Adify's Kaufman Dishes on Displacement of Networks

Posted by Bryan Sise on 10 March 2009 | 0 Comments

"Will ad exchanges eventually displace ad networks?" A recent Adotas article covers a discussion of that question with Joelle Gropper Kaufman, SVP Marketing & Corporate Partnerships at Adify. The takeaway: exchanges may very well displace undifferentiated horizontal networks in the future. But media buyers aren't dumb: they'll continue to see how exchanges aren't a viable substitute for vertical networks that add value with their brand and their expert content curation.