Technorati Joins Private Ad Exchange Rush
The trend among Web publishers to create exclusive mini ad exchanges continues, as Technorati Media has partnered with AppNexus to create its own private exchange.
Over the past several months, a handful of traditional media companies, including NBCUniversal, CBS and IDG have rolled out private exchanges as a way to monetize their excess display inventory. These companies want to get in on the overarching trend toward real-time, audience-based buying but want to protect their pricing and data—two things often seen as vulnerable when selling ad inventory via large exchanges like Google’s DoubleClick Ad Exchange.
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