AdBrite Opens Auction Model

Online advertising network AdBrite is introducing a new advertising auction model they say will let advertisers bid on a per-impression basis. Ads can be targeted by keyword, geographic location, demographic and more.

by Kristina Knight

Publishers approve ads, change copy and have the opportunity to produce higher CPMs through the non-text formats, according to the company.

AdBrite, begun two years ago as an ad network connecting big brands like Sports Illustrated and Estee Lauder with niche websites, charges advertisers on a weekly basis rather than a per-click basis. The company has gained in popularity very quickly. Early in 2005 they had only 7 million unique visitors, but by September 2006 saw 62 million unique visitors, according to comScore. By comparison Advertising.com, the advertising network with the biggest reach, had 145 million unique visitors during the same period. AdBrite expects revenue to be in the $20 million range this year, not too shabby for the new kid on the advertising block.

"We still offer a flat rate, but we clearly think that this is the way to go since it's much more scalable and much more what advertisers want," said AdBrite CEO Iggy Fanlo (via MediaPost). "We're trying to create a complete exchange model."

So far the new ad scheme is available only for text, banner and interstitial ads; however, AdBrite plans to include video and mobile ads in the near future.

Tags: advertising network, bid placement, keyword bidding, search marketing

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