Around the Net
Commentary
Exchanges, Premium, And The Problem Of Scale
- iMedia Connection, Monday, June 17, 2013 2:17 PM
IMedia Connection wrote that premium inventory is essentially any "inventory that the advertiser would be happy to run its advertising on if it could manually review every single
publisher and page that the ad was going to appear within."
The problem, they wrote, is scale. When applied to ad exchanges, "the curation problem gets dropped back in the laps of
the buyers across more publishers and pages than they can manually curate…."
Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.
Curation is definitely difficult (best case) or near impossible (worst case) in ad exchanges. There is a difficult balance with audience data targeting and making sure the ad creative lands on relevant, premium content. Often times, these objectives are not aligned. Local Yokel Media has taken on the task of hyperlocal ad inventory curation to deliver completely transparent, hyperlocal domain targeting.