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BizReport : Advertising archives : March 03, 2008

First automated ad network turned on

In what could be an online first, a fully automated ad network has been launched that blends multiple targeting and pricing approaches to best place ads and maximize ROI.

by Helen Leggatt

turn%20logo.gifTurn Inc. has launched an ad network with a difference – the Turn Smart Market. It automatically selects where an ad should be placed based on such factors as user information, site analysis, content and past performance.

As well as combining various targeting methods, the online ad marketplace handles multiple pricing options including CPA, CPC and CPM.

Turn’s machine learning platform “predicts” which ad and pricing combination will generate the most revenue for advertisers and relevancy for consumers. While advertisers retain the ability to exclude publisher sites of their choice and fine-tune campaigns based on feedback and response analysis, they have little control over where their ads will appear.

Jim Barnett, CEO of Turn, said that today's announcement "demonstrates that the underlying technologies driving Turn—automatic targeting, machine learning, and goal-driven auction pricing—are rock solid".

“Turn has achieved the critical mass that our unique technology needs in order to ensure market leading performance. We’re now ready to scale our market with an even broader group of advertisers and publishers," he added.

Tags: advertising network, advertising revenue, automated ad network, behavioral targeting, CPA, CPC, CPM, ROI

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