Are ad exchanges an important development in terms of monetizing social media?
If so, why? Ad exchanges are critical to the environment. They allow companies to eliminate waste and provide better results to their marketing partners. We only buy inventory when we see a Media6° cookie. This eliminates the need for a “daisy chain”. We do not have to deal with loss from passing along inventory and we do not have to worry about extra latency issues. As a result we can pay higher CPMs to our publishing partners. How can publishers work with Media6? Are social media publishers concerned about channel conflict? Coming from the publishing industry I understand the issues they deal with and the concerns that they have about ad networks. At About.com, 3rd party networks were a very significant revenue stream yet managing channel conflict was always top of mind. Publishers should view Media6° and our peers as complementary, not a threat to their existing sales efforts. Right now, many publishers would probably stop reading. But hear me out. We are not looking to buy the area
