LucidMedia’s Contextual Ads Debut on Right Media Exchange
ADOTAS – Digital contextual advertising platform, LucidMedia, is linking up with Yahoo’s Right Media Exchange to launch new highly targeted contextual display advertising capabilities on the exchange.
The new capabilities, which have been in testing since May, run on a proprietary engine called ClickSense that analyzes the content of the entire page instead of using keywords. LucidMedia said its technology ensures that advertisers’ display ads appear alongside relevant content on publishers’ sites.
While it’s still early in the game, results from testing have been positive, LucidMedia said.
“We have found that with some of the smaller campaigns, 75% of user response comes from 25% of the media used in the display campaign,” Ajay Sravanapudi, founder, president and CEO of LucidMedia, told ADOTAS. “We can consistently identify that 25%. By identifying the waste and buying that 25% through the exchange we can save 50% of media spend.”
Advertisers can also target customers in specific verticals like auto and finance. Sravanapudi said its reporting system gives clients “transparency down to impression levels. We’re not aware of any other network that will back up every single impression with proof.”
The extra layer of knowledge will help keep LucidMedia more competitive in the current economic climate, Sravanapudi predicts. “The problem with many other display networks is that they’re not really platforms to be leveraged. There’s no real technology behind them – they’re relationship based. And if they lose those two or three key people who bring in the clients, it’s over for them.”
LucidMedia is an online contextual advertising platform and meta-network focused on optimizing display advertising performance for advertisers and their agencies, as well as ad networks and publishers.
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