Central Marketplace Established For Online Display Advertising

10 Billion Daily Auctions Envisioned By Year End

A new VC funded company, AdECN, aims to merge New York Stock Exchange style trading liquidity with “Las Vegas” style action on its web site. AdECN Exchange (AE) will make the buying and selling of online display advertising more efficient, more targeted, and more profitable.

Each AE member (advertising network or broker) known as “seat-holders” on the exchange, will act on behalf of the advertiser or publisher in executing transactions. Publishers will place the ad spot inventory in AE, and advertisers will specify in advance the targeting they want and how much they are willing to pay.

When a viewer lands on a web site page owned by a publisher, represented by a seat-holder, that triggers a single-pass auction among all of the interested advertisers. The real-time auction is completed in under 100 milliseconds and the advertiser who placed the winning bid, represented by a seat-holder, purchases the ad spot offered by the publisher.

AdECN is currently operating in a testing “stealth mode” and holding about 800 auctions every second. By the end of the year the company anticipates ramping up to 10 billion auctions daily...representing 10 billion display ad impressions. Toward that end, AdECN recently closed on a Series A round financing, following its initial $2.5 million angel round last fall.