Is an automated market for online advertising a real possibility? Well, if you speak with those at Turn, a Redwood City, California startup, they will tell you yes. The company is launching its beta phase today, and has high hopes of changing the way that both advertisers and publishers look at the online market.
Although Turn is a small startup, they are already putting together some pretty impressive stats. At this time, they have approximately 3,000 publishers signed up as well as 500 advertisers. While this is far from the statistics offered by industry leaders, Turn is not exactly catering to the same market. After all, they are claiming to be the first fully automated market. In other words, Turn does not operate in the same way as other leaders in the online advertising world such as Google AdSense.
With the ability for advertisers and publishers to control pricing as well as other details, the Turn Smart Market is hoping to draw in audiences who are tired of using more traditional methods for online advertising.
Jim Barnett, CEO of Turn, put is best by saying, “When we get an ad request from a publisher we search through the database of ads and rank them based on the probability of an action. We automatically figure out where your ads should be displayed and blend all the targeting approaches.”
As you can see, Turn takes a much different approach to online advertising. By offering an automated system in which ads are published based on the best chance of success, both advertisers and publishers greatly benefit. When compared to other ad serving systems, it appears that Turn will be much more advanced as far as placement criteria are concerned.
Although Turn just went into Beta, they are already moving in the right direction. Once this network becomes available to more and more advertisers and publishers, it will become more obvious that Turn is going to make some changes to the online advertising industry.
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Comments
sewri said on March 5th at 04:13 am,
It can’t get better than this. Putting the ad where it has the maximum chance of sucess helps both the parties.
Hopefully this idea should click.
Steve said on March 9th at 02:34 pm,
After google adsense many startups have come up with “me to adsense” type of setup but ultimately could not survive with the competition they are getting from the giant google and others. I feel that such startups like Turn should try and tap a new market with innovative ideas rather than using the same route.