April 21st, 2009 by Richard Lee
Ad Networks and Exchanges – Ad:tech 2009
Ad Networks and Exchanges
Ad Networks:
400+ Ad Networks currently, 18 trilliion pageviews a day, $7 Billion revenue for top 20%
Sloan/MediaCom:
70/30: 70% long tail buys, 30% general buys
$650 Billion market world wide
Google:
- Platform (Ad serving/management)
- Ad Network (Content network)
- Ad Exchange (Ad networks are their customers)
Google has 23% of online display advertising market
Fox Interactive = owns hundreds of properties
During the Great Depression these brands spent more on Advertising and bounced back: Twinkies, Purina, Converse, HP, Pittsburg Steelers, Coolwhip
$1 Billion spent in digital by Group M with 1300 publishers
You need to understand consumer behavior