My first blog in this three part series looked at the advertiser’s view of exchanges and ad networks. Advertisers prefer exchanges. Last week’s post discussed how publishers view ad networks as compared to remnant exchanges. This blog will talk about how publishers view a new type of exchange emerging: Premium Exchanges.
In the past, exchanges were focused on taking remnant impressions and selling them off at the best price they could get. Premium exchanges will soon appear. They are private exchanges, open only to high quality, brand safe, content driven, trusted publishers. Many of the private exchanges getting a lot of press about limiting the sites that can join – which is a good step forward. However, these “private exchanges”, at the end of the day, are simply auctioning off remnant impressions using Real Time Bidding, just like today’s remnant exchanges.
Ad networks may be seriously damaged or killed by the Premium Exchanges. The remnant exchanges took a lot of their high volume low priced business. Now, Premium Exchanges will take some of their high priced, low volume business. They will get squeezed on both ends and will have to fight for survival.