AdBrite Launches Open Targeting Exchange (OTX), Creating Competitive Marketplace...

AdBrite Launches Open Targeting Exchange (OTX), Creating Competitive
Marketplace for Ad Targeting Technologies
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

SOURCE AdBrite

Paul Levine of AdBrite, +1-650-740-4735, plevine@adbrite.com