Patrick McCarthy

Questions About Ad Exchanges

In a recent post I talked about a post on the YPN Blog about questions people should ask ad exchanges before working with them.

Jordan Mitchell left a good comment with some questions that I thought deserved responses in a post. He starts off with:

But outside the *theory*, are the concrete benefits really there yet, or is the exchange model dealing with some basic issues?

I think ad exchanges do still have basic issues, but what business model doesn’t? Paid search still has some…