Nexchange similarly swallows the issue of audience sustenance. For its customized service, Nexchange receives 20 percent commission. Much like ePod, the company partners with both advertisers and e-publishers to structure marketing to enhance buying and content goals. Its publishing clients are often concerned with the aesthetics of sponsors' digital ads, whereas sponsors are interested in getting more bang for their bucks. Since Nexchange's Web marketing tools allow for greater flexibility in keeping users, while supplying them with sponsors' products, the company has become a kind of technology moderator, not only overseeing digital file exchange between interested parties, but doing so with standards specific to each case.
Of course, the bigger question is whether any of these new marketing strategies will actually encourage greater selling for advertisers while building momentum for non-traditional publishing and e-commerce portals. According to Nexchange reports, customized services accounted for more than 25 percent of online traffic, wherein five to eight percent of those users purchased products based on the customized marketing blitz. And while the number may seem feeble compared to overall buying habits throughout the U.S., online buying is generally a lesser market. Nexchange's statistics are actually twice the industry average for online buying in total.
Will the latest tools inspire more faith in Web buying? Greater profit for e-publishers? And satisfaction among advertisers? It's too soon to tell, but the future of online advertising depends on it.
-Natalie Hope McDonald