Adroll Rolls Out eBay-Style Ad Platform
ADOTAS — Adroll, a platform that empowers small and mid-sized publishers to sell their ad space together, is opening its doors to a public beta. The company was inspired to serve small and medium-sized publishers by simultaneously reducing their costs and raising their interactive ads’ profiles.
Adroll’s system works by allowing each Web site owner sets his or her own minimum acceptable price. Adroll finds advertisers willing to pay that price, and runs the audience-targeted ads when advertisers start their campaign. Web sites use Adroll and AdSense at the same time, on the same ad space, and earn more. Adroll adjusts prices dynamically for each site (and every community) so as more inventory sells, it sells at higher prices.
“Small and medium-sized Web site owners understand how valuable their audience is, and understand that they are not compensated adequately based on clicks (or CTR) alone,” Jared Kopf, CEO of Adroll told Adotas. “Today, AdSense pretty much wins every time when it comes to remnant. And optimization may help on occasion. But ‘remnant’ refers to being unsold — the inventory is often still high quality — just difficult to reach. So we decided to focus on the problem of aggregation and targeting.
“What we discovered is that two problems have to be solved simultaneously to make this work for brands: we lower the search cost of finding relevant audiences and also reduce the execution cost of buying ad space across the Web sites with those audiences,” Kopf added. “By rolling up sites, we found that marketers get what they have been looking for… an easier way to find and reach (and efficiently buy across) targeted audiences.”
Adroll estimates that communities that are the most active could earn three to four times more with Adroll than they do with AdSense alone.
“The result for publishers is an open system where any high-quality sites can earn more using Adroll, by layering it in with AdSense or another ad network already in use,” Kopf said. “Adroll serves the AdSense. And Adroll can deliver premium CPMs … by being the layer above a remnant solution. But because audiences are more valuable than clicks and impressions, it significantly improves the bottom line for publisher.”
Adroll’s most popular communities to date are focuses on food and wine, sports, cars and independent music. Brands such as Progressive Insurance, Chrome Bags and Function Drinks are engaged and premium niche sites like Menusim, Ecofabulous, Knickers, Goodreads are already participating in the community.
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