The problem with ad exchanges is in part an issue with the inventory of the exchanges themselves, and in part with the agencies doing the buying. While Cost Per Thousand Impressions Rates (CPM) and Cost Per Click Rates (CPC) are lower on ad exchanges, the logic that these lower costs make exchanges a better option than direct buys is flawed.
Tags: ad exchanges, advertising, Digital Marketing, online advertising, online marketing, programmatic buying, Strategy
Posted in Ad Networks, Ad Serving, Media Planning & Buying, Opinions, Targeting | 2 Comments »
In the past year, we’ve seen the greater awareness (and, consequently, media spending) devoted to digital video, mobile, programmatic buying and selling of ad inventory, and social media take off in manners and volumes most of us wouldn’t have predicted. There’s no such thing as the status quo in rapidly growing technologies and media channels, and in 2013, records will be broken, and outmoded models will crumble. Here are 11 ways we predict the digital marketplace will really change in 2013.
Video RTB revenue will exceed Forrester expectations. Sure, we have an affinity to this, but Forrester has predicted RTB video spending will grow from $387 million in 2012 to $667 million in 2013. This might sound like huge growth, and it is, but it’s conservative given the conversation about programmatic buying and selling is picking up. RTB is a big part of programmatic in video. If people were surprised by the statistics around the rise of online video consumption in 2012, 2013 will be even... Read more