How media exchanges are impacting search marketers

For those of you in media who have not yet found AdExchanger.com, you need to taking a look. The media exchanges are changing the digital landscape, and in a recent column for this site I talk specifically about how this is impacting search marketers:

The average search marketer doesn't rate display very highly. They operate in a very ROI-orientated world based on hard facts and close to 100% accountability. They see display as fluff, and place little credit on what they see as a view-thru-reliant world lacking in the same level of accountability that they are held to. But the increasing awareness of newer buying models created by the exchanges is making search marketers reassess.

Read the full article here.