©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Tech Giant Set to Prove Publishers Can Launch Ad Exchanges, Too
NEW YORK (AdAge.com) — More publishers are looking to claim ownership over digital advertising to combat the growing dominance of Wall Street-like trading desks they believe are depressing the value of online ad inventory.
IDG, publisher of technology titles such as Computerworld, Macworld and PCWorld, has formed its own private advertising exchange consisting of 450 tech-focused websites into which a select group of advertisers will be able to buy advertising. The private exchange, called TechMediaExchange.com, will launch in February and represent 90 million unique viewers and a billion impressions. Read more