Technorati Media has announced a partnership with AppNexus to create their own ad exchange. This follows the path of NBC, CBS and IDG who want ads appropriate to their audience served in real time but want to retain their own pricing and data.

“The entire ecosystem is changing,” explained Technorati CEO Richard Jalichandra. “There is a desire among clients to buy quality inventory in an automated way.”

AppNexus will provide ad serving, analytics and yield management and lets Technorati dodge having to share as much of 20 percent of their revenue with a company like like Google or Microsoft. There is a strong case to be made that publishers don t need middle man, said AppNexus CEO Brian O’Kelley. We re just the technology layer. It s truly Technorati s exchange.

Source: AdWeek {link no longer active}