Business

Platform-A Launches 'BidPlace' Ad Exchange

AOL’s Platform-A has announced the launch of BidPlace, an advertising exchange that hopes to give publishers more control over their display advertising campaigns. BidPlace, which puts Platform-A AOL in the marketplace with the two largest ad exchanges — Google’s AdSense and Yahoo’s Right Media — will launch in the first half of next year. Eric […]

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AOL’s Platform-A has announced the launch of BidPlace, an advertising exchange that hopes to give publishers more control over their display advertising campaigns.

BidPlace, which puts Platform-A AOL in the marketplace with the two largest ad exchanges — Google’s AdSense and Yahoo’s Right Media — will launch in the first half of next year.

Eric Bosco, Platform-A's chief product and U.S. operations officer, tells PaidContent that BidPlace will not reverse the current decline in display advertising revenue, but the product will bring added functionality to the space:

“With other exchanges, you can bid on inventory, which is a fantastic thing for an advertiser, but how do you know you that have the algorithmic intelligence to bid on the right places?"

The technology is based on AdLearn, which AOL acquired when it purchased Advertising.com for $435 million in 2004. BidPlace will let advertisers submit bids for CPM, CPC and CPA ads on AOL, partner sites, and third party sites that use Platform-A's third-party ad network, which reaches roughly 90 percent of the U.S. online market, according to comScore data.