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Emerging Ad Exchanges: Bidding on Banners and Beyond

Strategy and Business Models
Location: 2010 Level: Intermediate

The recent flurry of consolidation in the advertising space, including Google’s intended $3.1 billion purchase of DoubleClick, Yahoo!’s recent $680 million acquisition of ad exchange Right Media, and Microsoft’s purchases of aQuantive and ad exchange AdECN, points to the fact that the search engines are rapidly becoming a “one-stop platform” where marketers can bid on, manage, and track all of their advertising campaigns—including paid search, display and video ads, and, one day, print, TV, and radio ads.

This has great implications for companies who are leveraging the online channel to drive sales. What are these Ad Exchanges and what does advertising in a biddable marketplace mean for advertisers? Will this be just another headache in a world where advertisers already have to contend with managing thousands of keyword campaigns across separate paid search networks, hundreds of banner ads across disparate advertising networks, and the added challenge of coming up with a video and social network advertising strategy? Or could it be the answer we’re been looking for?
James Beriker, CEO of Efficient Frontier, will share with audience members:

  • Critical industry trends today affecting the way online advertising is being bought and sold.
  • How to keep your competitive advantage in the biddable marketplace.
  • Examples of how Ad Exchanges are helping today’s biggest companies deliver powerful and measurable ROI on their online advertising spend.
Photo of James Beriker

James Beriker

Efficient Frontier

Beriker is the CEO of Efficient Frontier, one of the industry’s first pay-per-click search engine marketing solutions, Beriker is an expert in search marketing and is often called upon to speak at industry events. In the past year, Beriker has presented at the Search Engine Strategies Conference and Expo, as well as Commission Junction University, the premier pay-for-performance industry event for publishers and advertisers.

Before joining Efficient Frontier, Beriker held Vice President, Senior Vice President and General Manager positions at ValueClick, one of the world’s largest providers of online marketing services through its ValueClick Media, Mediaplex, Commission Junction, and Pricerunner brands. At ValueClick, Beriker led the company’s search marketing initiatives, including its pay-per-click search platform, Search123, and its full-service search engine marketing services offering, Commission Junction Search. Beriker was the founder and CEO of Search123 until the company was acquired by ValueClick in May 2003.