Platform-A Gets Into The Ad Exchange Business With ‘BidPlace’


imageWhile *Yahoo’s* Right Media and *Google’s* AdSense serve as the largest examples of online ad exchanges, AOL’s (NYSE: TWX) Platform-A wants them to make room for another one: later today, the Time Warner company will be introducing BidPlace, billed as a a self-service marketplace exchange which is set to launch during the first half of next year. In an interview with paidContent, Lynda Clarizio, Platform-A’s president, says that the exchange is being presented as a way for marketers to better manage their display campaigns. The announcement, coming on the second day of New York’s Advertising Week, also comes after months of industry reports showing that display advertising revenues have slowed considerably and the darkening economy has advertisers feeling less certain about the ad format.

Clarizio says that BidPlace is not being created to allay such fears — though she seems to feel it should help. BidPlace has been in the works for some time, Clarizio says, emphasizing it is not a reaction to anything going on in the market right now or that recent warning that Time Warner gave last week about AOL possibly missing its revenue targets due to the ad slowdown.

Excerpts from the interview with Clarizio and Eric Bosco, Platform-A’s chief product and U.S. operations officer after the jump.

Overall, BidPlace will let advertisers submit bids for CPM, CPC and CPA ads on AOL, and across certain partner sites. And naturally, it will reach across Platform-A


Shaman Leveling

“Does anyone think there is a good ROI for Internet advertising (besides Google)? ”

Only one word: Facebook. Targeted as you can get.

Shaman Leveling

"Does anyone think there is a good ROI for Internet advertising (besides Google)? "

Of course…

It's all about getting targeted traffic though…if you show someone interested in buying golf clubs on the Internet an ad about lawn mowers, it's going to be completely ignored…You've got to match the ads with the target audience and it will convert.

Joe Fredericks

BidPlace SB (as in Small Business) finally launched this past week in "beta." It appears they are not publicizing it perhaps due to AOL CEO's Randy Falco's renewed emphasis on premium inventory and the hiring of former Yahoo ad display chief, Greg Coleman.

Kai Mai

"but how do you know you that have the algorithmic intelligence to bid on the right places?”
that sounds like a broken sentense

Steve Goldner

I continue to be shocked at the investment in Internet advertising technology, programs and launches. Does anyone think there is a good ROI for Internet advertising (besides Google)? Does anyone really pay attention to Internet ads?

There are much better ways to position products/services and monetize Internet properties. It is time for a much bolder approach as opposed to the solutions provided by myopic media solution providers who continue to look at the Internet like the new TV platform. (OK, I am exaggerating quite a bit here.)

Everyone is focused on “what they do” and how to exploit “what they do” on a platform that serves masses. Everyone wants to cash in, but they are failing to address simple marketing rules we learned back in Business Administration 101 – deliver value to customers. This means a) understanding a target market of customers served; b) understanding how and why they use the Internet; and c) what can be delivered to the target market to give them incremental value that is distinguishable from what others offer.

Yes – there are other business models. Concentrate on delivering customer value and this will lead you to the holy grail. This is my approach as I work to bring a “game changing” solution to market.

If you would like to continue a discussion on this, please feel free to contact me at

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