©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Microsoft officially retired AdECN and switched to the AppNexus platform for real-time bidding. This readies the move to take RTB in the display Advertising Exchange internationally.
There has not been a major shift by advertisers to RTB, but Dennis Buchheim, general manager of scale display for Microsoft, hopes that will change as more people realize the benefits. For advertisers, that means more selective buying and the ability to target specific audiences. For Microsoft it means “significant yield” increases as Windows Live inventory rolls out through the exchange.
Improving yield includes managing price, inventory allocation and packaging, as well as reserves to bring in more advertisers and exchanges. The exchange sees trading between 8 billion and 10 billion impressions monthly.