With a new $4.5 million investment, AdFusion, the latest entrant into the
effort to bring ad buying and selling online, on Monday declared its
intention to compete in the crowded field.
Investors in this first round of financing include BCI Partners, the chairman of Candle Corp., and other strategic
investors.
AdFusion is in the process of developing its marketplace, and has not yet
launched.
The company, like OneMediaPlace,
AdOutlet.com, BuyMedia.com, and BroadcastSpots.com, aims to make
the process of buying and selling traditional advertising easier and more
efficient. Other players are concentrating solely on Internet advertising.
AdFusion’s application is designed to emulate the current negotiation
process between agencies and media sellers, but eliminate phone, fax and
paper.
“Adfusion will bring together advertising planners and buyers of traditional
media with media sellers in an unprecedented way,” said Gary Seehoff,
chairman and co-founder of Adfusion.