audiencemp.com

We believe that within the next 12 months, at least five general advertising exchanges will emerge. We hope to sit at all the proverbial tables…and use our partners’ behavioral data to drive huge value for them.

Right Media Exchange

Right Media created the first official exchange a few years ago. Billions of impressions are now traded each month — and new companies, such as CPX Interactive and Rydium, dominate direct response marketing.

DoubleClick Exchange and Google

Google paid an extra $2 billion based on the premise that there is huge unlocked potential for DoubleClick to operate as an exchange. DoubleClick’s

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Very few, if any, traditional advertising agencies are buying media directly from exchanges today. There are a few possible reasons for this:

(1) Publishers do not want to sell pre-emptible inventory to the top agencies. This would canabalize their premium inventory.
(2) Agencies make good margins on ad serving. It’s hard to justify charging $0.20 CPMs on ad serving when the cost of media CPMs are only $0.10.
(3) Right Media, the largest exchange today, is still in the business of selling advertising to agencies via Remix Media.
(4) Exchanges require fast payouts and most agencies, do not get paid

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Behavioral marketing is a competitive space. There are a ton of competitive firms with quality targeting capabilities and great teams behind them. We’re often asked, why did we create Audience Marketplace and what makes you different?

We believe our take on behavioral is unique in the marketplace:

(a) Flexible pricing models (CPM, CPC, CPA)
(b) Priced based on market
(c) Haggle- and hassle-free
(d) Transparent data sources
(e) Self-service for most clients
(f) Scalable
(g) Provide white glove service for special customers

And the best part about it is, we’re just getting started. We have a lot of great ideas

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