AdBrite Network Adopts Auction Model
AdBrite has grown to a network encompassing 28,000
publishers and brand marketers including ESPN, Estee Lauder, Skechers
and Sports Illustrated.
monthly audience for its ads has rocketed
from 7 million unique visitors to 62 million as of September, according
to comScore Media Metrix data.(By comparison, the ad network with the
largest reach, advertising.com, had 145 million visitors in September.)
しかし、今後スケーラブルに成長するためにということで：
In response to rapid growth, AdBrite is now adopting an auction-based model for its automated ad network that allows advertisers to bid on a per-impression basis for ads that can be targeted by criteria including keywords, geography, demographics, content channel and site quality. For now, the ad formats are limited to text, banners and interstitials, but AdBrite plans to add video ads in the coming weeks and eventually mobile ads.
One of AdBrite's underlying conceits is to allow brand advertisers to tap into the "long tail" of smaller sites and blogs that they might otherwise overlook. At the same time, publishers gain the ability to better monetize their online real estate. "AdBrite 2.0 is all about extracting a site's brand value," said Fanlo.
AdBrite isn't the only online exchange trying to bring greater efficiency to Internet advertising. Right Media, which recently received a $45 million venture investment led by Yahoo, operates an online ad marketplace that allows publishers and ad networks to auction unsold inventory to the highest bidder. It involves about 60 ad networks representing 8,000 publishers and 3,000 advertisers.
But Fanlo said AdBrite--which he expects to have revenue of about $20
million this year--is more focused on working directly with publishers
and advertisers rather than ad networks.
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