http://chasnote.com/2006/04/16/jeff-jarvis-more-on-the-open-ad-marketplace/ Metrics, successes & flaming disasters in digital marketing Thu, 18 Mar 2010 01:55:44 -0400 http://wordpress.org/?v=2.8.4 hourly 1 http://chasnote.com/2006/04/16/jeff-jarvis-more-on-the-open-ad-marketplace/comment-page-1/#comment-24709 The Role for Humans In Digital Marketing at ChasNote Fri, 09 Feb 2007 18:55:45 +0000 http://chasnote.com/?p=133#comment-24709 [...] “Smarter minds than mine (BuzzMachine’s Jeff Jarvis on frictionless ‘open ad marketplaces,’ and Google’s Eric Schmidt on his preference for targeted ad bots over targeted ad salespeople) have argued that algorithms and auctions will create market efficiency for advertisers and publishers, and with market efficiency, a kind of ‘perfect’ ad pricing that recognizes value more intelligently. Especially for small, quality independent publications that are left out on the ad-budget sidelines today because they don’t have the resources to take media buyers out to expensive restaurants, perfect pricing will mean increased revenues.” [...] [...] “Smarter minds than mine (BuzzMachine’s Jeff Jarvis on frictionless ‘open ad marketplaces,’ and Google’s Eric Schmidt on his preference for targeted ad bots over targeted ad salespeople) have argued that algorithms and auctions will create market efficiency for advertisers and publishers, and with market efficiency, a kind of ‘perfect’ ad pricing that recognizes value more intelligently. Especially for small, quality independent publications that are left out on the ad-budget sidelines today because they don’t have the resources to take media buyers out to expensive restaurants, perfect pricing will mean increased revenues.” [...]

]]> http://chasnote.com/2006/04/16/jeff-jarvis-more-on-the-open-ad-marketplace/comment-page-1/#comment-39 BuzzMachine » Blog Archive » Open ad marketplace, continued Thu, 20 Apr 2006 14:14:16 +0000 http://chasnote.com/?p=133#comment-39 [...] Pat McCarthy replies to Chas Edwards’ questions about value in an open ad marketplace: Just because an open ad marketplace is “frictionless”, doesn’t mean these same advertisers couldn’t find these same high quality publishers and advertise on their inventory. The value of an auction is that it bids the value of inventory up. If Fred Wilson’s blog advertising was available in an open marketplace, he could still get a premium for his inventory, and only accept advertisers he wanted to work with. [...] [...] Pat McCarthy replies to Chas Edwards’ questions about value in an open ad marketplace: Just because an open ad marketplace is “frictionless”, doesn’t mean these same advertisers couldn’t find these same high quality publishers and advertise on their inventory. The value of an auction is that it bids the value of inventory up. If Fred Wilson’s blog advertising was available in an open marketplace, he could still get a premium for his inventory, and only accept advertisers he wanted to work with. [...]

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