Via Scoop.it – Monetizing The Customer Experience
Another Look At Ad Exchanges – 03/16/2012…
In a recent article, Ari Rosenberg outlined some reasons why an exchange may not be of value to a premium publisher. The points were accurate and well-reasoned. They did not, however, cover all the potential opportunities that exchanges offer. As a counterpoint, here are some concepts that may provide value from a premium publisher standpoint.
Almost all purchases are driven by three concepts. In no particular order, these three are price, quality, and ease of use. From the start, it’s evident exchanges are designed to fulfill at least one of these concepts, ease of use. But if ease of use is the primary reason purchasers become return customers, it doesn’t necessarily imply better pricing and it certainly doesn’t assure quality.
