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BizReport : Advertising : March 21, 2008
How marketers can buy ads with real-time research
When campaigns are performing well most marketers want to quickly buy more ad placements to gain an even higher ROI. The problem is getting that real-time information and being able to quickly place ads for optimized performance. Enter the Agency Trading Desk from AdsDaq Exchange.
The trading desk is part of ContextWeb's platform. It allows marketers to quickly track ad campaigns to determine how they are performing. If ads are performing particularly well at Site A or Platform B, marketers can buy more ads for those areas with a simple click. They can also sell ad inventory which is under-performing.
Currently the platform is in invitation only beta testing.
"Agencies. . .will use the ADSDAQ Exchange Agency Trading Desk to associate performance to context across all of their digital campaign media spend," says Anand Subramanian, CEO of ContextWeb, Inc. "The goal of ContextWeb's ADSDAQ Exchange is to eliminate barriers in this fragmented marketplace so advertisers can buy and sell inventory based on continuous learning and publishers can unlock the true value of their inventory."
The Agency Trading Desk can be used across media buys in ad networks and website media plans. The platform breaks down the different buying options into content categories and analyzed. Once the buy is analyzes, the advertisers can buy more inventory (for a campaign performing well) or sell inventory (for a campaign not performing well).
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