iMedia Connection: Ad Exchanges: Hype or True Value?

iMedia Connection: Ad Exchanges: Hype or True Value?: "Ad Exchanges: Hype or True Value?
By Chad Peplinski
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If an advertiser needs an efficient sales experience on a small number of sites, then exchanges can offer an effective solution.
I appreciated Tom Hespos' article 'Ad Exchanges…Is Now the Time?' because it's certainly a topic that is overdue for more public debate and education. Every ad placement model has its place in the online advertising ecosystem and Hespos raises some good points about the potential efficiencies and opportunistic buying afforded by exchanges.
So, is now the time for ad exchanges?
Yes. However, determining if an ad exchange is right for your needs requires a deeper understanding of how they work and the trade-offs between exchanges and traditional ad networks. "