Adbrite launches marketplace for ad-targeting technologies

AdBrite is pickings a unique approach to online ad arrangement with the launch of its new Open Targeting Exchange (OTX), a competitive marketplace for algorithmic rule and ad targeting technologies.

alternatively of using a single algorithm to determine which ad should appear on which site, AdBrite will now use OTX to let different providers compete. The new service allows those supplier to bid in real time for the right to place AdBrite's inventory.

"We unmasking our pages and ads and user profiles to our targeting partners, and they come back to us with what ads best match a given user and pageview," said AdBrite VP selling Paul Levine. "We allow them to set their own border, so they can get jolly aggressive and have a real net income motive."

OTX will be integrated seamlessly into AdBrite's network, said Levine, so the passage will not perceptibly impact functionality for advertisers or publishers. The company is banking that it will mean higher revenues for both, nevertheless.

The service debuts with two launch partners, ad web Lucid Media (once Entrieva) and Personifi, a firm that provides ad targeting and optimisation. Ajay Sravanapudi, CEO of Lucid Media, characterized OTX as a solution to the gulf between networks and targeting technologies.

"Most large ad networks have reach but weak targeting technology, while most engineering providers have great targeting but lack reach," he said; hence, OTX would help advertisers and publishers get the best of both human race.

AdBrite is presently reviewing applications from about two dozen other potentiality partners and plans to have several more on board in approach weeks, said Levine,

"Why tie yourself to one algorithmic rule that may work great now but in a few years will be left buttocks?" said Levine. "As good an algorithmic rule as one company can make, it's ever better to tap into many."

This is not the first time AdBrite has taken an open approach to its network. Just last month, it signed deals with numerous other networks to sell inventory in its own marketplace. Networks such as Advertising.com, Burst Media, AdPepper Media, PrecisionClick and CPX Interactive now traffic ads with AdBrite.

AdBrite serves more than 50,000 Web sites, mostly small to mid-size, with nearly a billion page views a day, placing it fourth behind Google, Yahoo, and AOL's Advertising.com, said Levine. In January of this year, AdBrite ads reached 85 million unique users, according to the company.