ContextWeb’s ADSDAQ Exchange Agency Trading Desk
We have been hard at work.
This morning we announce ContextWeb’s ADSDAQ Exchange Agency Trading Desk. It’s a platform that uses ContextWeb’s real-time page level contextual engine to bring actionable insights to an advertiser’s entire media spend and investment.
For the first time, advertisers can look into a specific placement and across an entire campaign and associate performance with context. That advertiser can then BUY more inventory in the context that works and SELL only the context that is performing poorly.
The Wall Street Journal is carrying a Q&A (PDF here) on ContextWeb’s ADSDAQ Exchange Agency Trading Desk with our CEO Anand Subramanian (Marketplace, pg B2H) this morning. And I’ll see some of you at Search Engine Strategies this afternoon at 5:30pm for a discussion on Ad Exchanges.
We are pleased to have six stellar agencies participating in our invitation-only beta program including Omnicom’s OMD and WPP’s GroupM.
From the release:
NEW YORK CITY (March 19, 2008)ContextWeb, Inc., a leading contextual advertising company and operator of the ADSDAQ Exchange, today announced the ADSDAQ Exchange Agency Trading Desk-TM: a technology platform that will enable media buyers to see how their online ad campaigns are performing and - with the push of a dashboard button - buy more inventory in the better performing contextual areas and offer to sell inventory that is underperforming. The ADSDAQ Exchange Agency Trading Desk can track campaigns running outside of the ADSDAQ Exchange system, giving media agencies an efficient and effective way to track campaign performance against more than 386 contextual categories of inventory.
Nothing like Agency Trading Desk is offered by any other company in the online advertising space. Six agencies, including Omnicom’s OMD and WPP’s GroupM, are participating in the invitation-only beta program. Collectively, the beta agencies represent billions of dollars in annual online display ad spending. The ADSDAQ Exchange Agency Trading Desk will be provided at no cost to agencies participating in the ADSDAQ Exchange and provide actionable analysis of how their campaigns are performing online. As particular contextual categories (such as luxury autos, home repair, adventure travel or mutual funds) provide superior performance for any given campaign, media buyers can immediately acquire additional inventory in that category on the ADSDAQ Exchange simply by hitting the BUY button. Likewise, when other category inventory is not supporting a particular campaign, media buyers can hit the SELL button and offer the remaining inventory for sale on the ADSDAQ Exchange at a price they control.
Also, please read the March 21, 2008, MediaPost article, “Buyers Can Assess Contextual Performance And Take Action Via ADSDAQ Tool.”
-- Jay Sears
Sphere It