Accoona to Launch Pay-Per-Lead Ad System

Written on
Jul 20, 2006 
Sarah Novotny  |

Later today, search technology developer Accoona will reveal its new pay-per-lead ad platform. The new system, called Exchange Place, is designed to be the world’s first cross-media, per-action ad bidding system. Exchange Place matches up ad buyers with ad sellers in real time through phone and online communications. Advertisers can manage their leads, their bids, and their budgets.

“While the pay-per-click advertising model has served the online ad industry well, Exchange Place will offer the ultimate cost-per-action solution,” said Accoona CEO Stuart Kauder in a statement, “Given the rising demand in the advertising industry for return-on-investment accountability, we believe that the time is right for Exchange Place to take hold. The platform is the industry’s first pay-per-lead bidding system for real-time qualified sales leads for both the online and offline markets.”

The new system promises to base the cost of viable leads on actual market factors like types of goods and services, industries, and geographic locations. Advertisers select attributes about their industry and the type of consumer they’re looking for. Then they bid on how much they’re willing to pay. The top four bidders are matched with the seller and they exchange contact information and the advertiser gets their first impressions. According to the release, advertisers can manage their whole campaign through the Exchange Place console.

Sarah Novotny is a contributing editor at Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

Reader Comments.

This is an interesting move. Bill Gross over at is working on the same thing…. so Acoona could be in very good company on this.

Posted by AussieWebmaster | 3:53 pm on July 20, 2006.

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