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BizReport : Advertising archives : November 02, 2007

Specific Media plans to expand beyond display ads

Online advertising network Specific Media is to expand the company’s platform to include more than just display advertising.

by Helen Leggatt

Specific Media places ads that reach 72 percent of the U.S. online audience, or around 130 million Internet users, according to comScore. In June, 2006, Specific Media received $10 million in funding.

A recent investment of $100 million, from private equity firm Francisco Partners, will enable Specific Media to expand its platform and go searching for acquisitions in the fields of online video, search and text marketing.

"We're looking at other ad formats that we can bolt on to our platform and that can leverage the large amount of behavioral data we already have," said Specific Media’s CEO Tim Vanderhook, via Clickz.

Specific Media currently sits behind, and ValueClick in terms of ad networks traffic.

"As Specific Media's network increases, brand advertisers are the biggest winners," said Vanderhook. "Our continued growth and success demonstrate that our Premium Network, combined with our advanced targeting technologies, consistently deliver highly relevant ads to consumers and top results to brand advertisers."

Tags: advertising network, display advertising, funding, investment

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