Thu Jul, 2011 by Derek Mehraban
Google is working on an exchange — akin to other exchanges such as health insurance, etc. — for web-data. The set-up is simple, it’s the devil that is in the details. Internet users, advertising viewers, would be divided into groups and then cookies for certain data segments would be placed in browsers of those users. So a user from Texas would be given a Texas cookie, a cookie for their various demographic settings, as well as cookies for other segments, such as CNN viewer and ad naseum. Advertisers would then purchase access to certain cookies. The goal is to have a better ROI as advertisers would be able to choose highly targeted groups and then advertise only to those cookie holders.
Once this exchange becomes operational it should radical transform advertising publishing. The digital agency will no longer be at the mercy of ad servers serving up ads and hoping they are pertinent. The digital agency will then have direct control over whom to target to as well as a specific price model for particular targets.