Comments on: Serving’s the easy part http://yardley.ca/2008/07/27/servings-the-easy-part/ greg yardley on internet and mobile marketing Fri, 16 Jul 2010 21:30:24 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Ads in the internet world - Part 1 - Overview/Publishers http://yardley.ca/2008/07/27/servings-the-easy-part/comment-page-1/#comment-1867 Ads in the internet world - Part 1 - Overview/Publishers Wed, 30 Jul 2008 20:18:13 +0000 http://yardley.ca/?p=599#comment-1867 [...] Greg and Pat both have already pointed out that ad serving is not what is important anymore. This leads to the question “So what is?”. [...] [...] Greg and Pat both have already pointed out that ad serving is not what is important anymore. This leads to the question “So what is?”. [...]

]]> By: greg http://yardley.ca/2008/07/27/servings-the-easy-part/comment-page-1/#comment-1864 greg Mon, 28 Jul 2008 20:32:09 +0000 http://yardley.ca/?p=599#comment-1864 Well - it certainly sounded like the article was implying that six billion transactions a day wasn't impressive, because Right Media wasn't actually *serving* all of those impressions. As you can also tell, I'm a little wary of securitization of advertising inventory - not everything can be bundled up like that, no matter how smart the people working on the problem are. The characteristics of the underlying assets make this model very unlikely to work. Well – it certainly sounded like the article was implying that six billion transactions a day wasn’t impressive, because Right Media wasn’t actually *serving* all of those impressions.

As you can also tell, I’m a little wary of securitization of advertising inventory – not everything can be bundled up like that, no matter how smart the people working on the problem are. The characteristics of the underlying assets make this model very unlikely to work.

]]> By: Darren Herman http://yardley.ca/2008/07/27/servings-the-easy-part/comment-page-1/#comment-1863 Darren Herman Mon, 28 Jul 2008 13:56:45 +0000 http://yardley.ca/?p=599#comment-1863 I do not think anyone is arguing if ad-serving is easy or hard. It's a commodity, just look at DART or Atlas or any of the other ad-serving systems. What this article is rightly pointing out is that ad exchanges are emerging and some very SMART people are creating some interesting businesses. I do not think anyone is arguing if ad-serving is easy or hard. It’s a commodity, just look at DART or Atlas or any of the other ad-serving systems. What this article is rightly pointing out is that ad exchanges are emerging and some very SMART people are creating some interesting businesses.

]]> By: NYT Covers Ad Exchanges, Gets It Partly Right » Conversion Rater http://yardley.ca/2008/07/27/servings-the-easy-part/comment-page-1/#comment-1862 NYT Covers Ad Exchanges, Gets It Partly Right » Conversion Rater Mon, 28 Jul 2008 07:19:52 +0000 http://yardley.ca/?p=599#comment-1862 [...] inventory world, and that will create even more value and opportunity for everyone. – As Greg Yardley points out, the actual serving of the ad is not the most important piece of what’s going on. It’s [...] [...] inventory world, and that will create even more value and opportunity for everyone. – As Greg Yardley points out, the actual serving of the ad is not the most important piece of what’s going on. It’s [...]

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