With respect to your final point, I am sure we can agree that every advertiser and agency will have to determine what is right for it given unique needs and challenges. From our perspective, having direct access and control over the buying and optimization process is a highly worthwhile endeavor – this was an opportunity that didn’t exist to us before and we anticipate taking full advantage of it now that it is.

Ad exchanges are usually blind, because publishers do not want people to know that they can get their traffic on an exchange for less than going directly to them.

I say – Let networks do the work of optimizing your campaigns to your liking or terminate the media buy if it does not meet your back end goals(include a 48hr out). If it is a branding campaign, I think the networks must provide full site list of where the campaign is run, or not run at all.

However, you can absolutely argue that there is increased price transparency between buyer and seller in the exchange environments. In the exchanges, both parties know what price is being paid for the media being sold/purchased, which is not the case in the traditional network model.

It’s also the case that by taking the reins on the buying decisions by buying directly in exchanges we the buyers will have much more visibility into performance – by seeing and knowing what’s working and what’s not, we can make repeatable decisions on what to buy next and at what price.

“Expansion will also come in the form of Ad
Exchanges like Right Media, DoubleClick and
AdECN, which are newer open markets for online
ad inventory that increase buying efficiency
by delivering unprecedented transparency in
the process. ”

Right Media and AdEcn transparent?

“Expansion will also come in the form of Ad
Exchanges like Right Media, DoubleClick and
AdECN, which are newer open markets for online
ad inventory that increase buying efficiency
by delivering unprecedented transparency in
the process.”

Right Media or AdEcn transparent ??