The private ad exchange network is not new. Google, Facebook, Bing,
etc., has this service. Those websites only allow approved advertisers
to post ads in a very controlled environment.
Most
recently large well known media outlets, WSJ, New York Times, Gannett,
Conde Nast, i.e., have established private networks. Primary reasons are
control quality of advertisers across their outlets, keep bulk of ad
revenue and control data collected from visitors and advertisers.
Private
ad exchange networks will work for a network of retailers, service
providers and other type businesses in a given market. Even if
competitors participate.
The goal is to keep shoppers
or buyers within the group. Sort of like a mall but without the walls.
Referrals are the best form of generating new business and keeping
existing customers because the recipient of a referral place some trust
in the referrer and in most cases will try the business and or service
referred.
Networking is another concept that's been
around for a long time. Members are selected by other members and
usually only one business per category is permitted. They all meet
regularly with each member given time to present their products and/or
services. Each member is required to refer other member services.
First
the Internet upset the norm for how businesses conduct business and
advertise. But now wireless technology has gone way beyond the Internet
and has drastically changed business, advertising, shopping and buying.
Technology
has finally made the private ad exchange network a viable source of new
business, income, revenue, market penetration, real time data, sales,
promotions, customer reviews and advertising for any business.
