‘Is online advertising soon going to look like Wall Street?’ – ‘Econsultancy’ Blog
Patricio Robles says, “In the wake of the Great Recession of 2008, Wall Street’s reputation took a big hit, but the online advertising market could soon find itself functioning a lot like a Wall Street trading desk.
As Alexandra Bruell details in an AdAge piece, a number of adtech upstarts are working to build futures markets in which media buyers and sellers transact for future inventory.
She explains:
As with crude oil and corn, a futures market for digital media would invite industry players and financiers to bet, through online exchanges, on the future price of media inventory“.
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