DoubleClick Myths And Reality
Display advertising combines two unattractive qualities: a lack of transparency and a lack of efficiency, according to Andrew Goodman. He points to Jonathan Mendez's post that seems to agree that new exchanges will only make the problem worse by driving down media costs even further. The market segment could become a haven for performance advertising at the expense of publishers, Goodman writes, citing Mendez.
Goodman outlines where he thinks the DoubleClick ad exchange may lead the industry.