Friday, December 21, 2007

Ad Exchanges Rising as AdSense Alternative

Publishers looking to elevate the CPMs off the floor of AdSense' pennies per thousand have an increasing number of alternatives in ad exchanges.

The latest entrant is ADSDAQ, part of ContextWeb. The company claims to differentiate itself by claiming to be a "premium" exchange, with higher CPMs than remnant exchanges such as Right Media or AdECN. ADSDAQ will manage ads so that the highest CPM ad will display, so existing ad relationships can continue.

ADSDAQ is looking for the middle ground above these players but below vertical ad networks that charge much higher CPMs but are more focused. ADSDAQ offers a self-service exchange where publishers set their prices, and ad networks buy directly. ADSDAQ opened its doors to publishers in October and immediately became the 23rd largest ad network.

AdSense is the bottom-feeder of ad networks, requiring incredible traffic to make even hundreds of dollars per month. Ad exchanges are an improvement, but they are still relatively unknown to most publishers.

Exchanges and networks are the path of least resistance but are in no way competitive with an in-house ad sales force.

Via: Adotas.

Posted By John Gartner at 09:39 AM
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