Unique Approach to Targeting Offers Higher Yield for Publishers, Better Results for Advertisers, New Revenue Model for Technology Providers
SAN FRANCISCO, April 10 /PRNewswire/ -- AdBrite, The Internet's Ad Marketplace, today announced the launch of Open Targeting Exchange (OTX), an open and competitive marketplace for ad targeting technologies. AdBrite's OTX system delivers superior yield and advertiser effectiveness by leveraging multiple targeting methods and algorithms, and allowing them to compete for the right to match advertisements to publisher web pages.
"Today, each ad network is built on a single proprietary targeting algorithm," said Ignacio Fanlo, CEO of AdBrite. "With the launch of OTX, we've opened our platform to create opportunities for, and foster competition among, multiple targeting technology providers. Publishers will benefit from improving revenue yield, and advertisers will generate better results."
OTX is an integrated element of AdBrite's network, so publishers and advertisers automatically benefit from competition among targeting providers. Each time a page is viewed on an AdBrite publisher's site, OTX scans multiple eligible targeting algorithms to determine the most relevant and valuable advertisement for the given site, user, and geography.
"AdBrite's Open Targeting Exchange fills a significant void in the industry. Most large ad networks have reach but weak targeting technology, while most technology providers have great targeting but lack reach," said Ajay Sravanapudi, CEO of Lucid Media (formerly Entrieva). "AdBrite's OTX exposes over 50,000 sites to leading-edge targeting technology, and allows targeting vendors to profit from doing what they do best. We're pleased to be an OTX launch partner."
OTX empowers providers of targeting technologies to build businesses on their technologies without acquiring and managing their own base of publishers and advertisers. Technology partners determine optimal matches among publisher zones and advertisements in the AdBrite system via a real-time API. Targeting providers can set their own pricing and margins by adjusting their bids, allowing strong vendors to profit while focusing on their core strengths.
"The market is moving so quickly that it's hard to believe what worked yesterday will still work well tomorrow," continued Fanlo. "With OTX, AdBrite makes the single-algorithm model obsolete and creates a new, competitive marketplace for targeting technologies. I say, may the best algorithm win!"
OTX launches with two initial partners, Lucid Media (formerly Entrieva) and Personifi, who provide contextual matching algorithms for text ads.
AdBrite is currently reviewing applications from over a dozen additional partners, and will be expanding the program to graphical ads and other formats in the coming months. By the end of the year, AdBrite expects to have dozens of technology algorithms competing to generate the most effective results for AdBrite publishers and advertisers.
Interested partners can learn more at http://www.adbrite.com/otx, and apply via email at otxpartner@adbrite.com.
About AdBrite
AdBrite is the Internet's Ad Marketplace. The company makes it easy to buy and sell advertising online, giving advertisers and publishers more transparency and control than any other ad network. With banner and text ads, as well as innovative formats like BritePic, InVideo and Full Page Ad, AdBrite has created a simple and more effective advertising marketplace for advertisers and publishers of all sizes. In January 2008, AdBrite ads reached 85 million unique users in the U.S. (comScore).
AdBrite was founded by Philip Kaplan and Gidon Wise in 2002 and is headquartered in San Francisco, California. AdBrite is backed by venture capital firms Sequoia Capital, DAG Ventures, and Mitsui Ventures. For more information, visit http://www.adbrite.com.
Media Contact:
Paul Levine
650-740-4735
plevine@adbrite.com
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