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BizReport : Advertising : November 23, 2010

Adconion, ADTECH tap Mpire for verification

Moving into the 2010 holiday season and then into 2011, advertising verification and optimization hub Mpire has plenty of momentum. The platform has announced their AdXpose technology will be integrated into two additional platforms, Adconion and AOL's ADTECH, giving marketers better access to campaign data and increased brand safety.

by Kristina Knight

"By empowering [ad networks] with their own technology solutions and data ownership, networks can effectively address any concerns in real-time and avoid the invasive and time consuming reconciliation process. Furthermore, the data they collect can help improve campaign performance, which can positively impact the network's revenue," said Kirby Winfield, Mpire's President and Chief Revenue Officer.

Mpire recently partnered with Adconion for verification. The reseller agreement with ADTECH is its second; Mpire has a similar agreement with ZEDO. Both the Adconion and ADTECH agreements are important for brands because of the increased verification and optimization tools available. These types of information give marketers better insight into campaign function so that campaigns can be tweaked for increased performance more quickly. The integration will also allow brands to better compete with DSPs.

"By adding AdXpose data and analytics to our toolset, we are proactively reassuring our advertisers with more transparency, more accountability, and more overall safety in their ad placement," said Alex Loeffler, Adconion's vice president of global network operations.

"Integrating AdXpose's campaign verification, optimization and brand protection solutions into ADTECH is part of our overall strategy to become the technology solution of choice...[these features] will provide ADTECH clients increased efficiency, reliability and will create incremental revenue for ADTECH as well," said Dirk Freytag, President of ADTECH and head of AOL Advertising Technologies.

Mpire's AdXpose platform verifies and optimizes campaigns to the page level.

Tags: ad networks, Adconion, ADTECH, display advertising, Mpire, online advertising

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