Marco Bertozzi 13.04.2010

Today I had three meetings on the trot and each of them came from different fields – Media owner (portal), Media network / technology company and Search. Each of them had a different angle but the one thing they and indeed we had in common was that we all felt the world was changing and noone had the complete answer.

It’s exciting and anyone you talk to seems to be thinking the same, the display market does not know which way to turn, media network, DSP, Ad exchange, media agency, search company? It’s all up for grabs, so much so I think that specialist companies in the ad exchange market may have become too specific as they could invent themselves over and over and may need to.

All of this leads to an enormous amount of bullshit. Unbelievable amount of hot air, duplication of technical services, who does data best, its a minefield and unless you really get around a bit and ask a lot of questions you could be caught out by some dodgy companies and people. Spend time looking into those who approach you claiming to be experienced, specialists etc there is still more hot air than delivery in the market.

It is a great place to be right now but beware, while there is limited regulation and everyone proposing new and exciting business models you could get caught out..a lot of sensible advise and analysis can be found at www.exchangewire.com and www.adexchanger.com