Short spots--with industry executives introducing themselves and then delivering the ADSDAQ slogan "Open the market"--will be released onto the Web weekly, said Biff Burns, vice president of marketing at ContextWeb.
"This is about the formal launch of our community, which we think will be an important ingredient in the evolution of the exchange," Burns told Online Media Daily in an exclusive interview. "We're hoping 'Open the market' will be a memorable phrase that represents open democratic participation."
Along with easy viral distribution across YouTube, Facebook, and MySpace, the videos can also integrate with other social media tools such as badges and widgets.
Today, a number of ad exchanges--including ADSDAQ, AdBrite, Yahoo's Right Media Exchange, Traffiq, and AdECN--seek to help agencies maintain a certain level of ad targeting and effectiveness at reduced costs.
There are presently some 350 advertisers and more than 2,500 publishers using the ADSDAQ, while its network is attracting nearly 90 million monthly unique visitors.
According to Burns, the community aspect of ADSDAQ is not so much designed to increase its visitation numbers as it is intended to strengthen the relationships among it users.
"Everyone has a lot to gain by communicating more," Burns said.