©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Web Site Magazine, 1/12/11
Advertisers have come to understand that online advertising is an ever-changing industry. In fact, the only constant is change itself — whether it’s new ad models, changing regulations or new targeting capabilities. As advertisers have become familiar with the nuances of various online advertising models and the vendor platforms that offer them, the world of digital advertising is changing yet again. And, it seems, very much for the better.
The technologies that support online advertising are evolving — right now. This is no more evident than in the rise of advertising exchanges. What makes exchanges so important to the advertising ecosystem is that they provide the best possible opportunity to improve the efficiency of every advertiser’s campaigns. As one might imagine, that simultaneously thrills and terrifies advertisers and publishers alike.