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IDG, publisher of technology titles such as Computerworld, Macworld and PCWorld, has formed its own private advertising exchange consisting of 450 tech-focused websites into which a select group of advertisers will be able to buy advertising. The private exchange, called TechMediaExchange.com, will launch in February and represent 90 million unique viewers and a billion impressions.
"We don't want just anybody to be a part of this," said Peter Longo, CEO of IDG's Networks division. "We want this to be a vetted group of sites that are truly focused on technology -- quality sites that advertisers want to be against."