Exchange Lab: Offering Ad Exchange Expertise To UK Market

With so many ad exchange offerings available for media buyers, it can often be daunting trying to figure what works and what doesn’t. Exchanges offer an excellent platform for maximising the performance of client campaigns, but without knowledge of how they work their potential is not maximised.

The US market now has a multitude of exchange experts who buy on behalf of marketers and agencies.

The UK market has been a little slower to adopt these new platforms, but agencies and advertisers are now starting to pay attention and want to leverage these technologies.

One of the more interesting companies working in the space is a London-based company, The Exchange Lab. The company wants to simplify the process of buying across exchanges, offering a consultative ad exchange service to its clients.

It works closely with digital agencies in the UK to create customised bid strategies and manage campaign across different exchange platforms - minimising the knowledge, time and resource required to effectively trade and deliver optimum results.

Many of its key staff have a wealth of experience working on the agency side, and have a strong knowledge of the exchange model. Using this in-house exchange experience, The Exchange Lab helps agencies buy ad impressions in real time on the likes of RightMedia, the Doubleclick exchange and Wunderloop.

The success of early campaigns and the growing enthusiasm for the new technology has enabled The Exchange Lab to get on the media buying schedules of some of the biggest agencies.

This expertise will no doubt attract more agencies to employ their services in the coming months as they look to get more value from their media buy.