Looks like the advertising industry B2B exchange business is about to get
even more crowded, as AdExchange.com this week declared its
intentions to launch in June, trumpeting its big-name backers — idealab! Capital Partners, Palomar Ventures and TD Capital.
In recent weeks, the number of players stepping up to compete in this space
has grown dramatically. AdAuction.com is re-branding itself as
One Media Place, and is reported
to be taking an investment from or being acquired by powerhouse holding
company CMGI. AdOutlet.com recently scored $25 million
in venture financing. A group of ad industry veterans, with backing from a
McCann-Erickson Worldwide firm, have
announced plans to launch Media
Market Makers. And a host of other players aim to be contenders in the
space, as well.
AdExchange.com plans to start by offering the buying and selling of online
media, then expand to television, print, radio, and outdoor advertising.
In such a crowded field, this new venture is touting its technology, built
in partnership with Computer Sciences Corp., as a differentiating factor.
“Current industry offerings tend to devalue online advertising and do not
fully serve the needs of the buyers and sellers leading the market,” says
Paul Grand, chief executive officer of AdExchange.com.
“AdExchange was built from the ground up to be a solution that can achieve
the phenomenal growth predicted, while preserving the value of the media
and the relationships between buyers and sellers.”
Grand co-founded Digital Planet,
which was bought by iXL, and founded
NetCount, an Internet advertising measurement firm, which was acquired by
Internet Profiles Corp.
AdExchange.com co-founder Kent Valandra, who is executive vice president of
business development, was executive vice president and general manager of
new media at Western Media before joining the new venture.
