Microsoft Wants an Ad Exchange Too
Not to be left out of the ad exchange party, Microsoft plans to acquire AdECN, an online ad exchange similar to Right Media (acquired by Yahoo) and DoubleClick’s (soon to be acquired by Google).
The idea of an ad exchange is similar to a stock exchange, where buyers and sellers work through a broker. Similarly, AdECN does not do business directly with advertisers or publishers; it works instead with ad networks, ad brokers, and a few ad agencies that maintain relationships with buyers and sellers, acting as a network themselves.
If you’re keeping score, that leaves newcomer ContextWeb and its ADSDAQ exchange as the last independent player standing in the ad exchange space.
More about:
The Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to success. It is the indispensable guide for B2B marketers to deliver world-class experiences and keep pace with the dynamic environment. Download Now
The ClicData survey found that various challenges exist that prevent organizations from achieving such gains. These challenges included inaccessible data formats and limited flexibility in displaying data in dashboards. Download Now
The need for fraud prevention in the digital world is critical now more than ever. Why? Thinking about your own behavior, consider how you complete transactions and how this has changed over the last 5 years. Download Now
The need for fraud prevention in the digital world is critical now more than ever. Why? Thinking about your own behavior, consider how you complete transactions and how this has changed over the last 5 years. Download Now