Are Mobile Private Exchanges for Real?

Since being introduced in 2010, the private exchange model has proved pretty intriguing online, but will it woo marketers and pubs on the mobile front, especially when targeting and tracking aren’t so easy? Also, is a mobile private exchange really scalable?

AdExchanger’s John Ebbert gathered a smart bunch together to chat about the issue from the marketingangle, but there’s plenty to be gleaned from a publisher’s perspective. In a space where inventory is expanding exponentially, mobile private exchanges enable marketers to reach audiences in premium environments – in theory. The actual execution is a lot trickier and definitely still in the experimental phase.

There are some very interesting quotes – “[W]e think there is a huge opportunity for publishers in the ‘consortium’ model, in which multiple publishers pool their inventory under one private exchange,” says Scott Spencer, Google Product Management Director. “This will offer marketers a new level of scale for their buying efforts while enabling sellers to capture new spends."