The Rise of the Enhanced Ad Exchange — Dan Greenberg // Sharethrough

Quotes

• “The key to supply path optimization for programmatic ad buyers is to buy senior spend towards your highest performing ad exchange partners. When you start to unpack that and what does it mean to be high performing ad exchange, in the past, ad exchanges were inexchangeable.” -Dan “This companyexists to help bring the ad exchange to the modern era. Meaning, an ad exchange is not just designed to connect the dots between publisher and advertiser but to really enhance and improve the experience for everybody.” -Dan“For the publisher itself, tome, it’s about building a better reader experience on the web with ads that people just don’t hate. That the ad is integrated, feels respectful, comprehensible that when you see it on the screen, you don’t groan and try to find the X button and you just go past it the way you do on Instagram.” -Dan“I think there’s an important balance here between integrating into the website making sure that the ad feels like it is meant to be on the page but then also separate out to make sure that people understand that it is an ad.” -Ben“The smaller that you make the declaration of the ad, in theory, the higher the performance, and there is a balance there.” -Ben “I think the higher the quality the content of the ad is, the higher it performs. The higher the quality on the integration of the page, the higher it performs.” -Dan “So there is the ad disclosure piece which is making sure that you are making it clear that there is some sort of partnership or advertising relationship.” -- Ben “It is beyond native advertising as well but our company has expanded to display and video as well. Enhanced also means what you’re doing to that supply path to just clean it up and make it perform better.” -Dan“I think most sophisticated programmatic buyers are spending 80% or so of their money on private marketplace partnerships and within the world of PMPs, there’s a lot that we can do to enhance the PMP like data about the placement inside of it, data user behaviors, PMP optimized for different user goals, etc.” -Dan “When you’re buying advertising through a private marketplace an enhanced ad exchange would be able to not only just serve your media, clean it up and make sure that your bid is not fraudulent, it gets to the right place at the right time with the right creative but also that you’re able to collect data about the performance of that ad campaign so you have a better understanding of not just the direct response but also the brand value that it created.” -Ben “Understanding how your ads are performing and getting a sense of a brand lift without breaking your workflows is another enhancement that you can get from your ad exchange.” -Ben“I’ll say this, more than ever, it’s important to have trusted supply partners. A handful of ad exchanges, not ten but 2 or 3 are important enough to put on your list of your trusted supply partners.” -Dan“Ultimately where your ads run and the humans that they reach is all that matters. The supply partners you allows you to reach people that you needto reach.” -Dan