Andrew Casale runs Casale Media, which amongst other things provides a
premium ad exchange - and incidentally is a great guy.
This year has seen various SSPs arguing for hidden fees and so-called
"dynamic prices" which basically consist of charging you extra
anytime you increase your bid above the floor price. I have written about this before,
and no doubt will continue to do so.
It is therefore delightful to see Andrew, who runs a premium ad exchange
with very well performing inventory, make clear that he believes this is a
really bad thing for the industry - and not just for advertisers, but bad for businesses like his that represent
inventory.
Andew's piece is here:
http://the-makegood.com/2012/08/09/are-you-bidding-against-another-buyer-or-yourself/
I am hopeful that when even the SSPs are starting to publicly push back
against these "dynamic prices" that we are starting to see the tide turn. It does seem extraordinary that anyone thinks these mechanisms will do anything other than drive bidded prices lower.
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