Ten British online advertising networks have joined forces to form an online ad exchange, writes Netimperitive. Through the exchange created by the AdECN (UK) Consortium, members will be able to buy and sell inventory from a single online destination. The consortium is a not-for-profit entity created in partnership with California-based AdECN, the developer behind the […]
Ten British online advertising networks have joined forces to form an online ad exchange, writes Netimperitive. Through the exchange created by the AdECN (UK) Consortium, members will be able to buy and sell inventory from a single online destination. The consortium is a not-for-profit entity created in partnership with California-based AdECN, the developer behind the exchange technology. The exchange should streamline the process of buying and selling inventory and help ad networks to sell to the widest market at the best possible price. To sell inventory, members will list available ad spots in the exchange, specifying allowable content and a minimum price. To buy inventory, members will specify how much their advertisers want to pay for their campaign based on a range of targeting factors and can bid on a CPM, CPC, or CPA basis. When a visitor visits a webpage an automated 12 milliseconds auction will be triggered between any interested advertisers for each ad impression. AdECN remains neutral during the transaction and only retains a flat fee for acting as a clearing-house for all transactions.
The AdECN US exchange has been operating in a limited capacity for over a year and AdECN is also set to launch a Chinese exchange in partnership with Fuhu Ltd. However the launch of trading on the UK exchange in March will make it the first fully operational AdECN marketplace in the world.
From Netimperitive: http://www.netimperative.com, 05/02/2007
AdECN press release (PDF): http://adecn.themandco.com
