It’s Open Season for Ad Exchanges

Open Will Win Over Closed

The following is an excerpt of an AdExchanger.com article by Frank Weishaupt, Yahoo! VP of North American Marketplaces. For the full article, click here.

One reason I love this business is that it’s always evolving. Change is essential to success in online advertising…especially when it comes to ad exchanges.

As the needs of ad networks, publishers, agencies and advertisers continue to change, exchanges have had to stay ahead of every impression and develop marketing solutions that can help these players improve and differentiate their businesses.

We know these players are already doing part of the work on their own – gathering the data and insights necessary to manage yield and return on ad spend. But it’s not enough. Exchanges provide a larger marketplace that’s needed to efficiently leverage that data and quickly turn it into revenue. There is no better place to do that than in an open exchange ecosystem. Here’s why:

• An open exchange helps participants in the digital advertising ecosystem conduct business with each other in a seamless fashion.
• An open exchange delivers marketers the greatest number of options in how they define and reach their relevant audiences.
• An open exchange helps solve supply fragmentation by offering a complete, multi-level solution for servicing marketers’ needs. A closed network cannot accomplish this… .

…Marketers take note: We get it. Budgets are precious and the market is increasingly fragmented. We know you work with multiple exchanges and we look forward to working with them and integrating with them for our partners. Hopefully, they will follow our lead and embrace openness because the industry will be best served by transparency and liquidity.

—Frank Weishaupt, Yahoo! VP of North American Marketplaces