Big In Print
Ad Network & Exchange Guide 2010
Ad Networks and Exchanges 101
April 19, 2010
NEW YORK (AdAge.com) -- Let's start at the beginning. Here's a FAQ on ad networks and exchanges.
Spinning Straw Into Online Gold Through Science of Data
April 19, 2010
NEW YORK (AdAge.com) -- Marketers have always sought that secret sauce, the data that gives them an edge over their competition. And online, where data is generated faster than anyone can make sense of it, that arms race has taken on an extreme dimension. The question is: how much data, at what cost, and how far to go?
Does Your Ad Network Know You're Gay?
April 19, 2010
NEW YORK (AdAge.com) -- Privacy advocates, lawmakers and Federal Trade Commission regulators have behavioral targeting in their sights, and the approach Washington chooses could have a sweeping impact on the fortunes of advertising networks and data aggregators. But online marketers say that effect would ripple through an ecosystem of advertisers, web publishers and consumers, too.
Online Ad Cops Aiming to Tame Tier-Two Inventory for Brands
April 19, 2010
NEW YORK (AdAge.com) -- As more brands shift to buying audiences online rather than buying specific sites, a mini industry of verification services has sprung up to ensure the ads that are increasingly placed through ad networks and exchanges are appearing where they're supposed to.
Marketers Still Trying to Break Free From Inventory-Based Buys
April 19, 2010
NEW YORK (AdAge.com) -- When demand-side platforms (DSPs) burst on the scene a few years back, the people and agencies behind them touted the services as a potential key to unlocking the holy grail for marketers -- near-real-time one-to-one marketing. But there appears to be more smoke than fire in the space, at least for now.
What Happens When Publishers Walk Away From Ad Networks?
April 19, 2010
NEW YORK (AdAge.com) -- If one thing is clear about the intense debate within the publisher world about if and how they should work with ad networks, it's that there's no answer. More than two years ago, ESPN.com walked away from the ad networks, and the decision has yielded no regrets. But not every publisher is espousing such an extreme view.
Ad Networks Work to Lure Brand Marketers
April 19, 2010
NEW YORK (AdAge.com) -- A swath of networks is seeking to go after brand marketers, marketers who aren't necessarily selling something online but looking to advertise to increase awareness, purchase intent, likelihood to recommend and favorability as well as sell stuff in their offline supermarkets and department stores. And the results are encouraging advertisers to take a second look at the channel.
What Online Advertising Should Learn From TV's Upfront Market
April 19, 2010
Amid the current all-consuming obsession with real-time bidding, hyper-targeting and other buzzwords, it may seem something of an anachronism to pause and reflect on what lessons we in online advertising might learn from TV's upfront marketplace. But there is a reason it works for TV. And those same reasons could help brand dollars flow online.
