San Francisco, Calif. – adBrite® (www.adbrite.com), the largest independent ad exchange, today announced that digital ad sales veteran Rick Cotton has joined the company as Chief Revenue Officer (CRO). Rick has nearly two decades of experience driving advertising sales with premium media brands such as Monster, CBS and Lycos. His focus at adBrite will be to drive the adoption of Real-Time Pricing™ (RTP), a publisher solution that automatically optimizes the floor price for every page view on a publisher property on the web.

A seasoned Internet executive, Rick comes with a proven track record in general management, sales, business development, and online marketing. At Monster, he led consumer advertising sales while simultaneously serving as general manager for Fastweb.com, a division providing online services to help students pay for college. Other channels under his sales management umbrella included Military.com, Monster Communities and Education.org. Prior to Monster, he was the general sales manager for CBS Radio.

“Rick has the experience of driving the digital ad sales strategy at one of the most recognized brands on the Internet. By adding him to our team, we have bolstered adBrite’s position as the top independent ad exchange in the market.,” said Iggy Fanlo, CEO of adBrite. “Rick will play a key role in bringing adBrite’s RTP technology to the market to unlock true audience value and drive publisher monetization levels to new heights.”

For the past few years, the online advertising segment has grown through new technology and innovation for marketers and ad buyers. This has left publishers with a void where they are now relying on a new wave ofmonetization technology to lift revenue and yield. Rick is joining adBrite as it completes the development of RTP technology.

“adBrite understands the pain points of publishers and is rolling out high impact tools to meet their needs. Coming from an ad sales and publisher mindset, I am excited about adBrite’s technology as it far exceeds what others are developing,” said Rick Cotton, CRO. “The potential for RTP is immense and it is poised to cause disruption in how online advertising is bought and sold. I am eager to leverage my experience with the adBrite team as we roll out RTP to the market.”

adBrite’s advanced algorithms drive its Real-Time Pricing solution, which empowers publishers to calculate optimal floor prices usingrich data sets from a variety of categories, such as advertiser type, audience segment, geo- and demographic information, time-of-day and more. Real-Time Pricing will be available for wide adoption this year.

About adBrite

adBrite is the largest independent advertising exchange, reaching 300 million global unique visitors every month, including more than 150 million in the U.S. With site-level transparency and an open platform for data providers and real-time bidders to plug into, adBrite maximizes selection and control for advertisers and publishers. Its services include adBrite Intelligence™, which provides superior real-time campaign reporting and analysis, and Audience Manager™, which leverages first- and third-party data for advanced targeting capabilities. For more information, visit http://www.adbrite.com.

adBrite, the adBrite logo, Real-Time Pricing, Audience Manager and adBrite Intelligence are trademarks or registered trademarks of AdBrite, Inc. in the United States and other countries.

Otilia Otlacan: Congratulations on the recent launch of adBrite’s Real-Time Pricing solution! Could you tell us what prompted you to look into offering RTP to adBrite’s premium publishers?

Iggy Fanlo: It was like a light bulb going off in our product team. They knew the great things we were doing for our advertisers and when we took a hard look at the ecosystem, there weren’t any companies applying that same data, intelligence and algorithms for the publishers. We felt that the dynamic aspect of our technology, when applied for publishers, could make it a win-win for the industry where our publishers will be on equal footing with advertisers.

Otilia Otlacan: You said that the digital media ecosystem is weighted against the sell-side. Would you mind explaining why that happens, would there be reasons beyond the simplistic explanation of offer – demand equilibrium?

Iggy Fanlo: In many ways, the customer is always right, and because the buyers control the spend, the ecosystem will naturally favor them. However, we all know that if we give more advantages to the seller, they will be more willing to provide the highest quality of inventory.

Here is an analogy to consider. If all the research and intelligence in the financial markets were only used by buyers and not by sellers, that wouldn’t make any sense and would leave the buy side with an unfair advantage.

adBrite aims to level the playing field. We want to give all the tools and capabilities that currently exist for buyers to sellers.

Otilia Otlacan: I understand that the adBrite RTP solution will be available for wide adoption later this year. Do you expect smaller publishers to see results comparable those of the largest publishers, or are they facing a different set of challenges in pricing their inventory?

Iggy Fanlo: The publishers with the best audiences should benefit the most regardless of size. Just like RTB, RTP will properly value the audience that any size publisher brings to the adBrite exchange.

Otilia Otlacan: There are numerous factors influencing ad inventory pricing. In your experience, what are the most important ones, and do you think they’re reflected well enough in today’s ad exchanges?

Iggy Fanlo: There are intuitive factors such as page depth (first impressions are valuable), position on the page and basic audience data such as demographics. These are already reflected in exchanges. We think it’s technology like real-time pricing that can give publishers the boost they need and help them differentiate exchanges from one another.

Otilia Otlacan: Is there anything else you would like to share with our readers? What will adBrite be focusing on next?

Iggy Fanlo: RTP is a big breakthrough. Like RTB, this will play out over the next couple of years and you’ll see us applying it to all formats — video, mobile, etc. We’re hopeful that it will demonstrate to publishers that digital media can deliver effective monetization that supports their business.

Iggy Fanlo – President & CEO, adBrite (www.adbrite.com)
Iggy Fanlo joined adBrite in May 2006 as its CEO. Prior to joining adBrite, Iggy was President and Chief Revenue Officer at Shopping.com. His tenure (1999-2006) ran from the pre-revenue days to over $200 million a year. The company completed an IPO in October 2004 and was acquired by eBay for over $650 million in August 2005.  Prior to his technology career, Iggy spent 15 years on Wall Street with Morgan Stanley and J.P. Morgan. As a Managing Director at both firms, Iggy held various positions, ending as the head of all US Dollar Securitized Debt Trading and Capital Markets. During his final fiscal year, Iggy’s department generated over $300 million in gross profits. Iggy received a degree in Chemical Engineering in 1983 from Princeton University.

San Francisco – adBrite®, the largest independent ad exchange, has begun testing a groundbreaking Real-Time Pricing™ (RTP) solution that maximizes ad revenue for premium publishers by automatically optimizing the floor price for every page view on their properties.

adBrite uses advanced algorithms to unlock the true audience value of each online ad impression. Real-Time Pricing empowers publishers to calculate optimal floor prices using rich data sets from a variety of categories, such as advertiser type, audience segment, geo- and demographic information, time-of-day and more.

Initial testing with select partner publishers has confirmed that most floor prices are far from optimal, and even small shifts can generate significantly more revenue. In some cases, changing the floor price by just one cent would increase revenue by as much as 37 percent. The price is usually farther off the mark, however.

In one specific test, adBrite calculated new floor recommendations for ten of its highest-trafficked publishers. The proposed shifts were significant, ranging from 49 percent lower to 145 percent higher than the publishers’ current prices. After applying adBrite’s suggested prices for seven days, the results were striking:
·       On average, total revenue for each publisher increased by 50.1 percent
·       One publisher increased total revenue by 357 percent and fill rate by 17 percent

A fully-automated Real-Time Pricing solution that optimizes floors for every individual visitor will be available for wide adoption in the fourth quarter of 2011. In the meantime, publishers interested in testing Real-Time Pricing or learning more should contact adBrite at rtp@adbrite.com.

“adBrite is focused on unlocking value for both advertisers and publishers, but we feel that the digital media ecosystem is weighted against the sell-side, and believe RTP will go a long way towards righting that balance,” said adBrite CEO Iggy Fanlo. “By optimizing their value at the point of impression, publishers will have a strong counter to Real-Time Bidding and the ad tech ecosystem that has serviced ad buyers so effectively.”

About adBrite
adBrite is the largest independent advertising exchange, reaching 300 million global unique visitors every month, including more than 150 million in the U.S. With site-level transparency and an open platform for data providers and real-time bidders to plug into, adBrite maximizes selection and control for advertisers and publishers. Its services include adBrite Intelligence™, which provides superior real-time campaign reporting and analysis, and Audience Manager™, which leverages first- and third-party data for advanced targeting capabilities. For more information, visit http://www.adbrite.com.

SAN FRANCISCO – Dapper, a pioneer in transforming display advertising into a predictable and scalable performance marketing channel, announced that it has brought its acclaimed Fixing Advertising series to London on September 21. In its first European engagement, the Fixing Advertising panel took a deep dive into the new data and technology driven display advertising ecosystem and showcased new data on how brands in the United States and Europe are creating profitable display marketing programs. Moderated by ExchangeWire.com’s Ciaran O’Kane, the panel featured Alex Gisbert (Expedia), Stephen Taylor (former CEO of Qype), Joseph Leon (Essence), John Genna (Microsoft), Pierre Naggar (Yahoo!), and Jon Aizen (Dapper). These industry innovators engaged in an active discussion about how technology and data are finally enabling marketers to drive accountability, scale, and profitability in display.

Fixing Advertising: London kicked off at 6:00 p.m. on Tuesday, September 21 at The Hospital Club London located at 24 Endell Street (in the Covent Garden District).  More information is available at www.fixingadvertising.com.

“The new world of display advertising is reaching critical mass in the US, and it’s poised to grow to at least $17 billion worldwide by 2014,” said James Beriker, CEO of Dapper. “As marketers across the globe look to display to become a more accountable channel — as search has been for more than a decade — we’re continuing to lead the discussion about how to leverage technology and data to transform the channel. We’re very excited to take this discussion into the U.K.”

Dapper’s highly successful Fixing Advertising series explores the developing display ecosystem of DSPs, data, and dynamic ads to better inform advertisers about the potential for this medium and to bring innovation to the forefront of the discussion. Over the past year, the event has brought together over 750 attendees among the best and brightest in this developing space in New York, San Francisco, Los Angeles, Seattle, and Chicago. Participants represent the advertisers and technologists on the leading edge of display, including AdBrite, AppNexus, BlueKai, Catalyst S+F, CareerBuilder.com, DataXu, eBay, Expedia, Kayak.com, MediaMath, Orbitz, PubMatic, the Rubicon Project, Travelocity, Turn, United Online, Yahoo! and others. Podcasts of previous panel discussions are available at www.fixingadvertising.com.

About Dapper

Dapper is leading a movement to fix display advertising by transforming ads from generic, broadcast messages to intelligent, content-rich, and highly relevant ad units. Dapper’s IntentMatch™ technology automatically indexes an advertiser’s entire product catalog, buys impressions based on user intent, and matches users to the right products in a dynamic ad unit, driving profitability in display. Dapper is privately held with funding from Accel Partners. The company is headquartered in San Francisco, CA with offices in New York and Tel Aviv. For more information, please visit the company’s website (http://www.dapper.net).

SAN FRANCISCO – Dapper, a pioneer in transforming display advertising into a predictable and scalable performance marketing channel, announced that it will host a Fixing Advertising special event – The Quants Strike Back: How SEMs are Leveraging their Expertise to Transform Display into Profitability – at Search Engine Strategies in San Francisco next week.

The must-attend evening forgoes the panel format in favor of an intimate fireside chat with search marketing experts who have “crossed over” to display advertising, where they are using their data-centric skills to run profitable display campaigns. eBay’s Daphne Liska and Expedia’s Greg Taylor will join SEM expert and Dapper executive Chris Zaharias in a deep dive on how to transform display into a profitable channel – and how to win big in the next area of innovation for performance marketers who want to gain an edge over their competitors.

Fixing Advertising: The Quants Strike Back kicks off at 7:00 p.m. PDT on Tuesday, August 17 at The W Hotel San Francisco, located at 181 3rd St. at Howard. Registration is open to all, but space is limited and all Fixing Advertising panels have sold out to date. More information and a registration form are available at www.fixingadvertising.com.

“Many of the biggest companies today have drastically improved their businesses and brands based on successful search marketing,” said James Beriker, CEO of Dapper. “Now, as growth in search has tapered off and many marketers have maxed out their ability to efficiently scale their business through SEM, brands are actively seeking the next performance channel that can scale. Display is exciting because it leverages what works in search – and this is resonating with large, sophisticated advertisers. We look forward to bringing a conversation about display to the search community in San Francisco.”

Dapper’s highly successful Fixing Advertising series explores the developing display ecosystem of DSPs, data, and dynamic ads to better inform advertisers about the potential for this medium and to bring innovation to the forefront of the discussion. Over the past year, the event has brought together the best and brightest in this developing space in New York, San Francisco, Los Angeles, Seattle, and Chicago. Participants represent the advertisers and technologists on the leading edge of display, including AdBrite, AppNexus, BlueKai, Catalyst S+F, CareerBuilder.com, DataXu, Expedia, Kayak.com, MediaMath, Orbitz, PubMatic, the Rubicon Project, Travelocity, Turn, United Online, Yahoo! and others. Podcasts of previous panel discussions are available at www.fixingadvertising.com.

About Dapper

Dapper is leading a movement to fix display advertising by transforming ads from generic, broadcast messages to intelligent, content-rich, and highly relevant ad units. Dapper’s IntentMatch™ technology automatically indexes an advertiser’s entire product catalog, buys impressions based on user intent, and matches users to the right products in a dynamic ad unit, driving profitability in display. Dapper is privately held with funding from Accel Partners. The company is headquartered in San Francisco, CA with offices in New York and Tel Aviv. For more information, please visit the company’s website (http://www.dapper.net).

SAN FRANCISCO – Dapper, a pioneer in building a predictable and scalable growth channel in display advertising, announced that it will continue its popular Fixing Advertising panel series during Internet Week New York 2010 next month.

Fixing Advertising IWNY will drill into the massive changes and opportunities in display advertising today as advances in intelligent media buying, user data, and dynamic creative dramatically increase the value of display for brands, marketers, and consumers. Moderated by noted analyst Linda Gridley, the panel features Travelocity CMO Victoria Treyger and Kayak.com’s Emily Scott alongside the technologists and innovators driving the industry forward: Ramsey McGrory of Yahoo!; Michael Rubenstein of AppNexus; Alex Hooshmand of BlueKai; and Jon Aizen of Dapper.

“Similar to search marketing 10 years ago, the display channel is on the verge of tremendous transformation”
Fixing Advertising IWNY will kick off at 7:00 p.m. EDT on Tuesday, June 8 at the Nest Event Loft in New York City. Registration is open to all, but space is limited and all Fixing Advertising panels have sold out to date. More information and sign-up forms are available at www.fixingadvertising.com.

“Similar to search marketing 10 years ago, the display channel is on the verge of tremendous transformation,” said James Beriker, CEO of Dapper. “New technologies and approaches are radically improving the performance of display advertising by making it more relevant to consumers. We’re very excited to assemble a top-notch group of speakers at Internet Week to explore the new landscape and guide advertisers on the best ways to leverage display advertising today.”

Dapper’s acclaimed Fixing Advertising series explores the developing display ecosystem of DSPs, data, and dynamic ads to better inform advertisers about the potential for this medium and to bring innovation to the forefront of discussion. Over the past year, the event has brought together the best and brightest in this developing space in cities from Chicago to Seattle to San Francisco. Participants represent the advertisers and technologists on the leading edge of display, including AdBrite, AppNexus, BlueKai, CareerBuilder.com, DataXu, Expedia, Kayak.com, MediaMath, PubMatic, Catalyst S+F, Travelocity, Turn, Yahoo! and others.

About Internet Week New York

Presented by the International Academy of Digital Arts & Sciences, in cooperation with the Mayor’s Office of Film, Theater and Broadcasting, Internet Week New York is a week-long festival of events celebrating New York’s thriving Internet industry and the many companies, organizations and innovators driving the future of media, technology and business online. From June 7th – 14th, thousands of guests will attend an eclectic roster of events, including major conferences and expositions, industry keynotes and panels, special events and parties that celebrate technology and Internet culture. Internet Week New York 2010 Sponsors include: Yahoo!, Pepsico, HP, Microsoft Expression Studio, IAC, Corbis Images, and Aquent.

About Dapper

Dapper (Dapper.net) is leading a movement to fix online advertising by changing display ads from generic, broadcast messages to intelligent units that are personalized, relevant and interactive. Dapper’s approach and patent-pending technology transforms the web experience for consumers and creates a predictable and scalable growth channel for marketers. Dapper is privately held with funding from Accel Partners. The company is headquartered in San Francisco, CA with offices in New York and Tel Aviv. For more information, please see our demo (http://bit.ly/cpKma) or subscribe to Dapper’s blog at blog.dapper.net.

Contacts
For Dapper

RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world today reported the top 25 ad networks based on their reach among U.S. Internet users in April 2009. The ranking showed that AOL’s Platform-A remains the top ad network, reaching nearly 176.5 million U.S. Internet users, or 91.5 percent of the total audience, followed by Yahoo! Network (167.1 million) and Google Ad Network (164.5 million). New ad network FOX Audience Network ranked sixth, reaching 149.2 million people. Several ad networks in the top 25 achieved double-digit growth during the past year, led by Turn Inc. (up 121 percent), CPX Interactive (up 88 percent) and 24/7 Real Media (up 48 percent).

______________________________________________________________________________
Top 25 Ad Networks

April 2009 vs. April 2008

Total U.S. – Home/Work/University Locations

Source: comScore Media Metrix

Total Unique Visitors (000)
Apr-2008        Apr-2009       % Change

Total Internet: Total Audience          190,728         192,875           1

Platform-A                              170,508         176,455           3
Yahoo! Network                          160,206         167,129           4
Google Ad Network                       155,882         164,518           6
ValueClick Networks                     140,930         160,307          14
Specific Media                          144,773         158,012           9
FOX Audience Network                        N/A         149,249         N/A
24/7 Real Media                          99,959         147,668          48
Traffic Marketplace                     114,682         143,519          25
Microsoft Media Network US              119,595         139,674          17
Tribal Fusion                           135,113         138,274           2
Casale Media – MediaNet                 127,184         137,884           8
interCLICK                              107,961         134,834          25
Turn, Inc                                60,617         134,028         121
Adconion Media Group                    117,965         133,498          13
CPX Interactive                          69,178         130,370          88
Collective Network by Collective Media   88,279         129,808          47
ADSDAQ by ContextWeb                     93,815         123,534          32
AudienceScience (formerly Revenue Science)  N/A         121,001         N/A
Burst Media                              89,670         116,727          30
Undertone Networks                       72,940          97,053          33
AdBrite                                  81,838          91,033          11
Pulse 360                                   N/A          82,574         N/A
Vibrant Media                            72,351          80,779          12
Adify                                       N/A          73,467         N/A
Kontera                                  52,159          72,870          40
______________________________________________________________________________

“Underscoring the growing importance of ad networks to the digital advertising economy, each of the top 25 ad networks has expanded its reach during the past year,” commented Jack Flanagan, comScore executive vice president. “It almost seems that new ad networks are emerging every day, each aimed at helping advertisers achieve their campaign objectives, whether it’s to deliver reach and frequency or to target a specific audience segment.”

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.