Adweek's Brian Morrissey reports on how data-fueled ad exchanges could significantly boost the power of online display advertising.
The article highlights that a new Web ad architecture is developing that promises to remake how advertising is bought and sold, borrowing the best of paid search auction systems while going beyond their targeting to allow advertisers to show each ad only to the audience they want.
Morrissey points out that agencies are strapped for resources and have leaned on ad networks to aggregate the Web for large parts of client buys. He adds that for years they've chafed at the lack of transparency with many networks, which typically earn high margins on the buys run through them and now DSPs are seen by many at agencies as a way to level the playing field and lessen the reliance on networks.
President & CEO of Turn, Bill Demas comments, "It cuts out the middleman, which the ad network represents. I think the ad networks' best days are behind them."
Read the complete article on Adweek.