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Take Frank Addantes 'challenge' - or, 'Miss the Bus'?

The rubiconproject and it's CEO FrankAddante work very 'hard' over on Twitter telling all who are followers, of the way of RTB and why it's the best thing since sliced bread. (He did get to stop to taste what was a real "Chicago pizza" that he so surprisingly found over on the WC, and it was San Francisco that came up with the goods, apparently?)

twitter.com/#!/FrankAddante

Frank wants to see a 'coming together' & challenges all to join in with the project and to team 'together'- - to then help realize the true value of digital experiences. He estimates that there's over $200 billion is on the 'side-line' with advertisers waiting for clarity, better transparency and possibly a lot more 'unification', at global scale.

In his video (below) he asks the 450 odd publishers (currently involved), and the 650 or, so ad networks he describes as 'all working against each other' to work with each other to then - best leverage what can be that ultimate prize to share in.

Video: My challenge 2 display ad industry: Realize True Value of Digital - $200BN is waiting! #LetsFixIt http://bit.ly/dMjIe9

Frank Addante (on Twitter) 'Tweets' the following: Pubs lk that RTB gives control+transparency. Advertisers lk transparency 2. Ad Nets y not give transparency 2 get transparency?

He says that both publishers and advertisers like transparency and that publishers enjoy the 'control' RTB gives to them. He then suggests that Ad Networks should do some 'give and take'.

There's plenty to say that many have well prepared on both sides of the equation including some of the UK publishers - the likes of the Daily Mail http://deck.ly/~geqV3 - - - - - - - I've also posted much here of the very 'stealthy' work of a Microsoft Ad serving platform (in Accipiter - www.accipiter.com/), that now 'defaults' (click on it), to yet another Microsoft acquisition, in Atlas.

Microsoft (it very much appears), were found to be installing it's UK acquired platform in Accipiter (http://www.accipiter.com/): Accipiter is described as a 'unified platform' for online advertising that includes ad server, ad marketplace management and behavioral targeting [back to Products]. [The fore-runner to AppNexus, I'd even suggest]

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Pay particular attention to a few things mentioned within the Nicholas Timms Explains How A&NY Media Is Helping To Build Out A Data-Driven Display Business For Leading European Publisher, article.

< ........There is an incredible sea of aggregated inventory on display exchanges, and we have licensed [Google's] Invite Media to access it. However the decision in scaling a campaign to exchange inventory will be done on an insight from running the campaign in our private ad exchange of group inventory. >

Just as was pointed out by John Ebbert (from in my previous post) when he asks the next question: "Who's doing the bidding for Amazon"? Then I'd say that A&NY Media (consumer media Co of DMGT - A&N Media) has also been 'well-drilled'. And is using Google's own 'gate-way' to a global OPEN network that (in itself), is enabled (by AppNexus, but more likely Looksmart), to do so. (With a 'split' of both the last two mentioned - in time to come, with Looksmart getting the secondary marketplace's re-targeting - across an, in time, 'blind-bid-for-all' remnant inventory, I feel)

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[ There is...No doubt that A&NY Media will revert to conducting it's own fully (private) exchange when all is up and running. - Many will do so, I'm sure - Giving them total control]

< ....The Mail Online is at the front of our international stage, reaching 55 million uniques globally (20 of which are based in the US), and we have now opened direct sales teams in the US, Australia and Ireland.

For non-UK tier two inventory we are in the process of setting up links from our Right Media seat to agencies with RMX seats, where we offer all the products & granularity we use in the UK – - separating our inventory out - - -- - - - by first party definitions of behavioural audiences, contextual relevance of articles, and content channels. And uniquely, we are able to give agencies real-time audience insights on their campaigns that are targeted ROS to our inventory, without the need for them to target that individual audience in a “target and test” methodology.>

Google has it's exchange and Yahoo, has the RMX (althought it is said, Right Media is not yet RTB-enabled - UHMmm?) and Microsoft has just launched its "exchange" in late March. Amazon also appears to now be 'in the hands of the starter' and as I said about Facebook in my previous post (up in the cloud?) - - They are still in their own "Dreamtime", I feel. But not all that far behind maybe, as they ARE (also) a 'declared' Looksmart AdCenter partner. [See ps; added, below]

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Twitter?

It's interesting that SearchEngineLand (Reports The Self-Service Twitter Ad Platform Is Live May Be ...) and, that Twitter is denying that it’s the [same] self-service platform that it (Twitter) plans to roll out this year for long-tail advertisers. I wonder, just whose platform they (Twitter), will settle with?

The final word comes from the writer of the cleverly put article (David Soloff, CEO, Metamarkets, a publisher analytics company - wow!! There's a huge story there, Folkz), who is hilighting what lies ahead in regards to the increasing importance of Data collection. (And a great read as such, in relaying his own 'thoughts' had - of quite a few years back.)

"We are going to wipe away these false distinctions between a spot market or an upfront market – data is going to liberate the sellers."

< There could be indexing, real-time valuation, market dashboarding.

Bro, we are gonna have a single electronic media market – there will be a central clearing registry, there will be market data services, there will be traders and brokers arrayed on both sides of that marketplace. >

www.adexchanger.com/data-driven-thinking.../

In the mean-time publishers, ad networks, etc (out there, who may be reading this), I'd best be taking up the Frank Addante 'challenge' (& quick) or, you just may find your-self ...'missing the bus'.

As always, all, just an opinion.

LC

ps; "Companies are approaching us as a leader in Facebook advertising optimization and quickly realizing the additional benefits of combining social media, retargeting & audience targeting via real-time bidding," said Rob Leathern, Founder and CEO of XA.net. "It all starts with social though, with optim.al." Read more.

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Disclosure; Long LOOK and Happy to be so...
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