Chris does talk (does he just spin?) a lot of 'negatives' and invites further confusion, I feel. (What ever did happen to the old KISS principle?) - Chris does make a great point though - - when quoting Eric Klotz (the VP, Marketing - of Pubmatic) where he says: "If you are a publisher and not looking at building private exchange connections with your demand side partners, you are in trouble."

So why resurrect that oh so old misnomer (?), that Media will be sold like pork bellies” - Frank Addante Rubicon Project

But ......Then again, he adds, that ...

< .... Rubicon would like to see one big gigantic “open market” that enables the industry to expand the digital advertising pie from $40b to $400b with full participation, but the details were cloudy. >

Chris poses another 'own thought' then (or, more confusion? - Is he truly a believer?), that ....

"If that market concept involves having publishers suddenly not to sell their entire remnant inventory into an exchange, then maybe we can avoid the pork bellies fate."

Looksmart's Kaley Dobson (Feb 8th - in a SearchEngineWatch article) had almost told the story of what lies ahead (I feel), with her own mentioning of the 'new' Tier 1.5 ad networks. ... That included:


< Ad networks that are able to effectively aggregate thousands of individual traffic sources together -- and offer access to a significant number of queries per day -- serve as a one-stop-shop to reach a significant additional audience beyond the large search engines.>

I added:

The targeting of 'users' (at each individual impression point) and in being 'enabled' to [then] offer access to a significant number of [such] queries per day (I strongly believe), is the basic story of what a Looksmart marketplace will provide to all it's Tier 1.5 AdCenter advertising network members that get to qualify or, participate.

They (the surviving Tier 1.5 ad networks - and according to Looksmart's Kaley Dobson) will all be enabled to then offer the following (excellent), fundamental attributes. - It would very much appear so.

* Search retargeting. [And a 'heads-up' from Twitter? - See my ps]

* Real-time bidding with set bid parameters based on different conditions. [Both 'end'?]

* Adjusted CPC based on real-time feedback from the marketplace.

New Tier 1.5 providers with Audience Reach beyond the Tier 1 ...


And for all those surviving Tier 1.5 ad networks? Let's call them a Demand Side Network, perhaps? (DSN) - Demand-Side Networks: the Modern Ad Networks. « iMediaConnection Blog

OMG!! Surely not, yet ANOTHER Acronym.  

As always, all just my own, TOL - ('Thinking, out loud'?)


ps; From Twitter

Kara Weberkaraweber Kara Weber
Leaders at co's incl @MediaMath @AppNexus @weatherchannel @admeld @yahoo & @criteo r joining Women in AdTech lunch 4/12. Interested? DM me.
Ahmet KIRTOKkirtok Ahmet KIRTOK
Ad retargeting firm Criteo hires a Yahoo veteran as its first president http://bit.ly/fK4scr via @IR_Magazine

pps; More "hot" news: "Friday Signal: Facebook to Google: “Open” This! Google To Facebook: Get A Content Strategy!" http://bit.ly/dRuhXi

Proximic and PubMatic empower publishers with Audience Interest Data for better targeting, more... http://bit.ly/dOoEC8

Technorati Media Launches Private Ad Exchange for Brand Safe Social Media ...: By leveraging AppNexus' highly sc... http://bit.ly/eVRoCK

Proximic Integrates with AppNexus Giving Demand Partners More Precise Contextual Data for Optimiza... http://inbornblog.x10.mx/?p=171

AppNexus is HIRING plenty!! twitter.com/#!/search/appnexus

Yes, it's ALL coming together now.

Disclosure: Long LOOK and very happy to be so, too...

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