Private Ad Exchange Market "A Disaster"
What's the state of private ad exchanges, today? "It's a disaster," Jeff Green, CEO of The Trade Desk, told OMMA RTB attendees on Thursday. Why? More or less, because of all the friction created by overprotective publishers. There's "more friction than liquidity," Green said. But, if publishers were going to be so protective of their ad inventory, why build an exchange in the first place? Blame supply side platforms, said Green. In recent years, he said, SSPs convinced many publishers that there was no downside (at least from their side) in launching their own exchanges. That said, what Green sees as a disastrous private exchange market is not, in his opinion, representative of the health of RTB. On the contrary, "RTB is doing phenomenally well," he said.
Recent Show Daily Articles
-
Experian Takes Universal View Of Data May 23, 12:21 p.m.
Marcus Tewksbury, Global Vice President of Product Strategy, Experian Marketing Services, said the split between offline ...
-
Properly Valuing Data May 23, 12:02 p.m.
How do you come up with the right campaign metric for measuring success? "Does it impact ...
-
Lack Of Data About Data Drives Opportunity May 23, 12:02 p.m.
Richard Frankel, president, Rocket Fuel, argues there won’t be a standard for evaluating the value of ...
-
The Year Of Big Data? More Like The Decade Of Big Data May 23, 11:49 a.m.
Speaking at OMMA DDM in New York this afternoon, John Simpson, managing director, Blue State Digital, ...
-
HarperCollins' Boyle On Boiling Your Data May 23, 10:54 a.m.
Echoing the positions of other experts at OMMA DDB on Thursday, David Boyle, SVP of Consumer ...
-
That's Funny, David Boyle Doesn't Look Blueish May 23, 10:44 a.m.
David Boyle, the consumer insights guru at HarperCollins Publishers describes himself as a “data geek” and ...
-
Permissions Pendiing May 23, 10:34 a.m.
In her closing remarks on the opening Big Data/Marketers panel at OMMA DDM, Axciom’s Nada Stirrat ...
-
Are Consumers Creeped Out By Big Data? May 23, 10:34 a.m.
How comfortable are consumers with providing all this data exploited by marketers? Nada Stirrit, CRO, at ...
-
'Permissions Are The New Patents' May 23, 10:30 a.m.
I'm pretty sure that's what I heard, and I think it was Nada Stirrat, EVP-Chief Revenue ...
-
Reaching Consumers Between Schenectady And Beverly Hills May 23, 10:28 a.m.
Going by the personal information that consumers provide marketers, the vast majority of Americans live in ...
Be the first to comment on "Private Ad Exchange Market "A Disaster""
Leave a Comment