In an article entitled “eBay Pitches eBiz, Big Advertisers Consider Online Media Auction Service,” Joe Mandese discusses the history of attempts to create auction exchanges for media, and a presentation given recently by eBay on the topic.

Since we’re not exactly publicity hounds, no one can blame Joe for not touching on the fact that we’ve built exactly what the article describes—the first and only active exchange marketplace for advertising—the Yield Manager Marketplace.

Those who know us know that we’ve been talking about this concept, and building an exchange marketplace, for the last 2 years. An article like this makes me wonder if we’re not a little too conservative when it comes to communications. The fact of the matter is that we’re operating an exchange for online media through which over 35 billion impressions will be bought and sold this month—people should know about it! Still, I’m glad that the topic is finally getting more attention.

The fact that this is being talked about is good for our industry. The more we discuss the inefficiency in today’s models of buying and selling advertising, the more likely we’ll be as an industry to find a solution that actually addresses the problem.

Kudos to those driving this discussion forward. 

This entry was posted on Wednesday, January 25th, 2006 at 12:00 am and is filed under Right Media Exchange, Network Media Exchange. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.