1. 24/7 Real Media – David Moore, CEO and Founder
We welcome exchanges as they contribute to the simplification of buying advertising on the internet. Biggest concerns are inappropriate content for advertisers.
2. AdBuyer.com – Tim Ogilvie, CEO
I think the impact of the DoubleClick Ad Exchange is going to be huge. Google’s bringing significant scale to impression-level bidding, which will allow marketers of all sizes to get a lot more scale from the data-driven buying techniques that are used successfully by the biggest buyers.
In my mind, this is similar to when Overture (then GoTo) started piping their search listings through AOL in 2000. Overnight, it turned paid search from a profitable hobby into a must-buy marketing technique. It took a few years for people to fully recognize and exploit the opportunity, but in hindsight it was a defining moment.
Regarding concerns, anyone who isn’t worried isn’t paying attention. Google has a massive concentration of search inventory and now a very credible display offering. They’ve clearly put a lot of smart technical talent into their display efforts and will follow it with marketing muscle.
We’d like to see lots of horses in the race. We think having a variety of options for buyers is incredibly important, so we’re excited that both the established exchanges and new startups have launched or are actively developing similar offerings.
3. Acxiom – Chris Marriott, VP, Global Managing Director
The launch of the Google’s DoubleClick Exchange 2.0 means different things to 2 major constituencies: publishers and advertisers.
Publishers stand to benefit from increased competition for their ad impressions with this new platform. This platform introduces real-time bidding for display ads, currently not available with Yahoo’s Right Media exchange. This real time bidding will likely translate to increased CPMs to Publishers for valuable impressions. It will also potentially allow more ad inventory to be sold with Google’s broad reach and efficient platform.
Google’s new exchange is actually one of 8 or more display ad “exchanges” that are operating today. This compares to hundreds of individual ad networks. From an Advertiser point of view, exchanges simplify the ad buying process and offer greater transparency and broader reach. It is also possible to buy “ad impressions” through an exchange (versus just buying ad space on a page for all traffic), which allows for lower cost and improved targeting.
Read more reaction on the launch of the new DoubleClick Ad Exchange, its benefits and any concerns from members of the online advertising ecosystem. [via Adexchanger]