Reactions: Mobile Private Exchange & Beyond
The last 30 days have been interesting for us here at Nexage in great part due to how to market has responded to our Nexage Private Exchange announcement and Ernie's article on Why 2012 is the Year of Mobile Advertising. We received a significant response in terms of direct comments, tweets, likes, and calls for both—truly a nice outcome.
But patting one's back only gets one a sore arm (and if successful, a sore back). So we asked why these pieces caused such a significant response?
Here's what we learned: the market has been seeking proof points that mobile advertising is neither flighty, fragile, or flimsy; instead mobile advertising is rapidly becoming an efficient and highly liquid market underpinned by a reliable, powerful infrastructure...that creates value across the ecosystem of publishers, buyers, agencies, and advertisers. The announcement and article sent a strong signal that mobile advertising is rapidly maturing so that it can meet its amazing potential and, more to the point, so that business leaders have the confidence and clarity to increase investment.
The marketplace of ideas is now shifting from a somewhat shrill tone—either asserting that mobile has already fully arrived (exuberance) or mobile can never meet its potential (skepticism)—to a more constructive tone of identifying and analyzing the build blocks that will shape the market, as evidenced by these recent articles in DIGIDAY and AdExchanger. Surely there is work to be done and, indeed, there is the appropriate focus not on just the sizzle of the acronym, but on the blocking and tackling of ensuring the technology works. And 2012 marks a key turning point for mobile advertising as we shift from hype to productivity.
Amen to that.