Congrats to AdECN! And why this matters to publishers…
July 26, 2007
Congrats to the team at AdECN. At AdTech SF there was a ton of talk on online ad exchanges. Unsurprisingly, Right Media was taken down by Yahoo shortly afterwards, at a -ahem- healthy multiple, then industry talk quieted down…
Today Microsoft announced two deals; they’re taking over ad sales for Digg (mahalo!), and they’re buying AdECN, the nasdaq-like exchange for publishers and ad network members. The exchange is a natural fit for Microsoft, and this deal makes sense given AdECN’s open, network-friendly model. Hope this holds under new ownership.
In light of Redmond’s other news, oddly the professional bloggers I read regularly haven’t covered this in depth yet: who’s got an ad exchange now: Google (DoubleClick), Yahoo (Right Media), Microsoft (AdECN), oh and AOL (ad.com). Long-term contracts are getting slotted too: Google (MySpace, Fotolog), Microsoft (Facebook, Digg), Yahoo (themselves). Besides ad serving being a rough spot, sure seems like exchanges just swept the big sites. So what’s the news for everyone else: “who you gonna pick?”
