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IDG Launching Private Ad Exchange

12:22 pm on Jan 13, 2011 (gmt 0)

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IDG Launching Private Ad Exchange [adage.com]
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."

8:44 pm on Jan 13, 2011 (gmt 0)

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goood goooood goooood idea. Control message, exposure, clients and of course, set your own rates. THe new model?
9:55 pm on Jan 13, 2011 (gmt 0)

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Indeed a very good business move. But what I don't understand in these specialty ad networks is, do all the participating sites opt-out of contextual networks like AdSense? Because if they still do run AdSense, then why would the advertiser go through the new (and probably more expensive) ad network? Or maybe it is all about the placement of where the ads are on the site, maybe the new network has the top spots?
10:07 pm on Jan 13, 2011 (gmt 0)

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I see now :)
8:09 pm on Jan 17, 2011 (gmt 0)

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I think you'll see a lot of companies start moving in this direction, especially in retail verticals that are poorly served by existing ad networks and exchanges.