BREAKING NEWS & VIEWS
IDG TechNetwork Launching Ad Exchange for Tech
Thursday, January 13, 2011
IDG TechNetwork is using technology from ad exchange AdMeld to create this private network. The ad exchange model is meant to complement, not replace, the more customized ad programs and lead-gen in the TechNetwork portfolio. In the last few years, a complex set of automated bidding technologies and data products has come together to promise marketers greater efficiencies in finding the most relevant audiences no matter where they pop up on the Web. The technology understands the profile of who is looking at any given page in the network and can let marketers bid in real time on presenting the most relevant ad to that user.
The process is meant to give publishers higher CPMs for many pages, which advertisers are willing to pay for the increased efficiency of only targeted users. Until recently, much of the real-time and ad exchange activity has been on the consumer side, but IDG is not only applying the technology to b2b advertising but also targeting a specific vertical.
Exactly how much spending is going on in real-time ad exchanges is a bit of an open question, however. Some forecasters believe that large percentages of online ad inventory will soon be bought and sold through automated ‘RTB’ technologies. Others in the industry argue that the overwhelming majority of display ad dollars continue to flow to traditional contextual and straightforward network ad buys.
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