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Do ad networks have a future in an exchange-enabled world?
With both an ad exchange and a network in its portfolio, Microsoft Advertising is particularly interested in the answer to this question. In this three part series hear how Microsoft, while bringing its Advertising Exchange to market, is simultaneously evolving its Media Network to capitalize on the changing dynamics of an RTB-enabled ecosystem. Click here for Part 1
Part 2: Microsoft’s Evolution of the Media Network
At Microsoft, we believe firmly that ad networks will continue to have a place, though for traditional networks, adaptation is a must. This channel has proven incredibly resilient over the years, so we have faith that many networks will find a way to not only survive, but thrive in the new environment; others, however, will have challenges that they can’t overcome.
The evolution of our Network product offering over the past year or so provides a lot of insight into how we are answering this question. We remain singularly focused on helping marketers reach their audience and achieve specific outcomes at scale. Increasingly, to do this ad networks need to leverage some unique piece of data or technology. At Microsoft, we have several unique offerings that aren’t easily replicated, and only get better in an exchange-enabled environment that can help them scale. Here is a small sampling:
Custom Database Targeting
CPG Online Effect
These are examples of the direction that we are heading in with the Microsoft Media Network. There is an emphasis on unique data, and on the hard problems that aren’t easily solved by any old ad network.
Check in tomorrow to hear how our Exchange allows marketers to take advantage of unique solutions provided by other networks, while maintaining access to Microsoft’s premium inventory.
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Follow us on Twitter @MSAdvertising | Find us on Facebook and YouTube | Share your thoughts in the Forums | Subscribe