Direct Media Exchange to be discontinued
I’ve just received an e-mail presenting that DMX will be discontinued by Yahoo after 31st of January 2010. This is not exactly good news as I have enjoyed the services of DMX.
I’ve been using DMX to serve about 1/5-1/4 of all advertising space on my network for some time now( a little over a year ). It was mainly used for remnant inventory, everything that does not get sold directly or to our first tier advertisers.
For those of you who don’t know about these exchanges, they offer the value added benefit of optimizing “on-the-fly” which advertiser will serve the ad at any time T. It uses a bidding algorithm, simply the highest bidder from the group delivers the ad. A very nice and efficient idea, clearly this is a heading for the future of display advertising. We all need and want to squeeze that extra cent out of our business.
I am afraid that some of the ad companies that have based their business on DMX will face some serious trouble. I plan on ending my relations with most of these companies sometime this month.
Totally unrelated, while writing this mini-article, one of my servers crashed briefly. It was one of the big ones: 8 cores, 16 GB RAM, 1000mbps uplink, velociraptor HDDs. A jewel. Within one minute, my e-mail started buzzing, one of my colleagues was all over on GTalk, my telephone started receiving SMSes. Talk about being connected.
