What's An Ad Worth?
When you examine online advertising transactions, it’s clear that each transaction has two essential elements that, in combination, are used by advertisers and publishers to determine the price of an ad:
- Attributes of the targeted audience profile – age, gender, demographic, geographic, behavioral and other characteristics.
- Attributes of the ad slot – size, length, context, time of day, location in media and other criteria.
Traditionally, these two elements have been considered by market participants as inextricably mixed into a single price. This in turn has led to significant confusion in the market as ad buyers and sellers struggled to clearly distinguish the relative value of audience and ad slot attributes – as well as the impact of each of these elements on transaction prices.
MASS Exchange offers a new, patented*, type of advertising transaction for ad buyers and sellers that allows them for the first time to conduct ad transactions with pin-point precision.
This is done by permitting exchange participants to price – separately – the audience profile element and the display space element.
We refer to these two elements as Audience Profile Access Rights (APARs) and Ad Slot Access Rights (ASARs).
At MASS Exchange, we’ve created an industry utility for ad buyers and sellers that provides the opportunity to meet efficiently, compare media value across platforms, and conduct safe and secure transaction decisions based on true market values.
*Information on this page incorporates technology protected by method claims of certain U.S. patents and other intellectual property rights owned by Managed Audience Share Solutions LLC including, but not limited to, U.S. Patent No. 8,249,925 (issued Aug. 21, 2012).