quadrantONE, the joint venture ad network launched by the New York Times Co., Hearst, Tribune and Gannett formed a private ad exchange, the “Q-Exchange,” using Admeld’s technology to manage the unsold ad inventory for all four of the major media companies.
In early 2011, quadrantONE entered discussions with Admeld around the concept of creating an exchange of their own to manage how inventory for New York Times Co., Hearst, Tribune and Gannett was being sold. They no longer wished to offer their inventory through other networks, as the networks weren’t providing the best dollar return, nor did they provide the control the brand requires.
After consulting with quadrantONE about their objectives, Admeld developed a custom private ad exchange that launched in February 2011. The “Q-Exchange” allows the four major media companies to safely and transparently monetize their unsold inventory through Real Time Bidding (RTB), while maintaining control over how much ads are sold for and where they appear.
The “Q-Exchange” private exchange solution gives quadrantONE complete control over sales of their unsold inventory, reducing channel conflict and benefiting both the sell side and the buy side. quadrantONE estimates that the "Q-Exchange" will handle the sale of around 2 billion impressions a month.