While growth in ad exchanges makes serving ads across the Internet in real time cheaper and easier, brands have a dilemma.
Clicks are irrelevant to the Kellogg Company's digital marketing goals of driving sales and building brand awareness, says Bob Arnold, the company's associate director of global digital strategy.
Samsung Electronics has partnered with OpenX, a digital advertising technology company, to create Samsung AdHub Market, the first private mobile ad exchange, said OpenX CEO Tim Cadogan. The exchange, which OpenX first announced yesterday at ad:tech San Franciso, is expected to be available beginning in the second half of this year.
Online display advertising sellers are circling the wagons to reassert their position in a crowded market and fend off the swelling role of third parties, such as ad networks and demand-side platforms.
Mobile advertising company Nexage has developed a private mobile advertising exchange that will let publishers and app developers select which companies can access their mobile inventory, the company said on Dec. 14.
Yahoo will limit demand side platforms' (DSP) access to Yahoo Network Plus inventory on the company's Right Media Exchange (RMX) beginning in January, said Seth Dallaire, Yahoo's VP of sales, on Dec. 1.
Digital ad exchange DataXu launched a platform September 21 that operates across mobile, video and online.
Cox Media Group, a subsidiary of media giant Cox Enterprises, signed TargetSpot on April 6 to place ads on its Internet radio properties. TargetSpot will feed 10- to 15-second ads into the streams of 82 Cox radio stations in 19 markets.
AppNexus, a Web advertising start-up founded last year by veterans of DoubleClick and Yahoo's Right Media Exchange, launched an advertising platform March 15. EBay, the company's beta client since last year, is using it to streamline its approach to ad buying.
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