GlamMedia, Inc. Thursday launched a beta version of its new vertical advertising exchange that offers unsold online display ads aimed mostly at females to the 570 online publishers in its network, including E!, CBS, Lifetime, and its own properties. The GlamX Ad Exchange uses a variety of Web metrics to match advertisers' specific content with defined audiences, which typically boosts ad inventory value.
The beta version is available immediately to select digital agencies and publishers in the Glam Publisher Network, and will be available to all ad agencies in the fourth quarter of 2008, the company said.
The ad exchange is designed to target and deliver ads by audience,content, primetime, page placement, and context. Large publishers often sell their remnant ads through ad networks. Targeted networks, like GlamX, use metrics such as consumer click stream data, to enhance the value of the ad inventory. GlamX is an open exchange, allowing brands to bid transparently for different targets.
"By maximizing the exchange of open inventory between publishers and advertisers in a fast and efficient vertical ad exchange, GlamX delivers the efficiency our agencies and Glam Publisher Network partners have wanted online for a long time," said Fernando Ruarte, chief technology officer for Glam Media of Brisbane, CA.
The new ad network for "below the fold" and non-primetime remnant ads rounds out Glam Media's offering to publishers, agencies, and brand advertisers. Glam Media also offers the Glam Digital Primetime™ for premium display and video ads and Glam Interactive Solutions for custom brand engagement campaigns.
Glam Media launched products at DEMOfall 05 and DEMOfall 07.
Reprinted with permission from Demo.com. Story copyright 2008 Demo.com Inc. All rights reserved.
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