Mobile and Video Muscle Onto Ad Exchanges

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

ClickZ, 10/25/10

Until this year, the ad exchange ecosystem has been ruled pretty much exclusively by that workhorse of digital formats, the IAB-standard display unit. No longer.

A slew of companies have lately begun supporting new formats, in particular mobile and pre-roll ads. Among them are Microsoft, Adap.tv, BrightRoll, demand-side platform DataXu, and Research in Motion. As with display, ads are auctioned on a real-time basis through ad exchanges and other “sell-side aggregators,” with assets provided by ad networks and demand-side platforms.

Here’s a rundown of the most recent offerings and their implications for media buyers:

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