According to
IAB, an ad exchange is a sales channel between publishers and ad networks that
can also provide aggregated inventory to advertisers. They provide a technology
platform that facilitates automated auction based pricing and buying in
real-time. Ad exchanges' business models and practices may include features
that are similar to those offered by ad networks.
Apple
alumnus Dan Grigorovici, now CEO at AdMobius, believes Apple has the potential
to build a “tremendous”
ad exchange. “Apple owns the device, the app ecosystem, the ad SDK, the
transactional system (iTunes, etc.), multiple media channels (online, TV –
albeit that’s small today, smartphones, tablets), multiple content categories
(music, movies, etc.),” Grigorovici tells AdExchanger. “From that standpoint, I
had always believed that if Apple plans to evolve the ad business to be more
important, they have probably the best opportunity for cross-channel
advertising, and one of the best data assets out there.”
So, will
Apple pull the trigger and actually go through with launching an ad exchange?
Facebook's
exchange has been a huge success for advertisers. The product has been expanded
to include ads in Facebook's main news feed, not just the display ads at the
side of the page. Facebook waited until after its public offering to go after
the digital ad dollars tied up in display retargeting with last
summer’s launch of Facebook Exchange (FBX).
Twitter,
reportedly planning an IPO for early next year, looks to follow suit -- but
perhaps in a different order. The micro-blogging platform is planning
to erect an exchange
similar to FBX that would let brands retarget people who visit their sites
with ads on Twitter, according to people with knowledge of the matter.
Twitter did not respond to requests for comment.
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