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BizReport : Advertising archives : January 31, 2011

ignitAd release offers ad, bidding optimization

New additions to the online space will likely make the advertising sector both more competitive and harder to navigate. Advertisers will not only need to figure out where to advertise but how - what types of ads and what types of sites - but they will also need to know when their ads will have the biggest impact. Publishers, meanwhile, will have to be ultra-competitive, offering the best media buys, the hottest content and the best engagement numbers.

by Kristina Knight

A new release in the online space should give marketers more control. From ignitAd, the release offers self-service advertising and bid optimization. Ad space is auctioned from publishers' available display inventory from exchanges, networks and demand-side partners.

"With all of the challenges publishers have faced in the last decade, ignitAd provides a self-service yield optimization solution for publishers' display advertising with its Bid Optimization Management technology, which enables any publisher to become a premium publisher and generate more revenue," said Assaf Roth, CEO and co-founder of ignitAd.

What is really interesting is the platform's Bid Optimization Management, which offers predictive analysis so that publishers can increase revenue by bidding for the right inventory at the right time. The bidding system first analyzes demand patterns from the different price points, from there the system predicts for an advertiser where ad dollars should be spent for the biggest impact. For publishers this type of integration is important with more advertisers coming into the space.

"We were instantly impressed by ignitAd's excellent service, which got us started on the yield optimization process in no time," said Eyal Halimi, co-founder and CEO,, a top-300 ranked publisher. "The technology resulted in much more consistent performance over all of our impressions."

Tags: advertising, ignitAd, online content, online publishing, optimized advertising, optimized bidding

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