Leftover Ad Space? Exchanges Handle the Remnants
Joe Zawadzki’s traders spend their days in front of two computer screens, feeding their systems with data and trying to perfect their trading algorithms.
But they are not analyzing stocks. They are analyzing advertising.
What they are measuring is activity on advertising exchanges, where companies bid to place their online ads on space provided by publishers. As advertising exchanges gain popularity — Yahoo, Google and Microsoft have all moved into this arena recently — Madison Avenue is borrowing tactics from Wall Street.
It is reminding some observers of what happened when technology came to the stock exchange, including the arrival of trading advisers like Mr. Zawadzki’s firm, MediaMath, that are running numbers and promising to offer sophisticated financial instruments.
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