The new RTB partners include Turn, Chango and XA.net. There are now more than 20 partner companies on the CONTEXTWEB RTB Platform.

Integration with the CONTEXTWEB RTB Platform means partner firms can provide their clients with instant access to 200 million daily impressions from more than 11,000 direct publisher relationships. Of the 200 million daily impressions available, an industry high, 90% provide the referring URL, with 40% being expandable, rich media-enabled.

CONTEXTWEB, which specializes in RTB, provides 31 impression-level data attributes, including full-page URL, referrer URL, fold count position and expandable rich media acceptance coding. All bid calls contain the patented Real-Time Classifier categorization from CONTEXTWEB.

“We are excited to be integrated with CONTEXTWEB given their significant percentage of rich media expandable inventory available through their RTB Platform,” said Bill Demas, President and CEO of Turn. “Our clients use the Turn Platform’s data and media management capabilities to reach custom audiences at scale, and being able to apply those capabilities from CONTEXTWEB in brand-safe expandable inventory is a big win for many of our brand advertisers.”

“The RTB API documentation from CONTEXTWEB was so complete, and the onboarding process was so easy, we should have interconnected a long time ago,” said Chris Sukornyk, CEO of Chango. “We look forward to accessing the footprint of mid- and long-tail publishers CONTEXTWEB has available via RTB.”

“XA.net’s ability to combine social media, retargeting and audience targeting via RTB will be greatly enhanced through the vast supply of rich media inventory available to us from CONTEXTWEB,” said Rob Leathern, CEO and Founder, XA.net. “This will help us to continue to provide the most efficient, targeted and performance-driven ad spend possible.”

“The addition of Turn, Chango and XA.net to our partnership program is a further validation of the ‘smart impressions’ we provide bidders at the CONTEXTWEB RTB Platform,” said Jay Sears, General Manager of the CONTEXTWEB Ad Exchange. “The combination of deep customer views through attribute data and a completely brand-safe environment delivers a unique blend of performance and peace of mind.”

For more information about CONTEXTWEB and Real-Time Bidding, please submit a request.

For more information on Turn, visit www.turn.com.

For more information on Chango, visit www.chango.com.

For more information on XA.net, visit www.xa.net.

Contacts:

Marx Communications

Wendy Marx, 203-445-2850

“Unlike many tech companies whose systems only think in terms of ‘keywords,’ XA.net’s roots in audience-based advertising differentiate them within the media space,” said Robin Kent, Founder of The Fearless Group and former Chairman & CEO of Universal McCann. “As a new agency, we’ve found the XA team and technology to be very helpful to us in quickly scaling both our display and social spending globally.”

A pioneer in display advertising since 2008, XA.net has built its own real-time bidding integrations with ad exchanges including the DoubleClick Ad Exchange, AdMeld, the Rubicon Project, AdBrite, CONTEXTWEB, PubMatic, OpenX and the Yahoo! Right Media Exchange.

“Companies are approaching us as a leader in Facebook advertising optimization and quickly realizing the additional benefits of combining social media, retargeting and audience targeting via real-time bidding,” said Rob Leathern, Founder and CEO of XA.net. “It all starts with social though, with optim.al.”

Optim.al’s multivariate ad and targeting testing is the most effective way to determine winning combinations of image, copy and targeting elements on Facebook versus running every possible combination.

“Optim.al has been the ideal platform for us to execute conversion-oriented multivariate tests within Facebook,” said Keith Moore, CMO of AcademixDirect. “The coordinated learnings we are accumulating and time we are saving on a daily basis is driving real ROI for us.”

For a limited time, XA.net is offering a special advertising package for advertisers that sign-up for both its real-time bidding and social media tools at http://be.optim.al/offer

About XA.net
XA.net’s audience-based ad technologies have optimized over 65 billion impressions for advertisers and agencies since its founding in 2008. XA.net is based in San Francisco and has received funding from prominent advertising technology investors including Jonah Goodhart, Noah Goodhart, Jerry Neumann and Michael Walrath.

Press Contact:

Gita Vaysburg

415-329-7110 ext109

Read the feature on AdExchanger.com

Here is a ustream recording of the session

Matt reinforced XA.net’s position that, while RTB is crucially important in the online ad industry for its transparency and efficiency and will continue to grow strongly, advertisers cannot yet abandon traditional tag-based CPM buying models, where the majority of publisher inventory still exists.

Grill the Vendors: Real Time Bidding

According to some predictions, up to a third of network advertising may be moving through real-time bidding systems by the end of this year. This latest technology trend promises to match the right ad to the right person within milliseconds of their entering the page. The technology and the algorithms are complex, but do they always work as advertised? Do agencies and brands know what they are buying…and what they are buying into? Are the RTB systems out there working in the publisher’s best interests or the media buyers? We bring in some of the top competitors in the field for a class OMMA grilling in order to determine how RTB vendors differentiate themselves and answer the hard questions both publishers and media buyers must bring to the table.

If you’re going to be at the event and would like to catch up with us, send us an email.

Register and Get $400 Off OMMA Ad Nets with Code: ADNETSXA

The code is only good for the first 20 registrants, so act now!

The conference takes place on Monday, July 19, 2010 at the Hyatt Regency Century Plaza, located on 2025 Avenue of the Stars, Los Angeles. We hope to see you there!

It’s kind of like the Miss Wisconsin beauty pageant. Lots of young women who meet the organizers’ criteria enter the pageant. There is a judging process which ends in the selection of a Miss Wisconsin. Miss Wisconsin (MW) then qualifies to go the Miss America pageant. There is travel, lodging, rehearsals and activities but eventually the big day arrives where MW gets to take the stage in her quest to win the Miss America crown. There can be only one winner but along the way ladies like MW have experienced intermediate glory.

So think of Wisconsin as our real-time bidding system, and what happens there as the Miss Wisconsin pageant. For every impression in an ad exchange or aggregator (Miss America pageant) there can be only one winner, and so every bidder (state) puts forth their absolute best. California, Arizona and Delaware all want to win that pageant – and they’ve all held their own pageants ahead of time to put forth that one winner to go through to the final. Now some might argue that California is bigger and better than many of the other states (budget deficits notwithstanding) and should get more entrants into the Miss America pageant, but hey – this isn’t a representative democracy! One entrant per state only please!

Now think of 10,000 pageants a second and you’re starting to get the idea.

For RTB each bidder is conducting some kind of real-time assessment before deciding which bid to place on a given impression. It could be a complex or simple assessment, but more complex internal real-time decisions (local pageants) mean less time to prepare and compete at nationals.