New auction model launches for online advertisers

Add another online auction model for online advertisers. This week AdBidCentral, an auction marketplace, will launch, allowing advertisers and publishers to buy and sell ads online for current and future campaigns.

by Kristina Knight

The platform has been in beta-testing mode for the past year. According to company statistics, the platform has 400 million ad impressions since May. Online hubs such as CareerBuilder.com, WhitePages.com and MyYearBook.com signed on for the beta phase.

"We consider ourselves a rolling upfront, or a futures marketplace, but not an exchange because that refers to remnant inventory," Vivek Veeraraghavan, CEO of AdBidCentral said. "Our focus is premium display advertising rather than providing a spot market for remnant inventory."

Users can buy and sell ad inventory and receive reports about the campaigns in a central location.

Reports say that the platform is similar to Yahoo's RightMedia and the AdECN platform, in the process of being purchased by Microsoft.

Advertising auction models have become more popular in the past year as both publishers and advertisers move more of their ad dollars online. By offering remnant inventory and future ad space, auction platforms can help both entities plan and process online campaigns. As more users continue to sign on to the Internet the online audience becomes more diverse.

With an ad auction model, advertisers have a better chance to reaching these different segments because they can buy ad space in a kind of piecemeal approach rather that buying only for one site or segment at a time.