The changing online landscape


New York Times technology reporter Saul Hansell noted that the title of the MIXX 2.7 panel he moderated, "The Changing Landscape," sounded like a bit of conference boilerplate, but that considering the recent changes in the world of online advertising, the title was right on the money. Top executives from 24/7 Real Media, Doubleclick, Atlas and Right Media were on hand to discuss the consequences of the recent acquisitions in the online advertising world. Right out of the gate, Hansell brought up the sticky issue of regulatory approval for the proposed acquisition of ad serving firm DoubleClick by Google. Not surprisingly, DoubleClick CEO David Rosenblatt said there was little to worry about, either from an anti-competitive standpoint or in terms of user privacy.

The development of an advertising exchange got a lot of attention. Michael Walrath, founder and CEO of Right Media, which was recently acquired by Yahoo!, was optimistic that a transparent advertising exchange would prevent conflicts of interest between the ad serving and ad selling functions of companies like Yahoo!, Google and Microsoft, which supply both ad serving and inventory. David Moore, chairman & CEO of 24/7 Real Media, which was recently acquired by advertising holding company WPP Group, was not convinced, noting that there was the possibility that a "single winner" could emerge from competition among advertising exchanges. Check out the IAB Live MIXX Blog for pictures and more on this event.

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