White Paper: Disintermediation of Online Display Advertising

Posted by Darren on Mar 8, 2009 • (Comments)

I spent much of 2007/08 exploring the world of online ad exchanges and data.  If you are a regular follower of this blog, you were with me for much of the journey as I wrote quite a bit about it.  After digging deep in the industry, I wanted to put together a White Paper that outlines where we have come from, where we currently are, and where we are heading.

The first part of the paper is a primer (101) on online advertising and the rest of it talks about ad networks and exchanges.  I went through multiple titles for this paper but settled on “Disintermediation of Online Display Advertising.”  The “disintermediation” part comes from the power shifting from ad networks to the large ad agencies and brands themselves.    Why/how this happens is talked about in the document.

Link to PDF: Disintermediation of Online Display Advertising

A follow up to this post/document will be to talk about the data portion of this industry and the current differences in the providers.  Stay tuned.  I’ll be posting a bunch on Twitter (@dherman76) about this.

For those people who want to learn more about this industry, I have written quite a few of the names of companies participating in no particular order:

Tagged as , , , , , , , , , , , , , + Categorized as Advertising & Marketing, Internet & Web X.0
  • Good stuff Darren. Thanks for posting - the coming years are going to be very interesting. Looking forward to seeing your follow-ups.
  • Lee F
    Good stuff Darren. Exciting things ahead!
  • thank you for sharing your paper Darren. Services such as the Rubicon Project or Yieldbuild are taking everything to the next level I think. At the moment they are still in early childhoods and I hear from people that they make less money than they did before if they use them.
  • Thanks for posting this, Darren. A great and well argued overview of how the industry is changing.
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