ADSDAQ Exchange

ADSDAQ Exchange

AUDIENCE

ADSDAQ Ad Exchange has more than 93 million U.S. visitors and more than 50% reach of the U.S. as of February 2008, according to comScore. In March 2008, the exchange expanded to include the U.K. audience.

TARGETING

Contextual, behavioral, demographic, geo-targeting and dayparting

AD UNITS

Standard IAB graphical, text and rich media ad units, including in-banner video ads from Point Roll, Eyeblaster and Eyewonder

PRICING

ADSDAQ Exchange's premium inventory is priced on a CPM, CPC or CPA basis to provide the maximum flexibility to ADSDAQ exchange members.

CAMPAIGN MANAGEMENT

The ADSDAQ Exchange works with all major ad management platforms, including Accipiter, Atlas OAS, DoubleClick's DART, FastClick, Google and others. A self-service advertiser solution will be available in 2008.

CONTACT

Robert Daniel
ContextWeb Inc.
Senior VP-Sales & Publisher Development
917-408-6354
rdaniel@contextweb.com

Ross Caveille ContextWeb Inc.
U.K. Country Manager
44-020-3178-6470
rcaveille@adsdaq.co.uk

Spencer Lee
ContextWeb Inc.
Director-Sales, Central & Western Regions
800-419-8945
slee@contextweb.com

John Ruvolo
ContextWeb Inc.
Director-Sales, Eastern Region
917-408-6305
jruvolo@contextweb.com

ADSDAQ Exchange Agency Trading Desk
Jay Sears
ContextWeb Inc.
Senior VP-Strategic Products & Business Development
917-408-6300
jsears@contextweb.com

Where both publishers and advertisers have complete control

The ADSDAQ Exchange enables publishers to set the prices they want by directing premium inventory into the exchange while sending unsold inventory to other ad networks or exchanges.

Advertisers control their ad placement on a page-by-page basis, which allows them to show their ads exactly where they want, at the price they want to pay.

Providing placement and pricing control to both publishers and advertisers allows the ADSDAQ Exchange to be a truly open exchange for buyers and sellers of all sizes. The ADSDAQ Exchange real-time contextual technology puts ads into context on pages of content the reader cares about, producing much higher advertising effectiveness.1

What exactly is contextual advertising?
Contextual advertising refers to an ad placed on a Web page adjacent to related Web content. Advertisers can choose specific target content (e.g., auto reviews), keywords (e.g., Toyota) or categories of content (e.g., auto) on a Web page.

What makes ADSDAQ different from other ad exchanges?
There are two key differences:

  • First, our ability to target ads at the page level, in the particular context desired by the advertiser or agency. This gives advertisers and agencies confidence that their ads will appear in brand-safe environments.
  • Second, we allow ADSDAQ Exchange publishers to control their own pricing. This gives advertisers the opportunity to get premium positions for their ads.
What makes the ADSDAQ Exchange different from a network?
The ADSDAQ Exchange is made up of thousands of top-quality Web sites of all sizes, as well as advertisers and agencies. The ADSDAQ Exchange allows control on both sides. Advertisers control their bid prices and sellers control their asking prices. Most networks sell inventory to an advertiser and give a percentage of that revenue to the publisher. While networks are in the business of "doing" the deal, the ADSDAQ Exchange is in the business of "facilitating" the deal.

The real-time contextual technology that powers the ADSDAQ Exchange provides advertisers with the quality of a site-specific buy and the reach of a network, all within a brand-safe environment.

Why is the ADSDAQ Exchange a brand-safe environment?
Page-level targeting
Advertising that runs on the ADSDAQ Exchange runs on specific pages of content versus anywhere on a Web site (site-specific), which ensures that the advertiser\'s messages will appear in a relevant and desirable environment.

Keyword targeting
Allowing advertisers to select specific keywords ensures that their ads will appear exactly where they want them and not where they don't.


ADVERTISERS AND PUBLISHERS
The ADSDAQ Exchange does business with more than 400 brand advertisers each month. Ad agencies of all sizes, including each of the top 10 marketing organizations in the world, run campaigns on the exchange.

The ADSDAQ Exchange is made up of more than 5,000 high-quality Web sites of all sizes and subjects. There are 22 major content categories (such as autos, finance and money, health and medicine, food and drink, sports) and more than 386 subcategories.


1OTX Research, February 2008 (Vendor Summary).

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