A profound analysis of advertising exchange

You can find this phenomenon: when we talk about advertising platform, we must talk about advertising exchange. Although the word http://www.aliyun.com/zixun/aggregation/35919.html "> AD platform is only a few years ago, the field is growing fast."

The topic of AD Exchange has recently been very popular, probably due to the practices of some of the industry's giants. July, the vertical advertising platform Glam Media launched the first vertical advertising exchange platform called Glamx. Meanwhile, Yahoo has also launched its advertising exchange platform right media, which integrates advertising management systems, AMP and ad-exchange network environments, A total of 26 million dollars was spent on the system development.

What is the difference between advertising exchange and advertising platform? An advertising platform is like an intermediary inventory broker representing a site publisher. Ad Exchange does not sell any ads. Instead, they offer a platform that allows advertisers and publishers to sell ads on an auction basis.

This is similar to the Web auction architecture Google uses in AdWords ads. Buyers can bid on the advertising inventory provided by the Publisher and make a choice based on their goals.

The benefits that can be obtained from advertising exchange advertisers include the transparency of advertising and the fair price of advertising. Not all advertising platforms are willing to disclose their publishers ' partners, but advertisers are very interested in knowing what they get when they buy in exchange. Because the sale of advertising inventory is based on the publisher's supply and advertisers demand. Therefore, there is no need to worry about price fluctuations because the ratio of price fluctuations is controlled by a single factor.

But in the advertising industry, the proportion of advertising exchange is relatively small. According to data from the economic research firm Thinkpanmure, in 2007, about 15% of the advertising stock and 5% of online picture ads were sold through an ad exchange. At the same time, Google, Yahoo and Microsoft have also recently acquired ad exchange companies to help consolidate the stability of the ad exchange.

The exchange of advertisements is not favored by many people. Some media buyers have a grudge against an ad exchange simply because they think that most of the ad exchange is the rest of the ad (there is always no good impression of the word "surplus"). But in fact, most of the ad exchanges are now very good ads, and some ads even as the advertising platform to attract publishers to the finishing touch, these publishers are looking for some can not directly upload high-quality content. Other ads use complex processes to screen out high-quality ads and remove inappropriate irrelevant content.

While most advertisers use ad swaps to buy some photo ads through IAB certification, they sometimes include rich media ads such as slot ads and video ads, and some offer an email advertising model that supports the CPA (Pay-per-click). Some ad Exchange sites have plans to provide built-in ads for games and other non-traditional online media ads.

Because of its new positioning capabilities and every new publisher, the ad Exchange attracts a growing number of media buyers to come.

(Original starting on September 11, 2008; compiling: Wang Bailei)