May 28, 2008

AdBrite Launches Network Partnership Program

To drive increased liquidity in the marketplace, ad exchange AdBrite has launched a network partnership program, including a dozen online ad networks such as AOL's and CPX Interactive.

As the buying of media increasingly becomes a commodity business, AdBrite's program allows ad networks to supply ads and site inventory directly into its marketplace to encourage the matching of advertiser demand with publisher supply.

"Network partnerships make sense," explained AdBrite CEO Ignacio Fanlo, as the company is "committed to scale and efficiency."

Partners pay auction-determined prices for ads, while those bringing sites into the network participate in a revenue-sharing arrangement with AdBrite.

AdBrite is one of several ad exchanges--including Yahoo's Right Media Exchange, ContexWeb's ADSDAQ, Traffiq, and AdECN--looking to help agencies maintain a basic level of ad targeting quality and effectiveness at reduced costs.

While exchanges continue to gain traction, however, the model faces increasing competition from Google as it increases its stranglehold on automated ad sales with the acquisition of DoubleClick.

Founded in 2002, the San-Francisco-based AdBrite is backed by venture capital firms Sequoia Capital, DAG Ventures, and Mitsui Ventures.

Today, AdBrite is one of the Web's largest ad networks, presently serving ads on nearly 1 billion pages daily across a network of some 50,000 sites. In January, its ads reached 85 million unique U.S. users, according to comScore.



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