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BizReport : Advertising : May 02, 2008
ADSDAQ Exchange could help publishers increase their reach
Content publishing is just the beginning of a successful online business. In order to reach more consumers, there has to be a buzz about the content and a reach into the consumer base. Enter a new offering from ContextWeb's ADSDAQ Exchange which purports to help publishers extend their reach for campaigns.
The Reach Extension Program allows publishers to use targeted reach through ADSDAQ's page-specific targeting program. This should give marketers the ability to engage in larger campaigns and attract more consumer interest. By using the platform, marketers can stop holding their ad inventory because publishers will buy through the exchange as they need to increase audience awareness.
“Publishers’ need for additional, quality content and the audiences drawn to that specific content is a growing trend in today’s marketplace,” says Shanthi Sarkar, Senior Vice President of Product Management and Operations at ContextWeb, Inc.
Here is how the platform works: publishers bid for specific inventory on the Exchange. If there is availability for the price specified, they buy it and use it in coordination with their existing inventory for a campaign.
Display advertising, though one of the oldest online advertising forms, is not slowing down. According to a recent eMarketer report, display ads will continue to grow at more than 20% per year through 2011.
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