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TRAFFIQ scores $10 million in funding

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Aug 5, 2009 

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Edward Barrera  |

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TRAFFIQ scores $10 million in funding

ADOTAS — The company, online advertising marketplace and management platform, announced that it has closed on a $10 million Series B round of venture funding.

New investors Grotech Ventures and Greenhill SAVP join existing investor Court Square Ventures in the new round. Grotech general partner Steve Fredrick and Greenhill managing director Brian Hirsch have joined TRAFFIQ’s board of directors. Proceeds from the financing will be used to further enhance the platform and accelerate the company’s sales and marketing efforts.

Fredrick said advertisers, agencies and publishers are demanding more control of the advertising process, and some of that leverage is swinging away from the traditional ad networks that deal with the remnant inventory. They want to know what they are paying, the target demographics of where these ads are showing up and the ability to pick and efficiently manage where on both large publishers and long tail publishers.

“One of the challenges for the advertisers and agencies is how to identify, negotiate, buy, manage and then remit payment to dozens or hundreds of publishers,” he said. “It gets to be very burdensome and time consuming. TRAFFIQ provides an efficient means of doing that.”

Unlike networks or exchanges, TRAFFIQ’s marketplace provides buyers and sellers with a single platform that consolidates planning, RFP distribution, order execution, optimization and billing. By enabling ad buyers to post RFPs and publishers to respond directly, it returns control of the media buying process to the agency/advertiser. This level of visibility and access to real-time KPIs makes it easier for them to adjust campaigns on the fly to better meet clients’ goals. And, as an end-to-end solution, TRAFFIQ increases an agency/advertiser’s buying power and a publisher’s selling strength.

According to the company, there are millions of dollars of campaign demand and billions of impressions currently available on the TRAFFIQ platform. These are provided by thousands of quality publishers and aggregators, such as WhitePages.com, Scripps Network, Shopzilla, PriceGrabber and ContextWeb. It previously raised $7 million

Tags: ad-agencies, advertisers, exchange, internet-advertising, marketplace, online-advertising, online-marketing, publishers and traffiq

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