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Online Ad Exchanges Change the Game
12 July 2007
 
Andrew Frank  

The entry of Google and Yahoo into the online ad exchange business creates a new landscape for publishers, advertisers and intermediaries.





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Table of Contents


    
 Analysis

1.0
    
 Background
2.0
    
 The Ad Exchange Solution

2.1
    
 The Defining Principles of Ad Exchanges
2.2
    
 Streamlined Ad Serving
2.3
    
 Benefits for Publishers and Ad Networks: Extending Reach
2.4
    
 Benefits for Advertisers: Targeting and Retargeting Existing Customers
2.5
    
 Benefits for Buyers: Differential Bidding
3.0
    
 The Ad Exchange Marketplace

3.1
    
 Google and DoubleClick Advertising Exchange

3.1.1
    
 Strengths
3.1.2
    
 Challenges
3.2
    
 Yahoo and Right Media Exchange

3.2.1
    
 Strengths
3.2.2
    
 Challenges
3.3
    
 AdECN

3.3.1
    
 Strengths
3.3.2
    
 Challenges
3.4
    
 AdBrite

3.4.1
    
 Strengths
3.4.2
    
 Challenges
3.5
    
 Other Ad Exchanges and Related Businesses
4.0
    
 Conclusions and Recommendations

    
 Recommended Reading


List of Figures


Figure 1. 
 A Collaboration Model for Basic Advertising Redirects
 

Figure 2. 
 A Collaboration Model for a Daisy-Chained Ad Network
 

Figure 3. 
 A Collaboration Model for an Ad Exchange
 



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Web Browsers
Digital Media Marketing and Advertising
Media Business Strategies




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