Advertisers take the DIY route with exchanges
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From Roger Williams, international marketing director, Right Media
The increasing growth of web-based trading systems such as ad exchanges is starting to redefine the very nature of buying and selling online media, by making automation in this industry the norm.
Trading platforms are now so sophisticated that advertisers can set their own key parameters, including demography, geography, channels and ROI goals, then launch their campaign and watch it develop in real time. It’s a far cry from the traditional, manual way of doing things.
While today’s media agencies and ad networks are, of course, techno-efficient, the fully automated solutions that are coming into play must surely prompt them to re-evaluate what and how clients can be best served. The days of negotiating individual deals with publishers and advertisers are probably numbered and in their place is fully automated trading that operates independently.
Increasingly, we’re seeing more companies thinking about or adopting these technologies to streamline traditional time-consuming processes. However, they need to ensure these new ways of doing business are reflected in the skillsets they have if they want to take advantage of the opportunities.
