At a recent OMMA Behavioral conference [Link - OMMA AdNets - Los Angeles] Rich Frankel, president of a Rocket Fuel [Link - Campaigns run better on Rocket Fuel™] says that ad exchanges, in trading ad inventory and selling to the highest bidder, are looking for efficiency and comoditization.

"A huge challenge for the Internet for 2009 is understanding the value of the commodity," he says.

Frankel then argues that the exchanges may be adding some value in marginally increasing CPMs [and are said to be generally lifting prices for display Ads] for publishers and [are certainly] helping the buyer bid efficiently, but the core problem is in discovering the actual value of the impression that is coursing through the system.[Link to Full Article]....

Full Story:

http://www.sharecafe.com.au/board_postview.as...

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