A group of Web advertising and interactive industry veterans in San Francisco
plans to launch Adauction.com, described as a “value-
priced online ad auction channel for media buyers to purchase discounted ad
inventory and reach targeted audiences.”
San Francisco-based Adauction.com also will provide Internet publishers a
complementary sales channel offering real-time, opportunistic buys at the end
of each month. The first inaugural online ad auction is scheduled for
February 19.
Adauction.com said it differs from other online media buying services oriented
toward blind-buy, run-of-network, or direct sales systems. Offering an open,
automated transaction platform and powerful ad serving and reporting, the
company said it will schedule ad flights on a monthly cycle to optimize online
campaign management.
Adauction.com also allows media buyers the choice to purchase single or
bundled Web sites within content categories.
“We’re rebooting the online ad auction market [Adbot filed for bankruptcy
after its founder came up on SEC charges] which has overpromised and
underdelivered on quality, discounted advertising that benefits both Web
publishers and media buyers,” said David Wamsley, founder, president and
CEO of Adauction.com.
“Our approach is to steadily build rich content categories that
offer a choice of opportunistic buys on leading, branded Web sites without
compromising higher CPM rates that publishers earn with up-front buys. The
difference concerns the perishable nature of online ad inventory and the value
of providing a short buy/delivery cycle.”
The company said it partnered with more than 30 Web publishers and 25
media buyers, and plans to offer over 30 million ad impressions in the first
auction.
Content categories include: Finance and Investing, Travel, Computers and
Technology, Music and Entertainment, Ethnic Interests, College, Search and
Directory, as well as Chat and Community, Women’s Interests, and Small
Business.
Following the auction, buyers and sellers can access a suite of accurate,
password-protected reporting and analysis services online. Within seven to 10
days, Adauction.com’s customer service department will work with the winner to
schedule and monitor ad flights, as well as insert the creative for ad
impressions to be delivered the following month.
The Adauction.com media buying platform is based on technology developed by
San Francisco-based Moai Technologies Inc., a provider of
business-to-business, enterprise-level software applications for electronic
commerce.
Wamsley was part of the founding management team at BigBook Inc., where he
headed online advertising sales.
Media buyers can enroll for Adauction.com by registering on the company’s Web
site.
