Why Ad Exchanges Are Picking Up Steam Again
Posted: April 24, 2009
By: adage.com
NEW YORK (AdAge.com) — Remember two years ago, when ad-exchange mergers and acquisitions were all the rage? Yahoo picked up RightMedia, Microsoft bought AdECN and Google was busy swallowing DoubleClick, which was in the midst of launching its own exchange.
Things have been relatively quiet on the exchange front since then. They’ve had an effect on the market, but not the revolutionary impact some had touted. But now, the leading exchanges as well as some smaller independents are readying new capabilities that promise to shake up the market once again and, in the process, begin to fulfill the promise that display exchanges first hinted at……..[read entire article]
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