Could Ad Exchanges Reform The Display Market?

Why are Google, Yahoo and Microsoft putting money and resources behind online ad exchanges? Yahoo recently purchased Right Media, while Google, pending approval, will acquire DoubleClick, which announced it would offer its own ad exchange shortly before the Google deal. By bringing together a lot of sellers--which means bigger targeted audiences--exchanges believe they can help advertisers and publishers get better returns from non-premium inventory. Advertisers also like the transparent pricing and the neutral, Nasdaq-like approach to selling. More ...