Central Marketplace Established For Online Display Advertising
10 Billion Daily
Auctions Envisioned By Year End
new VC funded company, AdECN, aims to merge New York Stock Exchange
style trading liquidity with �Las Vegas� style action on its web
site. AdECN Exchange (AE) will make the buying and selling of online
display advertising more efficient, more targeted, and more
Each AE member (advertising network or broker) known as
�seat-holders� on the exchange, will act on behalf of the advertiser
or publisher in executing transactions. Publishers will place the ad
spot inventory in AE, and advertisers will specify in advance the
targeting they want and how much they are willing to pay.
When a viewer lands on a web site page owned by a publisher,
represented by a seat-holder, that triggers a single-pass auction
among all of the interested advertisers. The real-time auction is
completed in under 100 milliseconds and the advertiser who placed
the winning bid, represented by a seat-holder, purchases the ad spot
offered by the publisher.
AdECN is currently operating in a testing �stealth mode� and holding
about 800 auctions every second. By the end of the year the company
anticipates ramping up to 10 billion auctions daily...representing
10 billion display ad impressions. Toward that end, AdECN recently
closed on a Series A round financing, following its initial $2.5
million angel round last fall.