AdBrite has been offering a pay per click alternative to the major search engines since 2002. One cool thing about AdBrite is you can have your Google and Yahoo! ads circulate through AdBrite’s targeted advertising if an AdBrite ad is not available. That’s a cool feature. But it pales in comparison to the new AdBrite.
The company recently introduced a concept being called Open Targeting Exchange. OTX partners with third-party advertising providers to increase targeted advertising opportunities for advertisers and revenue streams for publishers. In other words, instead of bringing just one algorithm to the table, OTX allows other pay per click service providers to add their algorithms to “the pool” so that publishers can publish the ads that are most relevant to their content from across the network.
Advertisers win because they can have their ads placed on websites where their ideal customers are most likely to be browsing. Publishers get the ads that are most relevant to their content. Consumers see ads that are most relevant to their interests. The revenues are shared between AdBrite and their pay per click partners. Everyone wins. At least, that’s the theory.
Personally, I think it’s a revolutionary idea whose time has come. I’m anxious to see how OTX performs and which third party PPC provider join the network.
