For emerging ad exchange NYIAX, it’s back to the future

There are a variety of ways to solve the ad tech transparency problem. But, for a new ad exchange, it comes down to combining an old solution with a new one.

The exchange, called the New York Interactive Advertising Exchange or NYIAX, has been in a pilot phase since February and expects to be open for business by the end of this year.

The old-style solution it employs: future guaranteed contracts for ad inventory or targeted impressions — essentially, an insertion order for some point later. NYIAX Chief Product and Technology Officer Richard Bush told me that, to his knowledge, NYIAX is the first exchange to specifically provide a marketplace for future ad contracts at guaranteed prices, a throwback in this age of ad decisioning and servicing that happens in a fraction of a second.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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